The $1,000 Question
You're spending $500/month on Google Ads and $300 on Facebook. A lead fills out your form. **Which ad brought them?**
Without tracking, you're flying blind. You might be wasting half your ad budget on campaigns that don't convert.
UTM Tracking Basics
UTM parameters are tags you add to URLs to track where traffic comes from. When someone clicks your ad, these tags tell your CRM exactly which campaign sent them.
- **utm_source:** Where the traffic came from (e.g., google, facebook)
- **utm_medium:** How they got to you (e.g., cpc, organic, email)
- **utm_campaign:** Which specific campaign (e.g., spring_promo)
UTM Examples You Can Copy
| Platform | Recommended URL Structure | Meaning |
|---|---|---|
| Google Ads | utm_source=google&utm_medium=cpc&utm_campaign=cleaning_sf | Paid search traffic from SF campaign |
| Facebook/Meta | utm_source=facebook&utm_medium=paid&utm_campaign=spring_promo | Paid ad for spring promo |
| Instagram Bio | utm_source=instagram&utm_medium=organic&utm_campaign=bio_link | Free traffic from profile link |
| Google Business | utm_source=gmb&utm_medium=organic&utm_campaign=local_seo | Local map pack traffic |
How to Set Up UTM Tracking
- **Step 1: Add UTMs to Your Ad URLs.** In Google Ads and Facebook Ads Manager, populate the 'Final URL Suffix' or destination URL with your parameters.
- **Step 2: Use a CRM That Captures UTMs.** Your form needs to read these invisible URL tags and save them with the lead. ServiceHub does this automatically.
- **Step 3: Analyze Monthly.** After 30 days, check your 'Leads by Source' report. Cut the losers, double down on winners.
Pro Tips for Service Businesses
- **Track offline too:** Use different phone numbers for different campaigns (CallRail) to track callers.
- **Be consistent:** Always use lowercase (e.g., 'email' not 'Email').
- **Don't over-track:** Start with source/medium/campaign. That's enough for 99% of local businesses.
The ROI of Tracking
One cleaning business discovered 80% of their Google Ads spend was going to a campaign with 0 bookings. After cutting it, they got 3x more leads for the same budget.
**You can't optimize what you don't measure.**
?FAQ: Lead Source Tracking
What are UTM parameters?▼
Tags added to the end of a URL that tell analytics tools exactly where a visitor came from.
Can I track Google Local Services (LSA)?▼
Not directly with UTMs since Google controls the link, but you can track them via unique tracking phone numbers or by asking 'How did you find us?' on intake.
See exactly where your leads come from
ServiceHub automatically captures UTM parameters from your booking form so you know which ads are working.