UTM Tracking Guide
Tag your ad URLs with UTM parameters so every booking can be traced back to the campaign that drove it.
What Are UTM Parameters?
UTM parameters are tags you add to your URLs. When a customer clicks your ad and later books a tour, the platform captures these tags and stores them against the booking. This tells you exactly which ad campaign, keyword, or channel drove each sale.
Example: a customer clicks your Google Ad for "phi phi islands tour" and books. You'll see in the Attribution dashboard that the booking came from source=google, medium=cpc, campaign=phi-phi-search-en.
UTM Parameters Reference
| Parameter | Description | Examples |
|---|---|---|
| utm_source | Where the traffic comes from | google, facebook, instagram, email, tiktok |
| utm_medium | The marketing channel type | cpc, paid-social, organic, email, referral |
| utm_campaign | The specific campaign name | phi-phi-search-en, summer-sale, retargeting-all |
| utm_content | The specific ad or creative | headline-a, carousel-1, video-sunset |
| utm_term | The keyword (Google Ads) | phi phi islands tour, phuket day trip |
Naming Conventions
- ✓Lowercase only: utm_source=google not utm_source=Google
- ✓Hyphens not underscores: phi-phi-search not phi_phi_search
- ✓No spaces: summer-sale-2026 not summer sale 2026
- ✓Include the language: phi-phi-search-en for English ads, phi-phi-search-de for German
- ✓Include the tour in campaign: phi-phi, james-bond, phang-nga-bay for easy filtering
Google Ads URL Templates
Add these to your Final URL suffix in Google Ads campaign settings. Google automatically replaces the {dynamic} parts:
Search campaigns (Final URL suffix):
utm_source=google&utm_medium={network}&utm_campaign={campaignname}&utm_content={adgroupname}&utm_term={keyword}&gclid={gclid}Display / Demand Gen campaigns (Final URL suffix):
utm_source=google&utm_medium=display&utm_campaign={campaignname}&utm_content={creative}&gclid={gclid}Manual URL example (Phi Phi search ad):
https://bestphuketguide.com/tours/phi-phi-islands?utm_source=google&utm_medium=cpc&utm_campaign=phi-phi-search-en&utm_content=headline-a&gclid={gclid}Meta Ads (Facebook & Instagram) URL Templates
Use Meta's dynamic parameters in your ad destination URLs. Meta replaces {{variable}} automatically:
Standard Meta URL parameter template:
utm_source={{site_source_name}}&utm_medium=paid-social&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&fbclid={{site_source_name}}Manual URL example (Phi Phi carousel ad):
https://bestphuketguide.com/tours/phi-phi-islands?utm_source=facebook&utm_medium=paid-social&utm_campaign=phi-phi-facebook&utm_content=carousel-beachInstagram story ad:
https://bestphuketguide.com?utm_source=instagram&utm_medium=paid-social&utm_campaign=phi-phi-instagram&utm_content=story-sunsetExample URLs Per Tour
Phi Phi Islands Day Trip
Google:
https://bestphuketguide.com/tours/phi-phi-islands?utm_source=google&utm_medium=cpc&utm_campaign=phi-phi-search-en&gclid={gclid}Facebook:
https://bestphuketguide.com/tours/phi-phi-islands?utm_source=facebook&utm_medium=paid-social&utm_campaign=phi-phi-facebookJames Bond Island Tour
Google:
https://bestphuketguide.com/tours/james-bond-island?utm_source=google&utm_medium=cpc&utm_campaign=james-bond-search-en&gclid={gclid}Facebook:
https://bestphuketguide.com/tours/james-bond-island?utm_source=facebook&utm_medium=paid-social&utm_campaign=james-bond-facebookPhang Nga Bay Kayak
Google:
https://bestphuketguide.com/tours/phang-nga-bay?utm_source=google&utm_medium=cpc&utm_campaign=phang-nga-search-en&gclid={gclid}Facebook:
https://bestphuketguide.com/tours/phang-nga-bay?utm_source=facebook&utm_medium=paid-social&utm_campaign=phang-nga-facebookHow Attribution Works in the Platform
When a customer lands on your site, the platform automatically captures all UTM parameters from the URL and stores them in the browser session. When they complete a booking, these values are saved to the booking record in D1.
You can see attribution data in:
- •Marketing → Attribution — revenue breakdown by source, medium, and campaign
- •Bookings — each booking shows its UTM source on the detail view
- •Marketing → Campaigns — campaign-level performance table
Related Guides