Meeting Title: Eden UTM Spreadsheet Review Date: 2025-11-25 Meeting participants: Henry Zhao, Zoran Selinger


WEBVTT

1 00:00:25.970 00:00:27.080 Zoran Selinger: Hi, Hannity.

2 00:00:30.210 00:00:31.070 Zoran Selinger: Hello?

3 00:00:34.890 00:00:37.650 Henry Zhao: Yeah, hey, can you give me a few minutes? Sure. I’ll be very bad.

4 00:00:37.720 00:00:38.450 Zoran Selinger: Bye.

5 00:00:38.450 00:00:39.550 Henry Zhao: Megan, thank you.

6 00:00:55.590 00:00:57.250 Henry Zhao: 16th, Queen…

7 00:01:06.940 00:01:09.460 Henry Zhao: Alright, got a few things to take care of.

8 00:01:12.290 00:01:15.000 Henry Zhao: Do you want to talk about the UTM spreadsheet first?

9 00:01:15.340 00:01:21.850 Zoran Selinger: Sure, sure, I mean, it’s, that… Okay, yeah.

10 00:01:23.160 00:01:25.479 Henry Zhao: So these are examples, I think we can,

11 00:01:39.390 00:01:47.300 Henry Zhao: So it’s just these, get rid of… examples,

12 00:01:53.290 00:01:56.810 Henry Zhao: Do you have any questions or any… any doubts on this stuff?

13 00:01:58.380 00:02:00.320 Henry Zhao: This one I think we’re gonna get rid of.

14 00:02:00.520 00:02:05.020 Zoran Selinger: The only thing that I see there is…

15 00:02:05.030 00:02:06.040 Henry Zhao: we…

16 00:02:06.380 00:02:11.100 Zoran Selinger: When it comes to best practices, is we are not lowercasing.

17 00:02:11.840 00:02:13.220 Zoran Selinger: Everything.

18 00:02:13.220 00:02:13.770 Henry Zhao: capital.

19 00:02:14.220 00:02:15.829 Henry Zhao: I’ll just watch the TV then, man.

20 00:02:16.830 00:02:22.619 Henry Zhao: Usually, when I do queries, I lowercase everything, so it shouldn’t be a big deal, in my queries, at least. I don’t know about yours.

21 00:02:23.410 00:02:27.669 Zoran Selinger: it’s still going to affect… I mean.

22 00:02:29.000 00:02:36.079 Zoran Selinger: I’m thinking about how it’s going to affect, for example, NordBeam and GA4.

23 00:02:36.400 00:02:51.099 Zoran Selinger: Because it is case sensitive, like GA4, this is case sensitive, so we can do a lot on the reporting side, of course, but not every… everywhere it will be consistent if you’re not consistent in tagging.

24 00:02:51.740 00:02:57.179 Henry Zhao: Okay, so it’s just Matthias, so that’s the good news, right? This is why I think it’s good that we put the person here.

25 00:02:59.530 00:03:01.369 Henry Zhao: So I literally just have to tell Matthias.

26 00:03:02.360 00:03:06.300 Henry Zhao: And I believe… The…

27 00:03:06.690 00:03:11.309 Henry Zhao: Catalyst one, which is pretty much the only one that’s live, is lowercase. Oh, man, it also… Shoot.

28 00:03:11.900 00:03:16.789 Zoran Selinger: Yeah So we need to… so… so we are going from…

29 00:03:16.790 00:03:21.980 Henry Zhao: This should also be broken up. This should be broken up to, Facebook, Instagram.

30 00:03:24.130 00:03:25.399 Zoran Selinger: Well, yes.

31 00:03:26.160 00:03:30.640 Zoran Selinger: What we have in our… in… in what we collected so far.

32 00:03:31.350 00:03:36.280 Zoran Selinger: is we collected, just FB or IG.

