Use consistent UTM names for menu, version, and button position so layout decisions can be tied to outcomes.
Build a Rich Menu tracking URL
Name UTM values to answer a question
Use lowercase, a consistent naming convention, and no personal data in URLs because query strings can appear in analytics, server logs, and shared links.
| Parameter | Suggested value | What it answers |
|---|---|---|
| utm_source | line | Which platform sent the visit? |
| utm_medium | rich_menu | Which surface was used? |
| utm_campaign | main_2026_08 | Which campaign or version? |
| utm_content | top_products | Which button and position? |
Measure beyond click volume
Clicks are not sales. A popular button may lead to a slow or mismatched page, so connect it to downstream events such as purchase, form submission, or completed booking.
- Sessions from utm_medium=rich_menu
- Conversion rate by utm_content
- Revenue or leads by menu version
- Bounce and destination-page performance
- Rich Menu insight clicks compared with analytics sessions
Design an interpretable experiment
Change one major variable at a time, such as placement or CTA copy. Use comparable time windows and distinct campaign versions. Avoid conclusions from tiny samples or unusual promotional periods.
Official references
Confirm the latest official specification before using a workflow in a critical system.
Ready to map it on a canvas?
Drag, move, and resize action areas, then validate the JSON before publishing.
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