The Problem: You’re Spending Money but Flying Blind
I’ve sat down with hundreds of business owners across Brisbane—from landscapers in Samford to boutique owners in Paddington—and they all have the same nagging frustration. It usually sounds something like this:
“I’m paying $500 a month for Facebook ads, I send out a monthly newsletter, and I’ve got a guy doing my Google stuff. I’m getting calls, but I have no bloody idea which one is actually working.”
If that sounds like you, don’t worry. You aren’t alone. Most small businesses are essentially throwing spaghetti at a wall. They see a spike in phone calls and hope it was the expensive ad they just ran, but they don't know for sure.
What if I told you there’s a way to put a digital 'barcode' on every link you share? A way to know that the $1,200 job you just booked didn't come from a random search, but specifically from that one email you sent last Tuesday at 10:00 AM?
In the marketing world, people call these "UTM parameters." But let’s keep it simple: we’re talking about Tracking Links.
This guide is going to show you how to use these links to stop wasting money on ads that don't work and double down on the ones that do. No jargon, no technical fluff—just a practical way to see which marketing makes you money so you can grow your business with confidence.
What Exactly is a Tracking Link?
Think of a standard website link like a plain envelope. It gets the message to your house, but you don't necessarily know who dropped it off or why.
A tracking link is like an envelope with a big, bright stamp on it that says: "Hand-delivered by the local paperboy on behalf of the bakery down the street."
When someone clicks a tracking link to get to your website, your data tools (like Google Analytics) read that stamp. Instead of just saying "you got a visitor," it says "you got a visitor who clicked the 'Spring Special' button in your September Newsletter."
Why does this matter for your bank account?
Let’s say you’re a plumber in Coorparoo. You run two different ads on Facebook. 1. Ad A: A photo of you smiling next to your truck. 2. Ad B: A video of a blocked drain being cleared.
Both ads cost you $200. Both ads send people to your website. Without tracking links, you just see a bunch of traffic. But with tracking links, you might see that Ad A resulted in zero phone calls, while Ad B resulted in five bookings worth $1,500.
Without this info, you might keep spending $200 on Ad A because you "like the photo." With this info, you kill Ad A, put that $200 into Ad B, and suddenly you've doubled your leads for the same cost. That is how you use real numbers to actually grow.
The Five Parts of a Tracking Link (In Plain English)
When you look at a tracking link, it looks long and messy. Something like this:
yourwebsite.com.au/?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale
Don't let the code scare you. There are only three parts you really need to care about to start seeing results.
1. The "Source" (Where did they come from?)
This tells you the platform. Is it Facebook? Google? An email? A QR code on a flyer at the local coffee shop? Example:facebook or newsletter
2. The "Medium" (How did they get here?)
This is the high-level category. Was it a paid ad? An organic post? An email? Example:cpc (for paid ads), social (for free posts), or email.
3. The "Campaign" (Why are you sending this?)
This is the name of your specific promotion. Example:october_service_special or new_location_announcement.
By using these three, you can see where customers come from with pinpoint accuracy.
How to Create Your Own Tracking Links (The Easy Way)
You don’t need to be a coder to do this. You don't even need to be "good with computers."
1. Use a Tool: Search Google for "Google Campaign URL Builder." It’s a free tool where you just type your website address and fill in the blanks (Source, Medium, Campaign). 2. Copy and Paste: The tool spits out a long link. You copy that link and use it in your ad or your email. 3. Shorten it (Optional): If the link looks too long for a social media post, use a tool like Bitly or even just hide it behind a button in your email. The tracking still works even if the link is hidden.
Real-World Examples for Brisbane Businesses
I’ve seen this work for dozens of local businesses. Here are three scenarios where tracking links saved the day.
Scenario 1: The Local Gym in Chermside
The owner was spending money on Facebook ads and also paying a local influencer to post about the gym. They felt like the influencer was doing a great job because the posts got lots of "likes."We set up tracking links for both.
The Result: The Facebook ads were resulting in 15 new memberships a month. The influencer? Zero. People were liking the photos, but nobody was clicking through to join. The Outcome: The owner stopped paying the influencer and put that money into a referral program for existing members. Profit went up immediately.Scenario 2: The Law Firm in the CBD
They sent a monthly legal update email to about 2,000 past clients. They wanted to know if anyone actually read it or if it was a waste of time.We added tracking links to the different articles in the email.
The Result: They found that articles about "Wills and Estates" got 10x more clicks than articles about "Corporate Law." The Outcome: They shifted their marketing to focus on Wills, which led to a 30% increase in enquiries for that high-profit service.Scenario 3: The Tradie with a Fridge Magnet
Yes, you can even track physical stuff! A sparkie in Morningside put QR codes on his fridge magnets. One QR code went to his "Emergency Call Out" page with a tracking link. The Result: He could see exactly how many people were scanning that magnet six months after he gave it to them. The Outcome: He realised the magnets were his best source of repeat business and started giving two to every customer—one for them and one for their neighbour.The Golden Rules of Tracking (Do Not Skip This)
If you start doing this, you need to be consistent. If you call it "Facebook" one day and "FB" the next, your reports will be a mess.
1. Stay Lowercase: Always use lowercase letters. Google sees "Facebook" and "facebook" as two different things. Stick to lowercase to keep your data clean.
2. No Spaces: Use underscores (like summer_sale) or dashes. Spaces break links.
3. Don't Use Them on Your Own Website: Only use these for links
What Most People Get Wrong
Most business owners hear about this and think, "That sounds like too much work."
Look, I get it. You're busy. You're on the tools, you're managing staff, you're dealing with suppliers. Adding an extra step to every Facebook post feels like a chore.
But here is the blunt truth: If you don't track your marketing, you are gambling, not investing.
You wouldn't let a subbie charge you for materials without seeing a receipt, right? So why would you give Facebook or Google $500 without seeing exactly what you got back for it?
It takes exactly 30 seconds to create a tracking link. That 30 seconds could save you thousands of dollars in wasted ad spend this year.
How Long Until You See Results?
This isn't a magic button that creates customers. It's a lens that lets you see them.
Day 1: You start using the links. Day 30: You look at your data. You’ll see exactly which posts or ads drove people to your site. Day 90: You’ll have enough data to make big decisions. "I'm going to stop doing X because it hasn't made me a cent, and I'm going to do more of Y."This is a long-term play for a smarter, more profitable business. Most of what you read online about "growth hacking" is rubbish. Real growth comes from knowing your numbers and making small, smart adjustments over time.
What Should You Do First?
Don't try to track everything at once. Start small.
1. Track your Email Signature: Create a tracking link for the website link in your email signature. You’d be surprised how many people click that. 2. Track your next Facebook post: Next time you share a link to your site, use the URL Builder. 3. Check your results: Log into your Google Analytics (or ask your 'web guy' to show you) under the "Acquisition" tab. Look for "Campaigns."
Summary: Will This Make You Money?
Yes. Not because the link itself is special, but because it gives you the truth.
In business, the person with the best information wins. When you know which marketing makes the phone ring, you can stop guessing and start growing. You'll spend less on the stuff that doesn't work and more on the stuff that puts money in your pocket.
If you’re a Brisbane business owner and this sounds great but you simply don't have the time to muck around with link builders and data sheets, that’s where we come in.
At Local Marketing Group, we help local businesses stop the guesswork. We set up the tracking, we analyse the numbers, and we tell you exactly where your next customer is coming from.
Ready to see which of your marketing is actually working? Let’s have a chat.
Contact us today at https://lmgroup.au/contact and let's get your business growing with real data.