Ads and sources: which ad paid off

Your ads bring people in. Pendling can greet them with the ad's own offer, so they know they've arrived in the right place, and show which ads bring visitors who click, answer and buy.

1. Tag your ad links

Add utm tags to each ad's link. Most ad tools do this for you, or let you add them under "URL parameters":

• utm_source: where the ad runs (instagram, facebook, google, newsletter).
• utm_campaign: the ad campaign (diwali).
• utm_content: the ad itself (reel-2, carousel-a). Pendling uses utm_term if there's no content tag.

Without tags, Pendling still knows visits from Google, Meta, TikTok and Microsoft ads by their click ids (for example google · paid), and visits from other sites by name (instagram, google, chatgpt, news.ycombinator.com). Everything else is direct.

2. A campaign for the ad's visitors

1. Start from the Ad follow-through template, or open a campaign.
2. Under When and where, fill in Only visitors from an ad or site with words from the ad's tags or the site: instagram, diwali, or several separated by commas (instagram, facebook). Any one will do.
3. Carry on the ad's offer in the message: "Welcome from Instagram! Your 15% is here 🎁". Or paste the ad's text into ✨ Write it for me and let the writer follow it.
4. Put it above your other campaigns: everyone else gets the next one.

It keeps showing on the visitor's later pages, for the rest of their visit.

3. See which ad paid off

On Numbers, Where visitors came from lists page views, impressions, clicks, click-through, leads and poll answers per Source, Ad campaign or Ad. Pick a campaign at the top to see only its numbers.

With the Shopify app or WordPress plugin, the Revenue column shows orders via Pendling from visits that began at each source or ad. (Pro.)

Leads show where each person came from too, and survey answers can be split by source.

Tip: compare what people say with where they came from: a How did you hear about us? survey often finds word of mouth and podcasts that no tag can see.

Privacy: Pendling reads only the landing page's address and the site the visitor came from, keeps it in their browser for the visit, and stores counts per source. No cookie, nothing about who they are.