Know which campaigns bring customers

UTM parameters are labels added to a URL. Source identifies the sender or platform. Medium identifies the channel. Campaign identifies the promotion.

1. Use lowercase values and keep one spelling for each source.
2. For a customer email, use source newsletter, medium email, and campaign autumn-maintenance.
3. For an unpaid Facebook post, use source facebook and medium social.
4. For a printed flyer, use source flyer and medium offline. Expect a custom or unassigned channel unless configured.

Use content to distinguish placements, such as header-button or footer-link. Never put customer names, email addresses, or private details in a URL.

• Google campaign URL guidance

Enter the public destination and campaign labels in the builder below. It keeps existing query parameters and the page's section link.

The builder replaces existing UTM labels. It does not install analytics, create an ad, or send the link anywhere.

Use tagged links for external campaigns. Do not add them to navigation links within the website, where they can confuse attribution.

A redirect or a short-link service can remove campaign labels. Check the actual destination before a campaign goes out.

1. Copy the result and open it in a fresh test visit.
2. Confirm that the correct page opens and the address still contains the UTM labels after redirects.
3. Complete the intended action and verify its event.
4. After processing, check Traffic acquisition using Session source / medium and Session campaign.
5. For a printed QR code, scan the printed proof with a phone before ordering the full batch.

Use a fresh session for a clean attribution test. Reports can lag, and revisiting within an existing session can retain its original source.

Google Ads can use auto-tagging and its click identifier. Preserve those parameters through redirects.

Use the ad platform's tracking settings consistently. Do not replace its automatic identifiers with invented values.

1. Check the linked Analytics property and auto-tagging configuration with the ad account owner.
2. Test the final landing page with all tracking parameters present.
3. Check whether external booking or checkout tools preserve the required attribution.

• Google Ads auto-tagging

Review campaigns over the same period. Compare spend, qualified enquiries, won work, and time to respond.

A cheap click can still be a poor result if it comes from outside the service area or requests work the business cannot supply.

Week | Source / medium | Campaign | Spend | Qualified enquiries | Won jobs
Example | newsletter / email | autumn-maintenance | 40 | 8 | 2

Cost per qualified enquiry = spend / qualified enquiries
Cost per won customer = spend / new customers won
No enquiries or customers: leave the rate blank. Investigate the cause.

The example is illustrative. Choose an affordable test budget from the business's own margins and capacity.