UA	US	RU

UA	US	RU

1 1. Introduction
- 1.1 Definition
- 1.2 After reading this you will understand:
- 1.3 Purpose
2 2. Creating a UTM tag on the LGT
3 3. Traffic sources with redirect and end-to-end analytics
4 4. Passing UTM tags to external resources
5 Related instructions
6 Key terms

1. Introduction

Definition

"Traffic sources" and UTM tags — LGT functionality in the Leeloo.AI platform that lets you analyze where subscribers come from and how they subscribe to your communication channels. Used at the Attract stage (capture-point attribution) and the Analyze stage (read by LGT analytics and Orders & Sales for end-to-end reporting).

Context: on each LGT you can create an unlimited number of traffic sources — each gets its own unique UTM tag (the traffic_mark=... parameter). The platform stores UTM tags in the Client's Card and forwards them to external resources when the subscriber follows links out of the tunnel — for end-to-end analytics on the advertising-platform side.

The B2B operator (marketer or performance manager) creates separate sources for each ad, landing page or campaign, copies the UTM links for placement, and sees per-source statistics in LGT analytics (how many clicks, subscriptions and sales each source delivered).

The B2C client (potential subscriber) does not see the UTM tag — it is passed in the URL as a parameter. After subscribing through a link with UTM, the client lands in the LGT as usual, but the traffic source is stored in their Client's Card for later attribution.

The Client's Card stores: the traffic source name, the traffic_mark value and a set of standard UTM parameters (utm_source, utm_medium, utm_campaign + optional utm_term, utm_content + dynamic gclid, keyword, device and others). These fields are available as filters in the Filter Panel and are forwarded to third-party resources.

After reading this you will understand:

what a traffic source is and why UTM tags are needed;
how to create a UTM tag and traffic source on the LGT;
which standard UTM parameters the platform supports (utm_source / utm_medium / utm_campaign / utm_term / utm_content);
which dynamic parameters the platform forwards (gclid, keyword, network, device and others);
how to see the traffic source in the Client's Card and Analytics;
how to use the {{SUBSCRIBER_DATA|UTM_MARKS|default}} variable to pass UTM tags to external resources.

Purpose

"Traffic sources and UTM tags" is the main mechanism for end-to-end LGT analytics. It turns unattributed clicks on advertising sources into attributed data about the ROI of every ad campaign.

Attract: each traffic source is a separate lead-capture point with a unique UTM tag. The marketer sees how many subscribers came from each campaign, ad or post. The job — accurately attribute every subscriber to the specific advertising source.

Analyze: UTM-tag data is read by LGT Analytics, Orders & Sales and the Dashboard — becoming the basis of end-to-end "subscription → sale → ROI" reporting. UTM tags can be forwarded to external services (Google Analytics, Meta Pixel) through a variable in the Body of an outbound tunnel request. The job — ensure end-to-end analytics from the ad click to the attributed sale.

2. Creating a UTM tag on the LGT

Creating a UTM tag and traffic source on the LGT takes 7 steps: opening the tunnel's LGT, switching to the Traffic tab, adding a source and copying the generated link.

2.1. Opening LGT settings

Open the "Sales Tunnels" section and go to the required tunnel.

2.2. Selecting the LGT

Click the LGT to open its settings panel.

2.3. The "Traffic" tab

Go to the "Traffic" tab.

2.4. Adding a traffic source

Click the "Add Traffic Source" button.

Enter a name for the new traffic source. It can be a website, an ad or a specific campaign.

2.5. Saving the source

Click "Add Traffic Source", then "Save" — the source is created.

You can add a traffic source only after the LGT link has been generated — that is, after the default traffic source (Default traffic source) has been generated.

2.6. Getting the UTM link

Return to the "Traffic" tab and copy the links for ad placement.

A new window opens with the LGT. The address bar will show a URL like:

https://love.leeloo.ai/6dbdbp?traffic_mark=xw67mg

The parameter traffic_mark=xw67mg has been appended to the LGT link (https://love.leeloo.ai/6dbdbp) — this is the UTM tag identifying the traffic source. Copy the address and paste it into the corresponding source: a website, an ad post or a landing page.

You can also copy the LGT address with the UTM tag using the copy button in the traffic sources list.

2.7. Source visibility in the Client's Card and Analytics

In the client's card you can see the traffic source the subscriber came from.

In the "Analytics" section you can see statistics for each source. Click on the LGT name — a list of sources with metrics opens (clicks, subscriptions, conversion).

3. Traffic sources with redirect and end-to-end analytics

UTM tags that a user enters the platform with are preserved against the user and forwarded to external resources when the user transitions out of a sales tunnel. This lets you use UTM data for end-to-end analytics on third-party services. The client's card shows the set of tags the person subscribed with.

User UTM-tag data is displayed in the Client's Card.

UTM tags are URL code fragments that pass per-transition information to web analytics systems. Each parameter consists of a name and a value.

The maximum length of a single parameter (custom field) or UTM tag is 255 characters.

