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Rename utm_ URL parameters through donatewiki and paymentswiki
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Description

Our data about which campaigns and emails prompt which donations is getting less accurate as browsers and privacy extensions strip off URL parameters that are used by third-party tracking libraries, such as utm_campaign, fbclid, etc.

Lucky for us, we don't use any third-party tracking libraries, so we can just use different parameters on the URLs.

I propose just replacing 'utm' with 'wmf' in each parameter's name, so: wmf_campaign, wmf_source, wmf_key, wmf_medium.

We would continue to accept the old utm_ parameters at DonationInterface for a long transition period, and probably keep utm_ in the internal names to minimize schema changes and code changes.

Event Timeline

@Ejegg just making a note that we should report out on any QA we do to ascertain whether or not this works - i.e. do privacy-protecting browsers etc ignore these wmf tags or treat them differently to UTM tags.

@AKanji-WMF I would be very surprised to see them stripping parameters outside of a very small list of known tracking params, since that would break a lot of web sites.

Adding here my quick notes on things that we would want/need to change:

  • banner core js
  • donatewiki form js
  • the endowment switch (on donate, and payments)
  • passing from DonationInterface to TY page
  • storing in Fundraise Up for export
  • passing from Fundraise Up to TY page
  • js code on TY page, and fields passed to surveymonkey
  • app banners
  • portal banners
  • wikimediafoundation.org
  • sidebar
  • probably other stuff I'm not thinking of

Presuming fields stay the same in the database, so analytics scripts would be okay

Bringing this back to triage so we can discuss next steps and make subtasks if necessary.

@Pcoombe let's meet to discuss next steps to implementing this in the next couple of weeks.

@AKanji-WMF I'm out of office next week, but feel free to put something on my calendar for when I'm back

@Pcoombe brought up in a meeting that we need to update the parameters we pass through to the Thank You pages. To avoid really long URLs, he suggests we do a hard cutover in the payments-wiki code. This means he will need to update the TY page javascript to accept both prefixes for a while.

Change #1015351 had a related patch set uploaded (by Ejegg; author: Ejegg):

[mediawiki/extensions/DonationInterface@master] Use wmf_ params for redirect to TY pages (DEPLOY NOTE)

https://gerrit.wikimedia.org/r/1015351

@Ejegg I've updated the Thank You page to cope with either wmf_ or utm_ prefixes (and convert to utm_ for the survey links until we can get that fixed). So fine to push that patch out whenever you're ready.

Change #1015351 merged by jenkins-bot:

[mediawiki/extensions/DonationInterface@master] Use wmf_ params for redirect to TY pages (DEPLOY NOTE)

https://gerrit.wikimedia.org/r/1015351

@Ejegg There is some special-casing on payments forms which changes the logo and some of the link targets when utm_medium=endowment. Can you make that work with wmf_medium=endowment too?

Change #1025779 had a related patch set uploaded (by Ejegg; author: Ejegg):

[mediawiki/extensions/DonationInterface@master] Update endowment hook to respect wmf_medium

https://gerrit.wikimedia.org/r/1025779

Change #1025779 merged by jenkins-bot:

[mediawiki/extensions/DonationInterface@master] Update endowment hook to respect wmf_medium

https://gerrit.wikimedia.org/r/1025779

@Ejegg There is some special-casing on payments forms which changes the logo and some of the link targets when utm_medium=endowment. Can you make that work with wmf_medium=endowment too?

Good catch @Pcoombe! On my local wiki I saw the right footer links with the wmf_ parameter - it was just the logo that was wrong. I just deployed a fix for the logo. Do you want to check again? You may need to clear cookies or use incognito as we store endowment-or-not in session.

Cool, logo and links look good to me now. Thanks @Ejegg !