# UTM

Build tagged links for your marketing and see which sources, mediums and campaigns bring in leads, closes and cash.

UTM tracking has two jobs. The **Builder** tab generates tagged links for your posts, ads and emails, and the **Attribution** tab shows what those tags brought in: leads, closed deals and cash.

## Who can open it

The page sits in the management area, so owners, admins and ops can open it, as can members allowed to view team end-of-day reports. The figures need the **Pro** plan. On Basic the page shows that the feature needs Pro. Only owners, admins and ops can delete or import links.

You can also reach UTM from the Tools section of Settings.

## Building a link

Under **Generate link**, fill in:

- **Base URL**, the page you are sending people to
- **Source**, for example `instagram`
- **Medium**, for example `bio`
- **Campaign**, for example `june-webinar`
- **Content**, optional, for example `reel-1`

A preview shows the finished URL as you type. When you generate it, the link is saved and starts tracking straight away, and you can copy it.

**Stored links** lists every link generated here, newest first, with its date, tags and full URL, and a copy button on each. Share links exactly as they are, so attribution stays intact. You can export the list, and owners, admins and ops can import links and delete them.

## Attribution

Attribution groups your leads by the UTM tags they arrived with. Every figure is counted by first touch, meaning the tags recorded on the lead when it first came in.

- **Share of cash** or **Share of leads**: donuts by source, by medium and by campaign, showing the top four values in each and grouping the rest as other. Switch between cash and leads.
- **Cash by campaign**: campaign and content pairs, ranked by cash.
- **Performance by tag**: every source, medium, campaign and content combination on record, with totals.

What **Leads**, **Closed** and **Close rate** count is in [What the figures mean](#what-the-figures-mean), at the end of this page. **Cash** is succeeded payments on those leads' calls, using the amount actually collected, less refunds.

Only leads with a UTM source are counted. Voided calls are left out.

## Common questions

**Why is Attribution empty?** Attribution fills in once leads arrive on a tagged link. Build one in the Builder tab and share it, and the first tagged application appears here.

**Why is a campaign showing no cash?** A campaign only earns cash once one of its leads has a payment collected against a call.

## What the figures mean

Each explanation below is generated from PYLO's metric registry, the same source Ask PYLO and Claude quote from, so the docs and their answers always agree.

### Performance by tag

#### Leads from this link

Distinct leads carrying this exact source, medium, campaign and content.

- **Shown to:** owners, admins and ops.

#### Leads that closed

Of those leads, the ones with at least one call that closed or took a deposit.

- **Shown to:** owners, admins and ops.

#### Close rate by link

Leads that closed as a share of leads from this link. A LEAD rate, not a call rate: one lead can sit several calls.

- **Counts:** Leads that closed, out of Leads from this link.
- **Shown to:** owners, admins and ops.

### Share of leads

#### Leads from this link

Distinct leads carrying this exact source, medium, campaign and content.

- **Shown to:** owners, admins and ops.