3.1. Standard mandatory UTM tags

The platform supports the following mandatory parameters (they must always be present in the record):

Parameter	Meaning	Example

Parameter

Meaning

Example

utm_source

Type of advertising platform on which the ad is shown. For example: Facebook, Google.

utm_source=facebook

utm_medium

Traffic type: cpc, cpm, target, etc.

utm_medium=cpc

utm_medium=cpm

utm_medium=target

utm_campaign

Name of the advertising campaign. For example: test campaign.

utm_campaign=test_camp

3.2. Optional UTM tags

Used as needed:

Parameter	Meaning	Example

Parameter

Meaning

Example

utm_term

The keyword that triggered the ad in Google Ads. For Facebook Ads — the ad-group name.

utm_term=buy_shoes

utm_term=test_ad_sets

utm_content

Helps distinguish ads when other parameters or ad names on Facebook coincide.

utm_content=text

utm_content=link

3.3. Dynamic URL parameters

The platform supports most dynamic URL parameters that advertising platforms append on every ad click. Using them you can identify the most effective ads or placement types.

Parameter	Meaning	Example

Parameter	Meaning	Example
`source_type`	Type of platform on which the ad was shown.	`search — search platform` `context — thematic`
`source`	Platform name.	`platform domain (url) — when shown in networks` `none — when shown in Yandex search`
`addphrases`	Was this impression triggered by automatically added phrases.	`yes — impression on one of the additional phrases` `no — impression on one of the source phrases`
`position_type`	Block type if the impression occurred on the search results page of the ad platform.	`premium — special placement` `other — block below` `none — block not on the search network`
`position`	Exact ad position within the block.	`0 — ad was shown in advertising networks`
`keyword`	Keyword for which the ad was shown (for Google, Yandex).	`Keyword text without negative keywords`
`network`	Platform type: search or context (for Google Ads).	`g (Google Search), s (Search Partners), d (Display Network)`
`placement`	Platform, Display Network only.	`address of the site where the ad was clicked (homepage)`
`adposition`	Ad position.	`3t2 (3-page, t — top, 2-position) or none (Display Network)`
`creative`	Unique ad ID.	`16541940833 (to see the Facebook ID, add the corresponding column on the tab)`
`matchtype`	Keyword match type for which the ad was shown.	`e (exact), p (phrase), b (broad)`
`device`	Device type.	`m (mobile phone), t (tablet), c (computer, laptop)`
`target`	Placement category (placement targeting only).	`Cooking`
`ifsearch:search`	Display on search.	`Search`
`ifcontent:content`	Display on the Display Network.	`Content`
`adtype`	Ad unit type (only for campaigns targeting products).	`pla (product ad), pe ("additional information about the product" extension)`
`devicemodel`	Device brand and model.	`Apple+iPhone`
`ifmobile:mobile`	Display on a mobile device. After the colon you can specify the desired value.	`mobile`
`gclid`	Automatic URL tagging used to track ad performance in Google Analytics.	`—`

These are the main UTM parameters the system stores and forwards to third-party resources — for fully tracing the client's path from different traffic sources.

4. Passing UTM tags to external resources

If you need to pass UTM tags at a particular tunnel step through an external request — put the following text in the Body field of the request:

{{SUBSCRIBER_DATA|UTM_MARKS|default}}

Where default is the fallback value that is substituted when one of the client's UTM fields is empty.

UTM tags are preserved for the user when they navigate to an external resource via a "link"-type button. The redirect will not work with any other transition method.

Related instructions

Instruction	Description

Instruction	Description
Key Features of Lead Generation Tools	How to configure LGT settings, including analytics and subscriber-capture parameters.
Block "Lead Generation Tool"	Tunnel block in which the LGT with UTM tags is configured.
Аналитика (Analytics)	Analytics section — metrics on LGT and traffic sources.
Карта клиента	Client's Card — centralized subscriber card with attribution to UTM tags.
Переменные	Platform variables — reference of standard variables.

Key terms

Term	Explanation

Term	Explanation
Traffic source, UTM tag	A named lead-capture point on the LGT with a unique UTM tag; used for attributing a subscriber to an advertising source. A URL fragment of the form ?utm_source=... or ?traffic_mark=... that carries information about the origin of a click.
LGT (Lead Generation Tool)	Subscriber-capture tool on which traffic sources are configured.
Default traffic source	Default traffic source generated automatically when an LGT is created.
traffic_mark	Internal Leeloo.AI parameter appended to the LGT URL to attribute the source.
utm_source	Type of advertising platform (facebook, google, etc.).
utm_medium	Type of traffic (cpc, cpm, target, etc.).
utm_campaign	Name of the advertising campaign.
utm_term	Keyword (Google) or ad-group name (Facebook Ads).
utm_content	Differentiation between ads when other parameters match.
gclid	Automatic URL tagging for Google Ads.
Custom field	Custom field in the Client's Card (max. 255 characters).
End-to-end analytics	Report from the click on an ad to the attributed sale.
Client's Card	Subscriber card with UTM tags.

Traffic sources, UTM tags