UTM Tracking - Know Where Your Leads Come From

You spend money on Facebook ads, Google ads, newsletters, flyers. But which actually brings in customers? Without tracking, you're just guessing.

What UTM tracking is

UTM parameters are bits you add to your website links. They tell analytics where someone came from.

Like this: yourwebsite.com?utm_source=facebook&utm_medium=cost_per_click&utm_campaign=winter_promo

When someone clicks that link, Google Analytics records "hey, this person came from our Facebook winter promo."

Why it matters

Without this, you don't know if your Facebook ad is working or if that newsletter is worth the time. With it, you see exactly which channels bring leads and sales.

How to use it

Most website builders and analytics tools have UTM builders built in now. You just fill in:

• Source - where they came from (facebook, google, newsletter)
• Medium - type of traffic (cpc, email, referral)
• Campaign - your specific campaign name (spring_sale, new_year)

Keep it consistent so you build up useful data over time.

The payoff

Once you know what's working, you can spend your marketing budget on what actually brings customers. It's the difference between guessing and knowing.

Start simple

Pick your main marketing channels. Add UTM tracking to links in each. See what the data tells you after a month or two.

You'll be surprised what you learn.