Ashley Clayton is the Architect of Measurable Marketing Ecosystems™ and Founder of Iterateology — helping coaches, consultants, and done-for-you providers build measurement strategies that reflect how their business actually works, not just what the platforms make easy to count. With 15+ years across tech, marketing, and analytics, she created the Measurable Marketing Ecosystem™ framework to give service providers the upstream thinking they need before touching a single dashboard. She is also a Google Women Techmakers Ambassador and certified business coach.
How to know where your leads are actually coming from
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Hi, Reader! For most service providers, it's some version of "I think Instagram," "maybe it was a referral," or "someone probably saw my newsletter." That's not tracking you can trust — it's a hedged bet you're staking your business on, masquerading as an answer. My latest video is about closing that gap. It walks through UTM parameters — the small tags you add to your links that tell Google Analytics, your email service provider, and your CRM exactly which channel actually brought someone to you, instead of everything untagged getting lumped into "direct" and remaining invisible to your reporting. (I'm even telling you about the one channel that's your most likely culprit.) I show it live, pulling up my own Google Analytics and watching a tagged click show up in real time, plus where that data actually lives once it's there. And I get into a story from earlier in my career using this same tagging approach for offline marketing: TV segments, lower-thirds, direct mail. If it can send someone back to your website, it can be tracked. I had a previous video going over what the parameters are, if you're not sure what I mean by UTM tags that will also be linked. I recommend watching that one as well once you see the end result of what they get you.
P.S. If the video helps, like it, share it, and/or drop a comment — literally just the one word for wherever you think your last lead came from. I'm genuinely curious, and it helps me make my videos more useful for you. Subscribe here too, so the rest of the series finds you as it releases.
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Iterateology
Ashley Clayton is the Architect of Measurable Marketing Ecosystems™ and Founder of Iterateology — helping coaches, consultants, and done-for-you providers build measurement strategies that reflect how their business actually works, not just what the platforms make easy to count. With 15+ years across tech, marketing, and analytics, she created the Measurable Marketing Ecosystem™ framework to give service providers the upstream thinking they need before touching a single dashboard. She is also a Google Women Techmakers Ambassador and certified business coach.
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