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An Oak Street Associates Program

Understanding where your bookings and inquiries come from is essential for modern innkeepers. This collection of resources focuses on UTM tracking and advanced marketing attribution — helping you connect every click, email, and ad back to real guest conversions. From personalized consultations to hands-on trainings and implementation bootcamps, learn how to set up reliable tracking systems, read your data with confidence, and make smarter marketing decisions that drive direct bookings.

  • This is a three-stage process designed to give you clear visibility into which marketing efforts are driving results.

    1. Discovery session: We review your current marketing platforms (email, social media, ads, website) and evaluate whether advanced tracking through UTM codes and GA4 is the right fit.

    2. Implementation: If needed, we set up a Google Tag Manager property and configure GA4 with customized reports to track your campaigns in real-time.

    3. Hand-off: We provide a complete, in-depth writeup of all technical configurations implemented, along with resources to help you manage and utilize UTM codes across your marketing channels going forward.

  • Access requirements:

    • Google Analytics (Editor-level access)

    • Google Tag Manager (we can create a new property if you don’t already have one)

    • Email marketing integration (Mailchimp example):

      • Sign in to Mailchimp

      • Go to integrations → Search “Google Analytics” → Click connect

      • Sign in with the Google account connected to Analytics

    Optional: Social media accounts (Facebook, Instagram, etc.) for custom UTM setup using our UTM builder tool.

  • What you’ll receive at the end

    • A project writeup outlining your setup and key takeaways

    • A UTM Code Tracker Template to manage and maintain your campaigns moving forward

    • Clear instructions for ongoing use so you can continue measuring success independently

  • Following a written agreement, we will kick this project off with a discovery call. Depending on your current marketing strategy, we will implement a series of technical configurations across your marketing channels/mediums. We will then provide a custom project writeup based on your property's marketing startegy so that you have a in-depth guide of how to use UTM codes for your marketing campaigns downstream. Most projects take about 1 week to complete from when the contract is executed to when the client has the final written reports. 

This resource is sold out. Fill out the form below to get a reminder/notification as soon as the next one is available.

Meet the experts

Matt Cooke
TA
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Matt Cooke

Alex Ritz
TA
I specialize in creating the technology and operational frameworks that help boutique inns and B&Bs run efficiently during transitions. From streamlining property management systems to integrating digital tools for marketing, booking, and reporting, I design solutions that make operations

Alex Ritz

Patty Cooke
TA
Wentworth Style is a unique design firm that is focused on exceptional design while being “marketing” driven in message and identity. Taking into account how guests respond to their environments as well as how a business needs to operate, spaces are carefully customized and thought out for each

Patty Cooke

Consultations

UTM / Advanced Marketing Source Tracking

Helping innkeepers move forward– one smart transition at a time.

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