UTM Parameter & Lead Source Tracking Guide

What Are UTM Parameters?

UTM parameters are short tags you add to the end of any URL. When a visitor clicks your link, your site reads those tags and stores them alongside the lead — so you know exactly which campaign, channel, or referral produced that booking, all the way into your CRM (Maid Central, Jobber, Service Autopilot, or Go High Level).

Add them to any URL like this:

https://yoursite.com?utm_source=facebook&utm_campaign=spring_promo

How We Prioritize Lead Sources

Our system resolves the lead source by checking your URL in a fixed order. The first match wins — so a referral tag always beats a campaign name, which always beats a raw domain.

Priority	What We Check	Example
1 — Highest	Referral (`utm_campaign=referral`)	Word-of-mouth attribution
2	Campaign name matches a configured source	`utm_campaign=facebook`
3	Source name matches a configured source	`utm_source=instagram`
4	Known ad platform identifier	`utm_source=google_ads`
5	Google click ID auto-detection	`gclid=…` in the URL
6	Referring domain (no UTM at all)	`google.com`, `yelp.com`
7 — Lowest	Everything else	Direct / typed URLs

Setup Guide By Channel

Google Ads

Use this URL template in your Google Ads final URL suffix. The {...} placeholders are auto-filled by Google at serve time:

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

What you'll see in the lead data:

Source → googleAds
Medium → cpc
Campaign → your campaign name (e.g. spring_cleaning)
Search Term → what the customer actually typed

Facebook & Instagram Ads

Add UTM params manually in the ad's destination URL field. Facebook won't auto-fill keyword data, so keep it simple:

?utm_source=facebook_ads&utm_campaign=MY_CAMPAIGN_NAME

For Instagram specifically:

?utm_source=instagram_ads&utm_campaign=MY_CAMPAIGN_NAME

Google Business Profile

Add a source tag to your GBP website link so GBP visits are distinguished from general organic Google traffic:

?utm_source=gbp

Without this, GBP clicks appear as google.com — indistinguishable from organic search.

Email Campaigns

Tag every link in your email blasts:

?utm_source=email&utm_campaign=monthly_newsletter

Use a consistent utm_campaign name per send so you can compare performance over time.

Referral Tracking

When someone refers a new customer, use this pattern — referral in campaign gets the highest priority in our system:

?utm_campaign=referral&utm_source=john_smith

The referrer's name (from utm_source) is saved directly on the lead record.

Yelp & Other Directories

Any directory that lets you set a custom website URL should get a source tag:

?utm_source=yelp_ads → paid Yelp ads

?utm_source=yelp → free Yelp listing link

Without it, Yelp visits show as yelp.com with no campaign distinction.

Complete URL Examples

Google Ads (with ValueTrack params)

https://yoursite.com/?utm_campaign=ksearch&utm_source=googleads&utm_medium=cpc&utm_term={keyword}&utm_matchtype={matchtype}&utm_device={device}

Facebook Ad

https://yoursite.com/contact?utm_source=facebook_ads&utm_campaign=spring_cleaning

Email Newsletter

https://yoursite.com/services?utm_source=email&utm_campaign=march_newsletter

Google Business Profile

https://yoursite.com?utm_source=gbp

Referral Link

https://yoursite.com/contact?utm_campaign=referral&utm_source=mike_johnson

Quick Rules

✅ Always use lowercase — our system matches case-insensitively but lowercase keeps things consistent
✅ Use underscores instead of spaces — email_newsletter not email newsletter
✅ Be consistent — pick a naming convention and stick to it across campaigns
✅ Keep names short and clear — spring_cleaning beats SpringCleaning2025PromoV2
❌ No special characters — avoid &, %, # inside parameter values
❌ No spaces — use underscores or hyphens only

How the Form Tracks Across Pages

You don't need to worry about which page the lead form lives on. When a visitor first lands on your site, we capture and store their source info immediately — even if they browse around before submitting. When they eventually fill out the form, we look up that original source and attach it to the lead automatically.

All attribution data is:

Visible in the MT app (viewable and exportable)
Sent to your CRM the moment the lead submits the form
Mapped to the correct CRM fields (for GHL, via incoming webhook → workflow)

Testing Your Setup

Before launching a campaign, verify tracking is working in four steps:

Build your URL with UTM parameters attached
Open it in a private/incognito browser window
Submit the lead form with a test name (e.g. UTM Test)
Check the MT app lead log — confirm the source, campaign, and medium were recorded correctly

If the source shows Other or the domain instead of your campaign, double-check your parameter spelling — a typo like utm_soruce will silently fail.