Understand how Marketing Pro uses UTM parameters to map non-linked campaigns

Overview

Marketing Pro automatically organizes customer traffic from non-integrated marketing channels by using Urchin Tracking Module (UTM) parameters in your URLs. This provides a complete view of your marketing efforts.

How it works

UTM parameters are short text codes you add to a URL to help Marketing Pro track where your website visitors are coming from. They provide key details about your marketing efforts, allowing Marketing Pro to automatically categorize leads.

Here's how it works:

1. Build a URL with UTMs: For any non-integrated campaign, build a URL with the following parameters:        

   • utm_source: Identifies the origin, such as a search engine or social media platform.

   • utm_medium: Describes the type of traffic, such as cost-per-click (CPC), social, or organic.

   • (Optional) utm_campaign: Gives the specific name of your campaign, like spring_promo_2025.

Tip: You can use the ServiceTitan Marketing Pro URL Builder to build your URL.

2. Marketing Pro reads the UTM parameters: When a customer clicks your URL and then calls the ServiceTitan DNI Tracking number, Marketing Pro reads the UTM parameters.

3. Rule is applied: Marketing Pro then uses the values in the URL to match a rule from the campaign mapping list.

4. Lead is categorized: Based on the matching rule, the lead is automatically assigned a source, medium, and campaign in your ServiceTitan account.

For example, if your website is www.123hvac.com, your marketers can add tracking parameters to the URL to identify its source. Then, the URL placed on an Instagram ad may be www.123hvac.com?utm_source=instagram&utm_medium=cpc&utm_campaign=spring_sale.

For a URL like this, Marketing Pro categorizes traffic as:

• Source: Instagram

• Medium: cpc (cost-per-click)

• Campaign: spring_sale

Create tracking URLs

Before you create a tracking URL, make sure you have Dynamic Call Tracking (DNI) active for the URL you are using. For more, see Dynamic Call Tracking Using DNI Integration.

You can use the ServiceTitan Marketing Pro URL Builder spreadsheet to create your URLs:

1. Open the ServiceTitan Marketing Pro URL Builder spreadsheet.

2. In the spreadsheet, click File > Make a copy. This creates your own version of this document that is editable.

3. In the copy of the spreadsheet you just created, fill out the fields in rows 5-9, using the dropdown when indicated:        

   • Website URL

   • Source

   • Medium

   • Campaign

4. Copy the URL to Use from the spreadsheet and paste it onto the collateral or platform you want to track. For example, https://www.servicetitan.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=Spring%20Sale.

Review non-linked campaign mapping rules

To review the non-linked campaign mapping rules, download this table to see how different UTM sources and mediums map to sources, mediums, and campaigns in ServiceTitan. You can also view a PDF copy of this table.

Want to learn more?

• See Marketing Pro Ads Smart Attribution

• See Dynamic Call Tracking Using DNI Integration