33 00:03:37.290 00:03:41.229 Henry Zhao: Yeah, okay, so hey Mattis, I would recommend a few changes to your UTM setup.

34 00:03:43.530 00:03:47.389 Henry Zhao: One, I would lowercase everything.

35 00:03:48.560 00:03:51.039 Henry Zhao: Changed it in the sheet already.

36 00:03:51.550 00:03:58.320 Henry Zhao: This will avoid problems in the future with Northbeam and GA4.

37 00:03:58.910 00:04:00.970 Henry Zhao: Which might be case sensitive.

38 00:04:01.680 00:04:03.989 Zoran Selinger: They, they are case sensitive.

39 00:04:04.780 00:04:05.520 Zoran Selinger: And…

40 00:04:07.140 00:04:12.560 Henry Zhao: I’m… I would split Meta into FB, IG, etc, etc.

41 00:04:12.950 00:04:13.990 Henry Zhao: Yes.

42 00:04:15.110 00:04:15.680 Henry Zhao: Alright.

43 00:04:15.680 00:04:17.989 Zoran Selinger: Let’s… let’s also discuss…

44 00:04:18.170 00:04:27.069 Zoran Selinger: organic versus paid. So, if it’s organic social, let’s use organic underscore social, and if it’s…

45 00:04:27.310 00:04:45.180 Zoran Selinger: paid social, yeah, paid underscore social. Obviously, I, I do expect both Meta, for example, and… sorry, both Facebook and IG to also have org… paid… sorry, organic social, and and…

46 00:04:46.110 00:04:47.540 Zoran Selinger: Paid social.

47 00:04:48.340 00:04:52.920 Henry Zhao: Yeah, but we wouldn’t see organic social, because people that share their own links, they’re not gonna put UTMs.

48 00:04:53.180 00:04:54.110 Henry Zhao: So…

49 00:04:56.820 00:04:58.660 Zoran Selinger: What do you mean, does sh…

50 00:04:59.330 00:05:04.719 Zoran Selinger: I mean, are we putting anything out on organic ourselves?

51 00:05:05.080 00:05:06.810 Henry Zhao: Yes, but that’s all through the platform.

52 00:05:11.640 00:05:21.599 Zoran Selinger: through which platform? I mean, I’m thinking about… so this is what I’m asking you. Are we making any… so, presumably, we have a Facebook and an Instagram page.

53 00:05:22.200 00:05:22.730 Henry Zhao: Yep.

54 00:05:23.090 00:05:28.119 Zoran Selinger: And we are putting… putting, like, organic, posts there.

55 00:05:29.340 00:05:32.220 Henry Zhao: No, that… I don’t think we have UTMs.

56 00:05:33.190 00:05:35.429 Zoran Selinger: That should… that should be UTM’d as well.

57 00:05:36.770 00:05:39.160 Henry Zhao: Yeah, we should. Let me double-check on that.

58 00:05:39.160 00:05:45.210 Zoran Selinger: Yeah, so organic, so just normal social posts should also be

59 00:05:45.390 00:05:49.569 Zoran Selinger: UTM’d. And we should use,

60 00:05:49.790 00:05:53.110 Zoran Selinger: like, URL shorteners, for sure, there.

61 00:06:19.270 00:06:20.150 Zoran Selinger: Yeah.

62 00:06:20.150 00:06:20.710 Henry Zhao: Okay.

63 00:06:22.520 00:06:25.940 Henry Zhao: okay with the handle of Influencer for the UTM source. We just thought, since we only.

64 00:06:25.940 00:06:29.220 Zoran Selinger: Yeah, yeah, yeah. I think that does make sense.

65 00:06:29.220 00:06:29.630 Henry Zhao: Yeah.

66 00:06:30.850 00:06:38.830 Zoran Selinger: The only thing that’s not perfectly clear to me, for example, was the platform itself. We don’t have that here.

67 00:06:39.600 00:06:41.140 Zoran Selinger: So, is it Instagram?

