Use case
Marketing campaigns
A campaign runs in a dozen places at once: an email, three social posts, a partner newsletter, a paid placement. They all point at the same page, so the page cannot tell them apart. The question you will be asked afterwards is which one was worth doing again.
What goes wrong
Referrer data will not answer it. A link opened from an app sends no referrer, most sites send only their domain, and anything typed or scanned sends nothing at all, so a large share of the traffic lands in a bucket called Direct that is not a source but the absence of one.
How it is done here
- 01
Tag before you publish
Put UTM parameters on each placement while you are still making the links. They travel in the URL, where no privacy setting strips them, and they survive being pasted into a chat window.
- 02
Group the campaign with a tag
One tag across every link in the campaign, so the whole thing reads as a unit rather than as a dozen unrelated rows.
- 03
Read it back by placement
Filter by source, medium or campaign, over the range the campaign actually ran. Compare the placements against each other rather than against a total.
What carries it
- UTM parameters on every link
- Tags to group a campaign
- Filter by any dimension
- Any date range, kept
Where this stops
Lua measures the click and stops there. It cannot tell you what a placement sold, because the redirect is the last thing it sees. Joining clicks to revenue needs something running on the destination page.
Try it on your own links
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