How to track where customers come from
What you'll learn
- →Why one tracking method is never enough
- →How to build clean UTM links
- →The single survey question that works
- →Coupon code conventions that don't break
Before you start
- □A website with analytics
- □A way to ask customers at checkout
No single method captures everything. Layer three and you'll know the truth.
The steps
- Step 01
Add UTM parameters to every external link
utm_source, utm_medium, utm_campaign. Google's Campaign URL Builder makes them.
- Step 02
Standardize naming
Lowercase, no spaces, consistent. 'instagram' not 'Instagram' or 'IG'. A messy convention ruins data.
- Step 03
Add a 'How did you hear about us?' question at checkout
Single dropdown with 6 options. Captures offline and word-of-mouth that UTMs miss.
- Step 04
Use unique coupon codes per channel
SUMMER20-IG, SUMMER20-FB, SUMMER20-EMAIL. Track redemptions.
- Step 05
Set up a single dashboard
Google Analytics 4 + your checkout survey + coupon report. Reconcile monthly.
- Step 06
Reconcile the three sources monthly
Each has blind spots. Combined, they paint the picture.
- Step 07
Act on the data
Cut sources that don't appear in any layer. Scale ones that show up in all three.
Common questions
+Does GA4 do this automatically?
Partially — UTM-based attribution yes, offline no.
+What about iOS 14+ tracking changes?
Browser data is less reliable now. Lean more on self-reported and coupons.
+How long should I track per campaign?
Minimum 30 days for direct response, 90+ for content and brand.
+What's a dark social?
Traffic from DMs, copied links, etc. that has no referrer. Surveys are the only way to catch it.
+Cookie-based vs. server-side?
Server-side is more reliable but more setup. Start cookie-based; upgrade if you scale.
What to do next
Social Perks turns happy customers into a marketing team. Free 14-day trial. No card required.
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