68 00:06:41.140 00:06:41.830 Henry Zhao: Notion.

69 00:06:42.070 00:06:49.060 Zoran Selinger: Is it Snapchat? Is it… So we can use other parameters for that. I just… it’s…

70 00:06:49.060 00:06:49.610 Henry Zhao: Captain.

71 00:06:49.770 00:06:57.349 Zoran Selinger: When I look at it, I… okay, I understand this is an influencer, that’s perfectly clear from the UTM menu source, but on which platform? That’s…

72 00:06:57.530 00:07:07.270 Zoran Selinger: I’m not clear on that. Maybe we can use UTM content? That’s fine. It’s completely arbitrary. I would just like to understand from there, right there.

73 00:07:07.270 00:07:11.789 Henry Zhao: The issue is, I don’t think the influencers are going to customize it this much.

74 00:07:12.390 00:07:14.390 Zoran Selinger: Yeah, I mean.

75 00:07:14.390 00:07:20.339 Henry Zhao: and be like, alright, do this link if you’re posting it on your Instagram, do this link if you’re posting it on your Facebook. I think most of the influencers are probably just on one, like…

76 00:07:20.590 00:07:23.999 Henry Zhao: I, like, you think… well, actually, I don’t know if it matters, if it’s in.

77 00:07:24.000 00:07:24.969 Zoran Selinger: If it’s possible.

78 00:07:24.970 00:07:26.170 Henry Zhao: What about the platform.

79 00:07:26.800 00:07:27.440 Henry Zhao: If it’s.

80 00:07:27.440 00:07:31.020 Zoran Selinger: possible, that would be a nice, nice one. Okay.

81 00:07:31.170 00:07:34.370 Zoran Selinger: Just so you’re understanding right there from the tags.

82 00:07:34.700 00:07:35.460 Henry Zhao: Yeah.

83 00:07:35.570 00:07:36.790 Zoran Selinger: Mmm…

84 00:07:37.580 00:07:39.139 Henry Zhao: Let’s say it in this slot.

85 00:07:41.520 00:07:44.880 Zoran Selinger: The other thing is, I’m thinking about

86 00:07:45.790 00:07:54.080 Zoran Selinger: Paid channels, do we treat video and display separately from from keywords.

87 00:07:54.550 00:07:56.029 Henry Zhao: One second, let me finish typing this.

88 00:07:56.030 00:07:57.039 Zoran Selinger: Oh, sorry?

89 00:08:14.040 00:08:15.130 Henry Zhao: Okay, what else?

90 00:08:17.290 00:08:37.260 Zoran Selinger: I’m wondering if we… when it comes to Google, Google Ads, for example, do… do we want to separate UTM mediums to video, to shopping, to display? Okay, search CPC, shopping CPC, you already have it there. Good, good.

91 00:08:39.220 00:08:41.679 Zoran Selinger: What about video and display?

92 00:08:42.390 00:08:46.120 Henry Zhao: I don’t think those are common enough. I don’t think… I don’t see… I don’t think there’s a lot of video for Aiden.

93 00:08:47.540 00:08:56.540 Zoran Selinger: Yeah, I… yeah, I mean, I know that maybe display… I know we are very focused on the upper funnel, so these are two,

94 00:08:56.670 00:09:04.190 Zoran Selinger: These are two, ad formats, media formats, that are, applicable to the upper funnel.

95 00:09:04.980 00:09:09.660 Zoran Selinger: So we might end up using them.

96 00:09:11.500 00:09:14.509 Henry Zhao: Okay, if you want, you can ask in the marketing, channel.

97 00:09:14.730 00:09:15.340 Zoran Selinger: Yeah.

98 00:09:16.660 00:09:17.459 Henry Zhao: In this one.

99 00:09:19.070 00:09:22.610 Henry Zhao: If you can do it, that would be great, because I don’t want to keep being the one asking.

