UTM Parameter & Lead Source Tracking Guide

What Are UTM Parameters?

UTM parameters are tags added to the end of your URLs to track where website visitors come from. They help you see which marketing campaigns, platforms, and sources are driving leads to your business.

Example:

https://yourwebsite.com?utm_source=googleads&utm_campaign=ksearch

Common UTM Parameters

Parameter	What It Tracks	Example(s)
`utm_source`	Where the traffic comes from	`googleads` `fbads` `email`
`utm_campaign`	The name of your campaign	`ksearch` `spring_sale`
`utm_medium`	The type of traffic	`cpc` `email` `social`
`utm_term`	The search keyword (paid search)	`maid+services`
`utm_content`	Which ad or link was clicked	Ad creative ID

How We Track Sources (Priority Order)

Our system processes lead sources in this order:

Referrals — highest priority
Campaign name - utm_campaign
Source name - utm_source
Ad platform detection (Google Ads, Facebook Ads, etc.)
Domain detection (google.com, facebook.com, yelp.com, etc.)
Other — lowest priority

If no UTM parameters are present, we store the referring domain (e.g., google.com, yelp.com, facebook.com).

Our form captures the visitor's source when they first land on your site — no matter which page. When they submit a form, we look up their original source and save it with the lead.

Setup by Channel

Google Ads

We recommend this tracking template for all Google Ads campaigns (set at the account or campaign level):

{lpurl}?utm_campaign=ksearch&utm_source=googleads&utm_medium=cpc&utm_term={keyword}&utm_matchtype={matchtype}&utm_network={network}&utm_device={device}&utm_content={creative}

Google's { } variables automatically fill in the click details. A resulting lead might look like:

Source: googleads
Medium: cpc
Campaign: ksearch
Search term: maid services
Network: g (Google Search)

Facebook / Instagram Ads

We recommend this URL parameter template for all Facebook and Instagram ad campaigns (set at the ad or campaign level in Ads Manager):

utm_campaign=kfb&utm_source=fbads&utm_medium=cpc&utm_content={{ad.name}}&utm_placement={{placement}}&utm_network={{site_source_name}}

Facebook's {{ }} variables automatically fill in the ad details on each click:

Variable	What It Inserts	Example Values
`{{ad.name}}`	The name of the ad	`spring_promo_v2`
`{{placement}}`	Where the ad appeared	`feed` `story` `reels`
`{{site_source_name}}`	Which platform served it	`fb` `ig` `an` (Audience Network)

A resulting lead might look like:

Source: fbads
Medium: cpc
Campaign: kfb
Content: spring_promo_v2
Placement: feed
Network: ig (Instagram)

Google Business Profile

Tag your GBP website link to distinguish it from organic Google traffic:

https://yourwebsite.com?utm_source=gbp

Without this, GBP visits just show as google.com — same as organic search.

Email Campaigns

https://yourwebsite.com/services?utm_source=email&utm_campaign=monthly_newsletter

Referral Links

When someone refers a customer to you:

https://yourwebsite.com/contact?utm_campaign=referral&utm_source=john_smith

Use utm_campaign=referral (this gets highest priority) and put the referrer's name in utm_source.

Quick Tips

✅ Use lowercase — our system normalizes everything to lowercase
✅ Use underscores instead of spaces (spring_sale, not spring sale)
✅ Be consistent — use the same values across similar campaigns
✅ Keep it simple — short, clear names work best
❌ Don't use special characters like &, %, or #
❌ Don't use spaces in parameter values

CRM Integration

We send lead data — including all UTM tracking info — to your CRM so you can see attribution all the way through to purchase.

Supported CRMs: Maid Central, Jobber, Service Autopilot, Go High Level (GHL), or combinations of these.

For Go High Level, we set up an incoming webhook that receives the lead info and maps all collected fields to the corresponding GHL fields. GHL workflows accept multiple incoming triggers, so this fits cleanly into your existing setup.

All lead and source data is also available in the MT app to view and export.

Testing Your UTM Parameters

Create your URL with UTM parameters
Visit the URL yourself
Submit a test lead form
Check your lead tracking to confirm the source recorded correctly

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