UTM Campaign Tracking Guidelines for 2025
UTM parameters (“Urchin Tracking Module”) are URL tags that attribute visits and conversions to specific sources, mediums, and campaigns. Use consistent, lowercase values (e.g., utm_source=google, utm_medium=cpc, utm_campaign=spring_sale_2025). Tag only external links, leverage utm_content for variants, and analyze results by funnel stage and attribution model.
Send Stripe conversions to Google Ads
Most Google Ads campaigns optimize for form submissions, demo requests, or trial signups—proxy metrics that don't reflect actual business value. A campaign generating leads at $15 each might appear efficient, but if those leads rarely convert to paying customers, the true cost per acquisition could be significantly higher
Cohort-Aligned Revenue: The Attribution Model That Changes Everything
Your Q1 campaigns might be driving Q4 revenue, but you're giving all the credit to Q4 retargeting. Learn why cohort-aligned attribution is the framework that finally shows which marketing activities actually create pipeline - not just which ones happen to be there at the end.
Upsell Smart: Turn HubSpot Lifecycle Events into Google Ads Conversions
Landing a new logo is great; expanding it is cheaper and faster. Yet many B2B teams use the same blanket nurturing for every customer tier. By syncing HubSpot customer data with Spectacle behaviour tracking, you can surface accounts that are quietly signalling “we want more.”
Google Ads Integration: Revenue-Focused PPC
Connect Google Ads to actual revenue data. Optimize for customers, not just clicks with Spectacle's integration.