100 00:09:23.080 00:09:26.870 Zoran Selinger: I’m not in that channel anyway. Can you add me?

101 00:09:26.870 00:09:31.099 Henry Zhao: You should be, honestly, because this is… you are taking over marking, right, basically?

102 00:09:31.280 00:09:34.940 Zoran Selinger: Yeah, yeah, this is the first time I see this channel.

103 00:09:35.770 00:09:39.109 Henry Zhao: I guess you’re changing over marketing and I’m changing over pharmacy, right?

104 00:09:39.760 00:09:41.780 Zoran Selinger: I think that’s… that’s the idea, yes.

105 00:09:42.560 00:09:43.700 Henry Zhao: Let us thou shoot.

106 00:09:48.870 00:09:49.790 Henry Zhao: What is this one?

107 00:09:51.090 00:09:53.689 Henry Zhao: Yeah, so I will be taking over this pharmacy stuff.

108 00:09:55.350 00:10:00.280 Henry Zhao: As well as finance fulfillment forecasting, and Mixpanel, okay?

109 00:10:01.340 00:10:16.200 Zoran Selinger: Okay, I’ll continue that conversation about UTMs, I’ll take over that then. Yeah, I did know the training happened last week, and that’s why I kind of bombarded everyone with questions.

110 00:10:16.200 00:10:17.300 Henry Zhao: And I post about.

111 00:10:17.300 00:10:17.680 Zoran Selinger: Good morning.

112 00:10:17.680 00:10:21.969 Henry Zhao: If you want to read about it, I posted more details here. Okay.

113 00:10:21.970 00:10:22.640 Zoran Selinger: Little.

114 00:10:23.420 00:10:24.609 Henry Zhao: Just to give it a deeper catch-up

115 00:10:32.510 00:10:34.150 Henry Zhao: Oh, maybe I didn’t post about it.

116 00:10:35.440 00:10:39.409 Henry Zhao: Yeah, I don’t think I posted about it. I think I… in my mind, I posted about it.

117 00:10:39.900 00:10:44.270 Henry Zhao: What’s, or did I post it in the wrong channel?

118 00:10:45.790 00:10:49.399 Zoran Selinger: So this is the client, Eden, did you post it in a marketing channel?

119 00:10:49.400 00:10:50.790 Henry Zhao: No, I posted it to you guys.

120 00:10:51.310 00:10:52.130 Zoran Selinger: Okay.

121 00:10:57.370 00:10:58.729 Henry Zhao: But I ended up not posting it.

122 00:11:02.920 00:11:06.030 Henry Zhao: I want to tag you in it so you can just see the details.

123 00:11:07.550 00:11:09.109 Henry Zhao: Did I know post-its?

124 00:11:09.900 00:11:11.370 Henry Zhao: Weren’t I put in the wrong…

125 00:11:13.480 00:11:15.409 Henry Zhao: Yeah, I guess I didn’t post it. Sorry about that.

126 00:11:17.830 00:11:20.619 Henry Zhao: I thought I posted it and tagged you, but I didn’t. Sorry.

127 00:11:22.640 00:11:31.070 Zoran Selinger: Okay, okay, I’ll, I’ll ask Stuart in that channel, about the potential display and video.

128 00:11:31.400 00:11:37.189 Zoran Selinger: And look if I see anything else that might be missing.

129 00:11:37.190 00:11:38.809 Henry Zhao: Oh, I did pause, it says number 1 here.

130 00:11:41.760 00:11:46.210 Henry Zhao: I didn’t write that much, I just said,

131 00:11:49.860 00:11:50.360 Henry Zhao: I gave.

132 00:11:50.360 00:11:51.030 Zoran Selinger: That’s true.

133 00:11:51.030 00:11:54.249 Henry Zhao: Oh, no, I can post about the training for Mixpanel, not.

