How to Set Up Promotion Points & Situation Parameters

How It Works

Mention Me allows businesses to track promotion performance using "situation" parameters added to referral touchpoint URLs. This enables you to compare the effectiveness of various marketing channels (e.g., homepage links, emails, social media) via the Promotion Points report.

By applying structured naming conventions to your referral URLs and optionally integrating Google Analytics tracking, you can surface powerful insights about where your referred customers are coming from.

The Basics of Promotion Points

Use the ?situation= parameter on your referral URLs to define where the touchpoint took place.

Example URL:

https://www.yoursite.com/refer-a-friend?situation=homepage_header

• This will appear as homepage_header in your reports.

To view performance, go to Reporting > Conversion & Funnel > Promotion Points in the Mention Me portal.

Default Promotion Points

Here are common default situation parameters used within the Mention Me system:

• postpurchase: Customer sees the offer post-checkout
• landingpage: Promo triggered from dedicated landing page
• dashboard: Customer accesses dashboard directly
• dashboard-register: Redirected to offer page as no active campaign was available
• dashboard-first-time-register: Registered and redirected to dashboard
• manually: Customer added manually (e.g., via support)
• externallink: Referral initiated via static URL (e.g., blog or FAQ page)
• [x]-parallel-campaign: User enrolled in parallel campaigns (e.g., landingpage-parallel-campaign)
• batch-enrolled: Customer uploaded via batch import
• tag-batch-register / tag-batch-register-silently: Batch registered via CSV/tag
• existingcustomerreferee: Customer tries to refer themselves or is already a customer
• checkout: A "catch all" when no referrer can be matched

This list isn’t exhaustive but represents many of the most common sources.

Creating Custom Promotion Points

You can tailor situation names to track specific emails, banners, page sections, and other promotional touchpoints. Simply append the parameter like this:

.../refer-a-friend?situation=get_free_homepage

How to Structure Situation Parameters

Use consistent and descriptive naming using the format:
main-touchpoint_secondary-touchpoint_optional-extra

Main Touchpoints

• Homepage
• Email
• Social
• Other

Recommended Secondary Touchpoints

• Homepage: Header, Footer, Banner
• Email: Newsletter, Lifecycle, Solus
• Social: Post, Ad
• Other: Insert, Catalogue, Direct Mail

Optional: Add more details like audience group or campaign name.

Examples

• situation=homepage_header
• situation=email_newsletter_lapsedcustomer
• situation=social_ad_facebook

Full Tracking URL Example

A fully tracked referral URL might include both the situation parameter and Google Analytics (UTM) tracking:

https://www.yoursite.com/refer-a-friend?situation=homepage_header&utm_source=mentionme&utm_medium=referral&utm_campaign=referafriend

Integrating Google Analytics Parameters

For deeper insight, you can combine Mention Me tracking with your own GA setup. Append utm_source, utm_medium, and utm_campaign to referral URLs.

Read the Google Analytics integration guide here.