Tracking marketing campaigns
Campaign tracking shows which channels and ads lead to enquiries and revenue. Budgets can then be allocated on evidence.
Budget decisions based on closed deals
Without reliable figures, budgets tend to follow clicks and reach. With them, spend can be judged like any other investment.
UTM parameters with a convention
UTM parameters assign visits to a source, medium and campaign. A fixed convention with lower case and set medium values ensures GA4 maps visits to the right default channels. A shared link generator keeps values consistent.
Google Ads is linked via auto-tagging (gclid).
For Meta, LinkedIn and other platforms, templates add the parameters automatically.
Landing pages
The action that counts as success is defined for each campaign in advance. Bounces, interactions and conversions per landing page show where ad and page do not match. For key campaigns, we build dedicated landing pages.
Conversions and attribution
We set up conversions in GA4 and the ad platforms, with Consent Mode v2 and server-side where needed. Data-driven attribution in GA4 spreads credit across several touchpoints, not just the last click. Deals closed in sales are fed back from the CRM.
Each ad platform credits conversions to itself, so the total often exceeds actual deals. GA4 and the CRM are the neutral reference.
Reporting
A dashboard shows costs, conversions and revenue per channel and campaign in one place.