134 00:11:56.200 00:11:58.770 Zoran Selinger: Oh, okay, so it’s, it’s mixed panel, okay, cool.

135 00:11:58.770 00:12:00.500 Henry Zhao: But just as a fly, I remember.

136 00:12:05.440 00:12:07.259 Henry Zhao: No, I guess I didn’t. Sorry.

137 00:12:08.720 00:12:15.780 Zoran Selinger: Doesn’t matter, it’s fine. If you have anything on it, if you have any slides, I would like to see them.

138 00:12:15.780 00:12:17.980 Henry Zhao: No, I think I can share with you the recording.

139 00:12:18.740 00:12:19.669 Zoran Selinger: Okay, sure.

140 00:12:19.670 00:12:20.500 Henry Zhao: Should we…

141 00:12:20.500 00:12:21.140 Zoran Selinger: Dr.

142 00:12:21.140 00:12:26.140 Henry Zhao: I didn’t respond to him. How do I go to our record? Oh, I’m on my personal…

143 00:12:26.790 00:12:30.849 Henry Zhao: Zoom. Okay, so I gotta go to my other Zoom. But anyway, let’s figure out…

144 00:12:31.030 00:12:33.720 Henry Zhao: The, let’s see what the TSN, actually.

145 00:12:40.590 00:12:41.350 Zoran Selinger: Okay.

146 00:12:46.540 00:12:49.630 Henry Zhao: Okay, so we’re good on the lowercase, so everyone should be doing lowercase.

147 00:12:49.870 00:12:52.000 Henry Zhao: Except, wasn’t there a TikTok or something like that?

148 00:12:52.640 00:12:53.510 Henry Zhao: One second.

149 00:12:53.850 00:12:59.630 Zoran Selinger: I mean, I see… I see IG, I see FB, when I… when I pull the data.

150 00:12:59.630 00:13:01.520 Henry Zhao: Those might be old, yeah.

151 00:13:01.520 00:13:03.839 Zoran Selinger: Yeah, this might be old, yes, of course.

152 00:13:04.240 00:13:07.110 Henry Zhao: Yeah, okay, we’re good, I think. It was just these three, they’re all Matthias.

153 00:13:10.040 00:13:19.349 Henry Zhao: So this one, I’m gonna add the suggestion that you said, and I’m also gonna make this collapsible, so I’m gonna make it so that you can look at it by YouTube Medium, then you can also expand it to all of these.

154 00:13:19.810 00:13:20.710 Henry Zhao: Excellent.

155 00:13:22.700 00:13:35.520 Zoran Selinger: Okay, so basically the analysis will be essentially automatic, I just have to, have a task where I will actually log in and look at the report.

156 00:13:35.620 00:13:38.330 Zoran Selinger: And then flag, if anything needs flagging.

157 00:13:38.330 00:13:41.550 Henry Zhao: I already sent this to Eden, so they can also do this. Let me…

158 00:13:41.560 00:13:47.509 Zoran Selinger: But yeah, yeah, yeah, I feel like it’s my responsibility to have a look once a week, and…

159 00:13:54.050 00:13:54.919 Henry Zhao: Yeah, we should.

160 00:14:03.390 00:14:06.299 Henry Zhao: Alright, so I now shared with Marketing Analytics.

161 00:14:06.780 00:14:13.790 Henry Zhao: Alright, let’s do the session ID stuff. Were you in that chat?

162 00:14:16.670 00:14:23.069 Zoran Selinger: Oh yeah, session… So, I just… I’m just working on it.

163 00:14:23.500 00:14:25.939 Henry Zhao: Okay, so you don’t need me for this, you are able to handle this?

164 00:14:27.400 00:14:44.330 Zoran Selinger: Yeah, so if you look at the tables, the raw data tables and thank you page visits tables, you will see… so in the raw data table, you’ll see three new columns, and in the thank you page visits, you’ll see 4 new columns.

