In a previous FAQ we look at the various parameters that could be passed in a URL for the purpose of tracking links. While all URL parameters are tracked in some way, those listed are considered primary within the Xena Analytics module in that they are intrinsically linked to the Triggerly module. One of those parameters listed is BMID, and this FAQ will detail why it exists and how it is used.
The BMID was first introduced to support naked links in Facebook ads, since not all placements provide a clear CTA, and a naked URL is often required under the ad copy. Any URL placed in ad copy requires appropriate tracking, and a string of UTM tags will break the URL, look unappealing, and to a lesser extent, the format takes up valuable character count. The BMID mitigates this issue with a single value that unfolds into multiple values.
This is an Advanced Topic: Utilising UTM tracking terms - and certainly the assignment of the BMID - is generally considered an advanced topic. In almost all cases, appropriate tracking is applied to links that are automatically created, and all website links are automatically tracked.
Xena Analytics: Standard link shortcode (noted towards the end of this FAQ, and detailed in an article titled "How to Create an Internal or External Link on Your Website") will carry far more information than any URL constructed with UTM tags, so the use of the BMID is not required on your website. Xena records scroll patterns, mouse movements, clicks, and a range of other actions - all resolved to a user - so it's a highly advanced system, and far more advanced than typical analytics. The BMID is usually used for those external URLs that link to your website.
Your Competitors: Next time you scroll through Facebook, look at the number of ads that include a URL but does not including appropriate tracking. The disregard for advertising basics is staggering. An understanding of your advertising success cannot be measured unless appropriate facilities are in place to measure your efforts.
Shortt: Our Shor.tt URL shortener is acceptable for tracking links of any type, and the statistical integration with Yabber and your website is significant. Shor.tt integration includes the BMID we're about to discuss, but your own trusted domain is often more suitable. Never use shorteners such as bit.ly in your advertising.
Xena: Xena is an advanced and fully integrated solution built by us to support the extensive marketing solutions introduced to your operation. A background on Xena is introduced in a website article titled "The Xena Statistical Engine". Note that Xena natively supports all UTM and other URL parameters by default. Supported by a RESTful API for integration into other applications, Xena is the most advanced funnel-centric and marketing-focused statistical engine in the industry.
How is the BMID Used?
The BMID is appended to the URL as follows: yourDomain.com?bmid=my_slug. The ID is then parsed by Yabber and unfolds to return the five primary UTM types: .utm_source, utm_medium, utm_campaign, tm_term, and utm_content. The UTM values assigned to a BMID may be altered at any time.
Creating and Assigning a BMID
The creation and assignment of the BMID is done in Yabber's link panel. There are three menu items that'll direct you to the appropriate panel: BMID, UTM Terms, and BMID Assignments, with the UTM Term options available globally in various SEO modules.
Pictured: The creation and assignment of the BMID is done in Yabber's link panel. There are three menu items that'll direct you to the appropriate panel: BMID, UTM Terms, and BMID Assignments, with the UTM Term options available globally in various SEO modules.
To create the BMID, we source all the UTM terms from global terms we've created or previously used in campaigns (as a new term is used in a URL we'll add it to the index). We'll go ahead and create a 'Demo UTM Term' from the 'Source' panel.
Pictured: To create the BMID, we source all the UTM terms from global terms we've created or previously used in campaigns (as a new term is used in a URL we'll add it to the index). We'll go ahead and create a 'Demo UTM Term' from the 'Source' panel. Note that the term is slugified for consistency and cross-compatibility with software that recognise UTM terms, such as Google Analytics.
Note that the term is slugified for consistency and cross-compatibility with software that recognise UTM terms, such as Google Analytics.
We should have a library of terms already created, but if you don't, tab through the options and create them as required. When a BMID is created, we expect one or more UTM terms to be assigned, and while it is expected that you will respect the hierarchal UTM order (utm_source, utm_medium, utm_campaign, tm_term, then utm_content), any term will be evaluated by Xena. It's typical to provide the first three UTM terms, with the last two reserved for more advanced use. Whatever terms you use, try and be consistent across all linking assets, but certainly adhere to strict term assignments within a single campaign (so results may be accurately measured).
We now need a BMID, or the slug associated with the ?bmid=bm_id_slug that is used in a URL. from the BMID panel, simply create a short and easy-to-identify slug. We'll create one as simply 'Demo BMID'.
