An Oak Street Associates Program
UTM / Advanced Marketing Source Tracking
Running a boutique inn is both an art and a business. Our marketplace brings together specialized resources built exclusively for independent innkeepers — from one-on-one consultations to in-depth trainings, seminars, and bootcamps. Whether you’re looking to refine your marketing strategy, modernize operations, or elevate every moment of the guest experience, you’ll find the tools, experts, and insights to help your property thrive.
This is a three-stage process designed to give you clear visibility into which marketing efforts are driving results.
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.
Implementation: If needed, we set up a Google Tag Manager property and configure GA4 with customized reports to track your campaigns in real-time.
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.
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Matt Cooke

Alex Ritz

Patty Cooke

Linda Hayes
