The Sperry Tree Care Q2 2026 campaign uses a 4-layer attribution stack to track prospects from initial awareness through qualified lead submission and revenue recognition.
Layer 1: Paid Media Awareness
Meta Ads → UTM Parameters → GA4
Meta paid social campaigns (Spring Pruning, Club Signup) drive traffic to sperrytreecare.com with UTM parameters (source=meta, medium=paid-social, campaign=spring-pruning-2026 or club-signup-2026). GA4 captures first-click attribution.
Kit broadcasts and nurture sequences include email-specific UTM parameters (source=kit, medium=email, campaign=q2-spring-club|ws2-spring-club|lead-warmup|club-welcome). CTA clicks route through GA4 tracked landing pages to Jobber forms. Content parameter distinguishes email-1 through email-11 within each sequence.
Layer 3: Lead Conversion
Jobber Estimate → Source Field → Revenue Tracking
When a prospect submits a Jobber form or is created as a client, the "Source" field is manually or automatically populated with the traffic channel (e.g., "Meta Ad — Spring 2026", "Kit Email — WS2"). This field becomes the key bridge between digital marketing spend and closed revenue.
Layer 4: Lead Validation
Meta Pixel Lead Event → /estimate-sent/ Page
When a prospect receives an estimate (Jobber estimate → /estimate-sent/ redirect), the Meta Pixel Lead event fires, closing the loop in Meta's attribution and allowing ROAS measurement. Status: planned for WS4 retainer implementation.
Section 2: UTM Parameter Standards
All campaigns use consistent UTM structure: source=VALUE&medium=VALUE&campaign=VALUE&content=VALUE
Source
Medium
Campaign
Content
When Used
kit
email
q2-spring-club
email-1, email-2, email-3
Q2 main campaign broadcasts (opens, engagement, offer timing)
kit
email
ws2-spring-club
email-3, email-4, … email-11
WS2 club nurture sequence (post-club signup follow-up)
kit
email
lead-warmup
email-1, email-2, email-3
Estimate lead warmup sequence (after estimate inquiry, pre-follow-up)
kit
email
club-welcome
email-1, email-2, email-3, email-4
Club welcome sequence (immediate post-signup onboarding)
meta
paid-social
spring-pruning-2026
residential-feed, commercial-feed, story
Meta pruning service campaigns (ad format differentiation)
meta
paid-social
club-signup-2026
residential-feed, story
Meta club signup campaigns (audience-specific ads)
Implementation note: URLs built via Kit should auto-populate with these parameters. URLs built in Meta Ads Manager must be manually constructed. Example: ?utm_source=meta&utm_medium=paid-social&utm_campaign=spring-pruning-2026&utm_content=residential-feed
Section 3: Kit Automations — Link Tracking
Configure link-click automations in Kit to tag subscribers when they engage with specific email CTAs. These tags enable downstream targeting and lead scoring.
Email / Sequence
Link/CTA
Tag Applied
Purpose
Email 3 (Q2 Main Campaign)
Service offer CTA
spring-offer-clicked
Identifies engaged prospects from main offer broadcast
Email 5 (WS2 Club Nurture)
Urgency/deadline CTA
urgency-clicked
Marks subscribers showing urgency response; candidates for immediate follow-up
Email 4 (Club Welcome)
Assessment booking link
assessment-requested
Tracks members ready to move to consultation; triggers Jobber qualification
Setup Instructions
In Kit dashboard, navigate to Automations
Click + New Automation → select Trigger: Link clicked
Select the email and specific link URL
Action: Add tag with the tag name from the table above
Activate and test with a personal email first
Section 4: Jobber Source Field Values
When creating or updating a client in Jobber, populate the "Source" field with one of these standardized values. This field is critical for tying estimates and revenue back to the marketing channel.
Meta Ad — Spring 2026 — Prospect came from paid Meta social ad (Spring Pruning or Club Signup campaigns)
Kit Email — WS2 — From WS2 club nurture or ongoing engagement sequence
Kit Email — Lead Warmup — From lead warmup sequence (post-estimate inquiry)
Kit Email — Club Welcome — New club member from welcome sequence
Home Show 2026 — In-person event lead (if applicable)
Referral — Club Member — Referred by existing club member
Organic — Website — Organic traffic to sperrytreecare.com (no UTM)
Organic — Google — Organic Google search result
Best practice: In Jobber forms on the website, use a hidden field to auto-populate Source based on UTM parameters. Zapier can map utm_campaign values to Jobber Source fields. For manual entry, refer CSRs to this list.
Section 5: GA4 Campaign Reports
Access campaign and traffic data via Google Analytics 4 dashboard. Key pathways listed below.
page_view — Landing page arrivals; compare by campaign
Note: Jobber form submissions fire GA4 events by passing UTM parameters through the Jobber ClientHub redirect URL. Ensure all Jobber forms retain query parameters in their action attribute.
Section 6: Meta Pixel Lead Event
Close the attribution loop by tracking estimate submission in Meta Pixel, enabling ROAS measurement and audience building.
Status: Planned — WS4 Retainer Implementation
Trigger Event
Page: /estimate-sent/
Fires when prospect receives an estimate after Jobber form submission. Jobber redirect sends user to this page, which also loads Meta Pixel tracking code.
Implementation Code
fbq('track', 'Lead');
Workflow
Prospect fills Jobber form (source field populated via UTM or Zapier)
Form submits → Jobber creates estimate
Jobber redirects to /estimate-sent/ on Sperry website
Meta Pixel Lead event fires
Lead is attributed back to originating Meta or Kit campaign
Measure which email sequences actually produce paying clients, not just leads, using a Job Approved trigger.
Status: Planned — WS4 Retainer Implementation
Zapier Workflow
Trigger: Jobber Event — Job Status = "Approved"
Action 1: Find subscriber in Kit by email address (from Jobber client)
Action 2: Add tag "Client — Job Booked" to subscriber
Purpose
Know which email sequences (q2-spring-club, ws2-spring-club, lead-warmup) produced actual paying clients
Compare email sequence ROAS by tracking Tag assignment → Job Approved revenue
Exclude unqualified leads or tire-kickers from future premium sequences
Section 8: Weekly Attribution Checklist
Use this quick reference each week to validate the attribution stack is working correctly.
Kit broadcasts: Check open rates and click rates in Kit dashboard. Verify link-click automations are triggering tags.
GA4 traffic: Check session campaign and source/medium reports. Confirm UTM values match live campaigns.
Jobber estimates: Review new estimates created this week. Verify Source field is populated (not blank). Cross-check source values against expected campaigns.
Meta campaigns: Check ROAS, lead cost, and conversion rate in Meta Business Manager. Compare to GA4 data.
Cross-check: Compare number of estimates created this week to total Kit email sends. Identify any drop-off in conversion rate.
Zapier job approvals: Once WS4 Zapier is live, verify "Client — Job Booked" tags are being applied. Check tag counts by email sequence.