Pictured: We now need a BMID, or the slug associated with the ?bmid=bm_id_slug that is used in a URL. from the BMID panel, simply create a short and easy-to-identify slug. We'll create one as simply 'Demo BMID'. Again, the text you enter is slugified for use in a URL.
We now have UTM Terms and a BMID. It's now time to assign the various terms to the BMID, and this is accomplished via the BMID Assignments Panel. You should select your BMID (in our case, demo_bmid) and then assign a value (URM Slug) to utm_source, utm_medium, utm_campaign, tm_term, and utm_content (or those that are required). The inset shows how we've searched for demo_bmid_source for assignment for use as the source value.
Pictured: BMID assignments are accomplished via the BMID Assignments Panel. You should select your BMID (in our case, demo_bmid) and then assign a value (URM Slug) to utm_source, utm_medium, utm_campaign, tm_term, and utm_content (or those that are required). The inset shows how we've searched for demo_bmid_source for assignment for use as the source value.
Terms are assigned to two categories (and rendered as such in the searchable menu). They are 'Yabber Terms' and 'Organic Terms'. with the organic terms sourced from any URL ingested by Xena. If you don't want what can often be a large index of terms returned to the menu you may prevent these results from showing via the Xena options. In almost all cases you will manage terms via the quality-controlled 'Yabber Terms' menu.
The process really is quite simple, but advanced enough that you'll rarely use it.
You may edit the BMID at any time, and this is one the primary advantages over a fixed and static URL string that may decay or lose relevance over time. The BMID may be updated to reflect current campaigns and objectives, so they have the capacity to remain relevant forever.
Where the BMID is Used
The BMID is used in dozens of locations, but we most often see it used in Facebook Link, Email Signatures, and Partner links (although formal partner referrals are almost always managed via the partner_id URL parameter). If used in an Email Signature, a BMID should be assigned to each user, and the information that unfolds may be updated at any time. Further, if a BMID is present in a link, we can action a forced redirect from Yabber, so not only do we record relevant link referral data, but the destination the user is sent is always entirely relevant.
The BMID in Standard Link Shortcode
Detailed in an FAQ titled "How to Create an Internal or External Link on Your Website", we talk about how links on your website aren't just static boring links. Each link carries a large amount of information, is tracked to the granular level, and may have triggers applied. Now, a 'standard' tracked linked might look [link url="123"]like this[/link], but there are a large number of link shortcode attributes that available (some of which are linked below), and one of these is the BMID, so link shortcode [link url="123" bmid="demo_bmid"]liks this one[/link] will resolve custom UTM information in Xena with information returned via the statistics table. This usage once again demonstrates how the BMID might be used to mitigate the issue associated with static campaign links.
Creating a Shor.tt URL with a BMID
If no tracking is applied to a Shor.tt URL we'll always try and resolve applicable tags, and we'll always record a large amount of known data. However, you may create a Shor.tt URL with specific tracking tags (UTM Terms and/or the BMID). If you navigate to the Shor.tt creation panel you'll note that there's an 'Advanced' tab. Click it and various options are returned, including those for the BMID and UTM terms. Given that a BMID unfolds to return UTM data, how then does providing both options apply? The BMID is always recorded for statistical purposes but the UTM tracking terms will only be applied if they aren't hard coded into the URL. So, you may provide one, none, or all terms, or just a BMID, or a combination of both, and Yabber will only replace URM tags if they're not specifically defined by you. Complicated enough that you can ignore it. In reality, you'll either apply a BMID to a Shor.tt URL (if you choose to do so, remembering that the option sits in the Advanced panel), of you'll define all UTM tags yourself. Having a mix of terms is just complicated and negates the BMID effectiveness.
Pictured: If you navigate to the Shor.tt creation panel you'll note that there's an 'Advanced' tab. Click it and various options are returned, including those for the BMID and UTM terms. Given that a BMID unfolds to return UTM data, how then does providing both options apply? The BMID is always recorded for statistical purposes but the UTM tracking terms will only be applied if they aren't hard coded into the URL.
The behaviour we've just described is emulated in all links - not just shor.tt links, but it's entirely counterintuitive (in most cases) to provide the two types of tracking parameters.
Conclusion
The use of the BMID is advanced and for almost all users there's rarely a need to use it. All Xena tracking is automated so you'll always have an understanding of how campaigns are performing, but if using links outside of your website (as discussed above), you may find a need for the facility.
If you require assistance in the use of the BMID and you're unsure about how it's used, please make contact with us.
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