What Is the Best Way to Track Yelp, Angi, or Thumbtack Traffic Using UTMs?
To accurately measure the return on investment from Yelp, Angi, or Thumbtack, you must use UTM parameters on your profile links. This simple step prevents traffic from being miscategorized in your analytics, giving you clear data on which platforms deliver actual leads and revenue. Without UTMs, you're relying on incomplete data, making it impossible to truly understand your cost per lead and optimize your marketing spend. Implementing UTMs takes control of your data, allowing you to verify platform claims and identify your most profitable lead sources. This article will guide you through setting up these essential tracking links to ensure every dollar spent on lead generation directories is accounted for and contributes to your business growth.
Tag Your Directory Links for Accurate ROI
To properly track your investment in Yelp, Angi, or Thumbtack, always add UTM parameters to your website links on these platforms. Use the platform's name (e.g., 'yelp', 'angi', 'thumbtack') as your utm_source. For utm_medium, use 'paid_directory' if you are paying for leads or sponsored placement. If your profile is free, use 'referral' or 'directory'. This clear distinction ensures your analytics accurately reflect whether traffic is paid or organic, allowing you to see the true cost per lead and the actual revenue generated from each source.
Track Specific Profiles with Campaign Tags
Beyond basic source and medium, leverage the utm_campaign parameter to differentiate traffic from specific profiles or service categories within a platform. For instance, if you have separate Yelp listings for plumbing and HVAC, use 'plumbing-profile' for one and 'hvac-profile' for the other in your utm_campaign. This granular tracking reveals which specific listings are most effective at driving engaged visitors to your website, helping you optimize your profile content and ad spend more precisely.
The ROI Insights Approach
ROI Insights helps you evaluate third-party lead providers by showing you the true cost per lead and actual revenue generated from Yelp, Angi, and Thumbtack.
Capture All Leads: Website Clicks and Phone Calls
While UTMs track website clicks, many customers call directly from directory apps without visiting your site. To capture these valuable leads, implement a static call tracking number directly on your Yelp or Angi profile. This dedicated number allows you to attribute direct phone calls to the specific directory. By combining this with UTMs for website traffic, you gain a comprehensive view of lead generation, ensuring you account for every interaction and accurately assess the full value of your directory investments.
Key Takeaway
Tag your directory profile links with the platform name as the source and 'paid_directory' as the medium to verify the ROI of your lead gen spend.
Know which channel is worth it
Stop guessing and start seeing exactly where your best leads originate.