In a hypothetical report, half the enquiries come from “Other.” Clearly a hardworking source, but a difficult one to explain an advertising budget to.
Before discussing channel performance, check whether source information reaches CRM at all.
Agree on names
UTM tags are link parameters describing an advertising visit. The Bitrix24 guide shows an example of passing a tag through a form into a deal.
Create a shared dictionary of source and campaign names. Otherwise, one platform can appear under several aliases in the report. Specify capitalisation, separators and who creates links.
Do not put customer names, phone numbers or other information unrelated to describing the campaign into tags.
Test the whole journey
Take one tagged link and follow an ordinary visitor’s path:
- open the landing page;
- submit a test form;
- find the created CRM record;
- compare its source and tags with the expected values.
Repeat after navigating between pages and on a mobile device. Include link shorteners and redirects if you use them. Source information can lose its name badge on the journey between systems.
Test your particular form and installation method: a general example in documentation does not validate every setup.
Separate source information from sales results
A tag helps connect a visit and enquiry, but does not prove lead quality. Assessing a channel also requires the handling outcome and a clear comparison period.
Separately agree what counts as a repeat enquiry and which source takes precedence in ambiguous cases. Document the rules alongside the report.
If advertising platforms and CRM tell different stories, prepare example links and records for a Bitrix24 audit with QQDev. Start with one enquiry: its journey is easier to verify than an argument between two large charts.