165 00:14:44.770 00:14:50.789 Zoran Selinger: But I’m waiting for Ryan’s approval to go live with the changes.

166 00:14:50.970 00:14:54.449 Henry Zhao: But this is also not… oh, is it backfillable? Let’s see, backfillable.

167 00:14:57.280 00:14:59.000 Henry Zhao: With fallback. Okay, got it.

168 00:14:59.490 00:15:04.190 Henry Zhao: Okay, cool. So once you’re done, let me know so I can make the changes to my code for attribution.

169 00:15:05.450 00:15:23.219 Zoran Selinger: Sure, sure. Once the data starts streaming in, I’ll let you know. I just did this earlier today, and asked Ryan for review. So, I’ve made changes to GTM, and I’ve made changes to the tables, and made changes to the work edge

170 00:15:23.330 00:15:25.140 Zoran Selinger: Edge layer worker.

171 00:15:25.340 00:15:26.100 Zoran Selinger: Yeah.

172 00:15:26.660 00:15:33.560 Henry Zhao: Transaction ID to tables, which is more reliable than transaction IDs. Ron is adding this.

173 00:15:33.980 00:15:36.850 Henry Zhao: to base tables, when he’s done.

174 00:15:38.020 00:15:44.700 Henry Zhao: I need to fix these downstream in my attribution dbt models.

175 00:15:44.900 00:15:50.380 Henry Zhao: and any Tableau… dashes, I guess.

176 00:15:50.790 00:15:56.430 Henry Zhao: Backlog, priority, medium, signing Henry Zelle, let’s probably take 2 points, I’d say.

177 00:16:00.560 00:16:01.270 Henry Zhao: It’s that one.

178 00:16:01.270 00:16:01.810 Zoran Selinger: Yeah.

179 00:16:01.810 00:16:05.840 Henry Zhao: What is your task for the sessions, so I can add it as the pendants?

180 00:16:07.050 00:16:09.330 Zoran Selinger: Right, so I have two.

181 00:16:10.780 00:16:12.080 Zoran Selinger: Do you see them?

182 00:16:16.660 00:16:18.750 Zoran Selinger: Okay, let me, let me…

183 00:16:19.510 00:16:26.739 Zoran Selinger: get a clear answer to you. So, first one is update edge layer to accommodate Bask Update.

184 00:16:26.850 00:16:28.150 Henry Zhao: Basically, yeah.

185 00:16:28.150 00:16:39.590 Zoran Selinger: Update Edge Layer, yes. So that’s in client review. And the second one is, Edge, identify, enrichment.

186 00:16:39.780 00:16:51.580 Zoran Selinger: Because I’m also adding segment and Google, segment user ID, segment anonymous ID, and a… Google Client ID.

187 00:16:51.990 00:16:52.530 Henry Zhao: Okay.

188 00:16:53.280 00:16:54.380 Henry Zhao: Alright, all good.

189 00:16:54.380 00:16:55.020 Zoran Selinger: Yep.

190 00:16:55.660 00:16:56.250 Henry Zhao: Whoa!

191 00:16:56.510 00:16:57.690 Henry Zhao: Great teamwork.

192 00:16:58.220 00:17:00.190 Zoran Selinger: Anything else we’ll talk about?

193 00:17:00.510 00:17:02.059 Zoran Selinger: No, not right now.

194 00:17:03.010 00:17:03.660 Henry Zhao: Okay.

195 00:17:03.740 00:17:04.550 Zoran Selinger: Yeah.

196 00:17:09.069 00:17:10.320 Henry Zhao: Okay, sounds good.

197 00:17:11.089 00:17:13.409 Henry Zhao: I’m gonna prepare for the stand-up now. I’ll talk to you… talk to you later.

198 00:17:13.410 00:17:14.810 Zoran Selinger: Thanks, bye.

199 00:17:14.819 00:17:15.749 Henry Zhao: Thank you, bye-bye.