If marketing reports show traffic but bookings tell a different story, it is hard to know what to trust. You might end up guessing which campaigns work, double-checking numbers across tools, or cutting spend without confidence.
Growth Hub ties marketing activity to real outcomes, bookings, and revenue. You can do this in two ways: using UTM parameters in Growth Hub, or sending data to Google Analytics 4 (GA4) via Google Tag Manager (GTM) when visitors consent. Both approaches focus on what matters, which campaigns actually convert.
In this article:
Understand how Growth Hub attributes bookings using UTMs
Learn what you can see without Google Analytics
See how GA4 works with Growth Hub through GTM
Know what changes when visitors do not consent
Prerequisites
UTM tracking requirement: Please add UTM parameters to the destination Growth Hub URL (via Smart Embedding or a standalone link). UTMs placed only on the website won’t be recorded in Growth Hub unless they are forwarded during the redirect.
To enable UTM reporting: Use Smart Embedded or standalone Growth Hub links with UTMs included (such as:
?utm_source=...). If users first land on your website and are redirected to Growth Hub, ensure the redirect preserves the query parameters; otherwise, transactions will appear as "Untagged".
Overview
Growth Hub supports marketing analytics through two complementary approaches:
UTM-based attribution inside Growth Hub
GA4 reporting through GTM for teams that use Google Analytics
You can use either approach on its own or combine them, depending on how your team works.
Marketing questions Growth Hub helps answer
Growth Hub can help you get clear answers to:
Which campaigns and channels bring bookings, not just traffic
Which landing pages lead to completed purchases
Where to spend more budget, and what to stop running
Use UTMs to attribute bookings and revenue
UTMs are the most common way to label campaigns across ads, emails, social posts, partners, and QR codes. Growth Hub turns those labels into insights on bookings and revenue.
How UTM attribution works in Growth Hub
Attribution is resolved once per session, in this order:
Explicit UTM parameters in the URL. If utm_source and/or utm_medium are present in the URL, Growth Hub uses them as-is and stores them for the rest of the session.
Session continuity. If the visitor was already attributed earlier in the same browser session (for example, they navigated to another page), the original values carry forward.
Referrer inference. If no UTM parameters are present and the session is new, Growth Hub infers the source and medium from the page the visitor came from.
How Growth Hub infers attribution when UTMs are absent
When UTM parameters are missing, Growth Hub applies the following rules:
Where the visitor came from | utm_source | utm_medium |
Typed URL directly, used a bookmark, or no referrer was sent | direct | direct |
A search engine (Google, Bing, Yahoo, etc.) | Search engine name, e.g. google | organic |
Any other external website | Referring domain, e.g. partner-site.com | referral |
What you get from this:
UTM dashboards inside Growth Hub: Review performance by campaign and channel, tied directly to bookings and revenue. This works even if you do not use Google Analytics.
Clear ROI signals: See which campaigns lead to paid bookings, and which only generate clicks.
Consistent campaign tracking: UTMs act as a shared naming system across ads, email, affiliates, and partnerships.
When visitors do not consent, some attribution details may be limited. Growth Hub still records bookings and revenue. The depth of campaign data follows consent.
Use GA4 reporting through Google Tag Manager
For teams already using Google Analytics, Growth Hub can send events to GA4 through Google Tag Manager when visitors consent to tracking.
What this adds:
Ecommerce events in GA4: Key actions and purchases show up in GA4 monetization and ecommerce reports.
Revenue by traffic source: Review revenue by source, medium, and campaign, when consent is given, and GA tracking is active.
A familiar workflow for marketing teams: Marketers can keep working in GA4 while Growth Hub handles bookings and checkout.
How to combine both:
Run paid search or social campaigns using deep links and UTMs, then review bookings and revenue inside Growth Hub.
Use GA4 for broader website behavior, and Growth Hub UTM dashboards for revenue-focused decisions.
Compare channels, such as Google Ads, email, and partners, using consistent UTM naming.
What to check if reports do not match
If numbers look different across tools:
Confirm whether the visitor consented to analytics or marketing cookies.
Check whether you are comparing bookings and revenue, or attribution detail.
Use Growth Hub bookings and revenue as the source of truth, then review attribution depth second.
This usually explains why the totals look correct while the campaign details vary.
Best practices
Standardize UTM naming: Use the same structure across all campaigns to avoid splitting results.
Decide which tool answers which question: Use Growth Hub for revenue decisions, and GA4 for broader traffic patterns.
Spot-check after launch: Complete a test booking via a tagged link to confirm that UTM parameters carry through to checkout.
Use explicit UTMs for internal traffic. If visitors navigate your own site before reaching the Growth Hub embed, pass UTM parameters in the embed page URL to ensure accurate attribution.
FAQs
Why are my bookings showing as "Untagged"?
The UTM parameters did not reach the Growth Hub URL. Check whether your website redirect is preserving query parameters. If you use Smart Embedding, confirm the UTMs are included in the embed page URL, not just the referring campaign link.
Why does my traffic appear as referral from my own domain?
This happens when a visitor navigates on your site before reaching the page that hosts the Growth Hub embed. Growth Hub sees your own domain as the referrer. To fix this, add explicit UTM parameters to the embed page URL for any campaigns you want to track precisely.
Do UTMs still get captured if a visitor does not consent to cookies?
Yes. Growth Hub captures UTMs at the session level for attribution purposes. Consent affects the depth of GA4 reporting, not UTM capture inside Growth Hub.
Do I need GA4 to use UTM reporting in Growth Hub?
No. UTM dashboards inside Growth Hub work independently of Google Analytics. GA4 integration adds ecommerce event reporting and cross-channel behavior data for teams that already use it.