Slack Link Attribution (UTM Convention)

https://doris.apache.org/slack is the only Slack link we publish. It is a small tracking page (src/pages/slack.tsx) that records the click in the ASF Matomo instance and then forwards the visitor to the real invite link kept in docusaurus.config.js under customFields.slackInviteUrl. When the invite link is rotated, change it there and nothing else.

Russian community entry points use https://doris.apache.org/telegram with the same UTM parameters and redirect behavior. Its destination is configured once in customFields.telegramInviteUrl in docusaurus.config.js. Change that field when the Telegram link changes. These clicks use the same Community Acquisition category with the separate action Telegram Click. Locale-aware components use buildCommunityEntryUrl() so Russian visitors reach Telegram and other locales continue to use Slack.

Every channel keeps linking to /slack; what differs per channel is the UTM query string. Use these four standard parameters and nothing else:

Parameter	Question it answers	Allowed values
`utm_source`	Where does the visitor come from?	`website`, `github`, `linkedin`, `reddit`, `youtube`, `medium`, `newsletter`, `webinar`, `conference`, `partner`, or a specific organiser such as `awsug`
`utm_medium`	What kind of traffic is it?	`website`, `docs`, `social`, `community`, `content`, `event`, `offline`, `email`
`utm_campaign`	Which campaign? (optional for permanent entry points)	e.g. `doris_summit_2026`, `iceberg_webinar_202609`, `release_4_1`
`utm_content`	Which exact CTA / placement?	e.g. `homepage_hero`, `footer`, `docs_toc`, `github_readme`, `post_01`, `closing_slide`, `qr_code`

Value rules (the page enforces them, but write links this way so reports stay clean):

lowercase ASCII letters, digits, ., _, -; anything else becomes _
at most 64 characters per value
never use |, it is the field separator in the Matomo event name

Examples

Website header       https://doris.apache.org/slack?utm_source=website&utm_medium=website&utm_content=homepage_hero
Website footer       https://doris.apache.org/slack?utm_source=website&utm_medium=website&utm_content=footer
Docs TOC             https://doris.apache.org/slack?utm_source=website&utm_medium=docs&utm_content=docs_toc
GitHub README        https://doris.apache.org/slack?utm_source=github&utm_medium=community&utm_content=github_readme
LinkedIn post        https://doris.apache.org/slack?utm_source=linkedin&utm_medium=social&utm_campaign=community_growth_h2_2026&utm_content=post_01
Webinar              https://doris.apache.org/slack?utm_source=webinar&utm_medium=event&utm_campaign=iceberg_webinar_202609
Conference QR code   https://doris.apache.org/slack?utm_source=awsug&utm_medium=offline&utm_campaign=awsug_uzbekistan_2026&utm_content=closing_slide

Links rendered by the website itself are generated with buildSlackEntryUrl() from src/components/slack-redirect/slack-attribution.logic.js; do not hand-write them in React code.

Markdown content on the site uses these fixed values:

Where	`utm_medium`	`utm_content`
Blog posts (`blog/`)	`content`	`blog_<file-name-in-lowercase>`, cut to 64 characters
Community docs (`community/`)	`docs`	`community_join_page`, `contribute_guide`
Release notes (`releasenotes/`)	`docs`	`release_notes_<version>`, e.g. `release_notes_3_0_0`

Never link to join.slack.com directly from content: the invite link rotates, and a direct link skips the tracking page entirely.

What the page records

One Matomo event per click:

Category: Community Acquisition
Action:   Slack Click
Name:     source|medium|campaign|content

Attribution priority is utm_source > document.referrer > direct:

Situation	Event name
UTM present	`github\|community\|\|github_readme`
No `utm_source`, referrer available	`reddit.com\|referral\|\|` (host without `www.`)
Neither	`direct\|none\|\|`

Empty fields stay empty (github||| means the link only carried utm_source=github). Matomo also stores the full page URL and the referrer with the automatic page view, so the Referrers report can be used to discover sites that link to /slack without any UTM.

Note that links rendered inside doris.apache.org use rel="noreferrer", so a click from our own pages without UTM shows up as direct. That is why every in-site entry point carries UTM parameters.

Reading the numbers

In Matomo (https://analytics.apache.org/, site id 43):

Behaviour → Events → Event Names, category Community Acquisition.
Split the name on | to aggregate by source, medium, campaign or content.
Compare daily unique clicks with new Slack members for a rough click-to-join rate.

Clicks are not joins: once the visitor lands on join.slack.com we cannot see whether they completed the sign-up, so only aggregate trends are meaningful.

Timing

The page queues the event in _paq immediately and redirects from the event's callback, i.e. as soon as matomo.js has handed the request to navigator.sendBeacon. matomo.js sends its automatic page view first and holds later requests for 800ms, so with the tracker present the redirect happens roughly 0.9s after the page has rendered.

While matomo.js is still downloading the page waits up to 1.5s for it; if the script fetch already failed (ad blocker, 404) or no tracker is installed (development builds) it redirects at once - Resource Timing is used to tell the two apart. A hard cap of 2.5s applies in every case. Browsers without JavaScript are forwarded by a <noscript> meta refresh. The constants live at the top of src/components/slack-redirect/SlackRedirect.tsx.