Use case

Marketing campaigns

A campaign runs in a dozen places at once: an email, three social posts, a partner newsletter, a paid placement. They all point at the same page, so the page cannot tell them apart. The question you will be asked afterwards is which one was worth doing again.

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The problem

What gets in the way

Referrer data will not answer it. A link opened from an app sends no referrer, most sites send only their domain, and anything typed or scanned sends nothing at all, so a large share of the traffic lands in a bucket called Direct that is not a source but the absence of one.

How it works

Three steps with Lua

Tag before you publish

Put UTM parameters on each placement while you are still making the links. They travel in the URL, where no privacy setting strips them, and they survive being pasted into a chat window.

Group the campaign with a tag

One tag across every link in the campaign, so the whole thing reads as a unit rather than as a dozen unrelated rows.

Read it back by placement

Filter by source, medium or campaign, over the range the campaign actually ran. Compare the placements against each other rather than against a total.

What's included

Built for this

UTM parameters on every link
Tags to group a campaign
Filter by any dimension
Any date range, kept

Where it stops

The honest limit

Lua measures the click and stops there. It cannot tell you what a placement sold, because the redirect is the last thing it sees. Joining clicks to revenue needs something running on the destination page.

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