Rise Online Advertising — February 22, 2026
When a lead clicks from an ad → landing page → booking page (growth.riseonlineads.com/book), 100% of UTM parameters are stripped. All 210 calendar last-touch records show zero UTMs. The booking page uses an ?ai= parameter (GHL calendar link) that replaces the URL query string entirely. This is why 10 of 12 closed deals in 2026 show "calendar" or "manual" as their conversion medium — the ad that drove them is invisible.
Seven distinct campaigns appear in the data: Qualified YT (725 leads), No Campaign (106), Land Clearing Growth (7), SCIO Conversion Ads V1 (3), May Video (2), Land Clearing Growth - LIST LAA (1), and No Attribution (4). Only "Qualified YT" carries UTM parameters. The other 6 campaigns — including "No Campaign" which has a 9.4% close rate vs 0.3% for Qualified YT — are completely untagged. You can't optimize what you can't see.
49 Google leads in 2026, every single one stuck in NEW LEAD with zero UTM data. No utm_source, no utm_campaign, no utm_content. It's impossible to know which keywords, ad groups, or campaigns generated these leads. Google Ads should auto-tag with gclid, but there's no evidence of manual UTM params either. Given that Google leads show zero pipeline progression, this blind spot makes diagnosing the problem nearly impossible.
Every tagged lead has utm_medium=LLA 1. "LLA 1" is the ad set name (Lookalike Audience 1), not a medium. The standard convention is utm_medium=paid_social or utm_medium=cpc. Ad set names belong in utm_term. This breaks any analytics tool trying to segment by channel type (paid vs organic vs referral).
1,380 of 2,610 first-touch records (53%) have completely empty UTM fields. Sources include: Contact Form (420), Land Clearing Growth Demo (360), manual entries (540+). While some of these are legitimately non-ad sources, the "Land Clearing Growth Demo" leads likely came from paid traffic but lost their UTMs along the funnel.
420 leads have their last touch on growth.riseonlineads.com/thanks (survey completion). None carry UTM parameters forward. The survey page doesn't pass UTMs through hidden fields, so the original ad source is disconnected from the conversion event.
19% of touchpoints have fbp (browser pixel ID) and 6.3% have fbc (click ID). On last-touch specifically: 600/1,650 have fbp and 210/1,650 have fbc. This means Facebook's own tracking can partially attribute conversions, but it's inconsistent and won't help with Google Analytics or GHL's built-in attribution.
utm_content correctly maps to individual ad creatives: "austin1", "Zach - 1", "2026-6", "Heck 2 - Copy", etc. This is the one bright spot — for the "Qualified YT" campaign, you CAN see which creative drove each lead. "2026-6" has a 40% booking rate on recent data. Scale it.
| Campaign | Leads | Booked | Closed | Close Rate | UTM Tagged |
|---|---|---|---|---|---|
| Qualified YT | 725 | 49 | 2 | 0.3% | ✅ Yes |
| No Campaign | 106 | 30 | 10 | 9.4% | ❌ No |
| Land Clearing Growth | 7 | 2 | 0 | 0% | ❌ No |
| SCIO Conversion Ads V1 | 3 | 0 | 0 | 0% | ❌ No |
| May Video | 2 | 0 | 0 | 0% | ❌ No |
| No Attribution | 4 | 0 | 0 | 0% | — |
| Creative | Leads | Booked | Closed | Book Rate | Status |
|---|---|---|---|---|---|
| 2026-6 | 150 | 60 | — | 40.0% | 🔥 Scale this |
| TTdec2 | 30 | 30 | — | 100% | ⚡ Small sample |
| Zach - 1 | 330 | 30 | — | 9.1% | Decent volume |
| austin1 | 390 | 30 | — | 7.7% | High volume, OK rate |
| (no creative tag) | 1,380 | 60 | — | 4.3% | ⚠️ Untagged |
| Heck 2 - Copy | 120 | 0 | — | 0% | 🛑 Kill or test new |
| Boom 1 - New Copy | 60 | 0 | — | 0% | 🛑 Kill or test new |
| FTC 1 | 30 | 0 | — | 0% | 🛑 Kill or test new |
| TTgary | 30 | 0 | — | 0% | 🛑 Kill or test new |
| downtown1 | 30 | 0 | — | 0% | 🛑 Kill or test new |
| 2026-1 | 30 | 0 | — | 0% | 🛑 Kill or test new |
growth.riseonlineads.com/book page strips all UTMs when redirecting to the GHL calendar. Fix: add hidden fields to the booking form that capture UTM params from the URL or cookies. In GHL, map these to custom contact fields (utm_source, utm_medium, utm_campaign, utm_content). This alone will fix attribution on closed deals. Estimated impact: See which ads actually generate revenue.utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}. Use Facebook's dynamic URL parameters (curly brace macros) so they auto-populate. Estimated impact: 53% of leads become attributable.utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}. Enable Google Ads auto-tagging in GHL integration settings. Estimated impact: 49+ leads/year become diagnosable.paid_social for Facebook, cpc for Google. Move ad set names to utm_term. This fixes Google Analytics channel grouping and any reporting tool that segments by medium.growth.riseonlineads.com/thanks is the last touch for 420 leads but carries zero UTMs. Add hidden fields to the GHL survey that inherit UTM values from the session or URL params.UTM Source, UTM Medium, UTM Campaign, UTM Content, UTM Term. Map these in the form/survey/calendar booking integrations. This creates a permanent attribution record that survives funnel transitions.