It’s one thing to have a successful launch. It’s another to use that experience to scale your next launch.

The difference between the boss who stays stuck at the ceiling they’ve hit and the one who compounds success with each new marketing campaign is this :: the latter tracks their data, doubles down on what works for them and makes the necessary cuts and tweaks to what isn’t performing.

The best part? You don’t need fancy software or expensive tools to do this. You’ll simply integrate UTMs (or Urchin Tracking Modules, if you wanna get nerdy about it) into your marketing plans. Oh, and if you haven’t already guessed :: I’ll make it all-kinds-of-easy for you, because that’s how I do so get used to it, aight?


While you do need some technical understanding, let’s glaze over what you “need to know” like a donut, shall we?UTMs are a simple code you use to give you insights on the people who click your links. They’re designed to help you better understand where your audience is coming from and how they engage with you. You can add them to any URL you direct traffic to.
TL;DR :: UTMs give you clairvoyant vision as to how your biz future will shape up. #tarotcardsnotincluded

The five UTM parameters available to use are as follows:

  • utm_source (required) :: this tells you where the traffic came from (i.e, utm_source=Facebook, utm_source=newsletter)
  • utm_medium :: this tells you what kind of link was used (i.e. utm_medium=social, utm_medium=email)
  • utm_campaign :: this tells you which specific marketing campaign sent them to your site (i.e. utm_campaign=retargeting-ad, utm_campaign=Q2-product-launch)
  • utm_content :: this tells you what specific elements were clicked on by the user and is generally used either with A/B Testing (testing the performance of one piece of content over another) or when you are using multiple pieces of content directing to the same URL (i.e. utm_content=text, utm_content=image)
  • utm_term :: this tells you which search terms or keywords were used and is generally applied to Adword campaigns (i.e. utm_term=airtable+course)
  • utm_term :: this tells you which search terms or keywords were used and is generally applied to Adword campaigns (i.e. utm_term=airtable+course)

The order in which you use them doesn’t matter but let’s use an example. Let’s say that I want to gain better insights as to how my social media promotions perform. Specifically, I want to know how well my Pinterest scheduler Tailwind performs with the content I automate via SmartLoops. My UTM would look something like this ::


If the idea of creating these from scratch seems tedious – you’re right!
And if you think tedium sucks – right again, boss!

That’s exactly why I use this Airtable base to 1) make it stupid-simple for you to generate as many codes as you need on a whim and 2) create a library of codes you can use and re-use without having to re-invent the wheel every time you hit publish.

This video will walk you through the holy-flipping-easy process ::

Adding this into any links you share can help you gain awesome sauce insights such as ::

  • Knowing whether your email list is more likely to click on a text link or an image link;
  • Seeing whether the traffic you attract through Facebook Groups actually turn into leads;
  • Understanding the difference between what Instagram followers click-through to versus what they actually sign-up for;
  • Getting clarity around what your email subscribers are worth… yeah, like, in dollars

If you’re thinking, “OK Lanie, that sounds cool and all… but, like, HOW?” Boss, I’ve got you because *leans in for a whisper* I know that haven’t logged into Google Analytics for, like, ever! AND IT’S OK, I GET IT! It’s just too much enchilada and frankly, you don’t need the whole enchilada to make great, data-based decisions. The whole enchilada can be overwhelming – even for me, sometimes! – so that’s why when it comes to reporting, I stick to a chips-and-guac approach.

To make great, data-based decision, you want a report that highlights how a few key performance indicators relate to what you’re trying to accomplish. I’ll talk more about “what you’re trying to accomplish” in the next section, but you can grab my done-for-you, plug-and-play report below.


So about what you’re trying to accomplish – listen! I don’t care what your niche is, who you serve or how you serve them – if you’re running an online business, everything comes down to just 2 goals ::

  • Make sales; and/or
  • Grow your list.

In true 80/20 fashion, 80% of everything you do, publish and promote serves one of these two purposes. “But Lanie, I also want more Instagram followers. Oh, and video views, too. #goals” Fine, yeah, cool story. At the core of the reason WHY you want those followers and views, though? See above, boss, because it always all comes down to either your sales or your leads.

Now that you have all those fancy UTM codes scouring the interwebs, collecting on the impact of every campaign, click and piece of content – let’s see how they relate to your sales and leads.

I have a whole post dedicated to how to set up goals but the TL;DR is that you create these in Google Analytics. Login to your Admin account and set the parameters of your Goals around the URL for each your “thank you for purchase” page and your “thank you for subscribing” page.

These are the sorts of patterns you’re able to start identifying and taking action on. But now, what about all of the offline stuff you’re doing, like podcasts and speaking engagements, right?


A lot of what is helping you make those sales and attract those leads is happening offline. Can you track that? Of course you can and of course, I have you covered :: my UTM generator and library is already equipped to handle tracking your offline campaigns.

Furthermore, you’ll find the step-by-step process of implementing offline campaign tracking here. And heck, why not embed the video here, too!

You put a lot of effort into your marketing strategies and campaigns. The thing isn’t to keep working hard at it but instead, to be able to capitalize on the trends of what works for you. The upfront set-up of implementing UTM codes and goals may seem tedious… until it becomes something you’re able to leverage your results on. Someone else’s growth may be a great idea for you to implement, but having clarity around what generates YOUR growth is what you’re really after. And it’s just a matter of setting yourself up to make that easier to achieve!