Getting the Most From Your Traffic
Your Tracking Is Already Set Up
Every page tracks visitors, form starts, and conversions automatically from the moment it goes live. You don't need to add any tracking code or configure anything.
What gets tracked for every visitor:
- Where they came from (Google, Meta, email, organic, etc.)
- Which campaign and ad brought them
- Which page variant they saw
- How far they scrolled
- Whether they started the form
- Whether they submitted the form
This data appears in your report under Traffic Sources and Page Variants.
Telling Your Pages Where Traffic Comes From
For the most accurate attribution, ask your media buyer to add UTM parameters to every landing page URL they use in campaigns. These are short labels at the end of the URL that tell your report exactly where each visitor came from.
Google Ads example:
Meta Ads example:
Email campaign example:
The parameters your media buyer needs to know:
| Parameter | What It Tracks | Example |
|---|---|---|
utm_source | The platform | google, meta, email |
utm_medium | The channel type | cpc, paid, newsletter |
utm_campaign | The campaign name | solar-leeds-q2 |
If Google Ads or Meta automatically appends their own click IDs (gclid, fbclid), those are captured too — no extra setup needed.
Combining UTMs With Headline Matching
UTM parameters and headline matching work together. This is the recommended setup for paid campaigns:
This tells your report: this visitor came from Google CPC, the solar-leeds campaign, and they saw the headline "Free Solar Quotes in Leeds".
Which Channels Work Best With Which Variants
Based on typical patterns across campaigns in this vertical:
| Traffic Source | Tends to Work Best With |
|---|---|
| Google Search | Authority or Split variants — high-intent visitors want clarity and proof |
| Meta / Instagram | Narrative or Creative variants — social audiences respond to story and boldness |
| Native Ads | Narrative variant — editorial context calls for an editorial-feeling page |
| Any variant — email audiences already know you, so brand feel matters more than hook |
These are starting points, not rules. Your own data will confirm or contradict them within a few weeks of running.
Reading Attribution in Your Report
Your Traffic Sources section breaks down performance by source, medium, and campaign. Look for:
- High visitors, low CVR — the traffic is arriving but not converting. Either the audience isn't right or the message doesn't match. Try traffic source matching or request a copy review.
- Low visitors, high CVR — a great signal. This source or campaign is working well. Consider increasing spend here.
- Inconsistent CVR across campaigns within the same source — usually a headline or message match issue. Check whether campaigns with custom headlines outperform those without.
First-Touch vs Last-Touch
Your report records both:
- First-touch — the very first source that brought this visitor to your pages, even if they didn't convert on that visit
- Last-touch — the most recent source before they converted
This matters for understanding which channels are introducing new prospects vs. closing prospects who've already been warmed up by another channel.
Sub-Affiliate Tracking
If you work with lead networks or affiliates, the pages support sub-affiliate tracking parameters (lp_s1 through lp_s5). These work the same way as UTMs — add them to your URL and they appear in your report alongside the standard attribution data. Ask us to enable this for your account if needed.