CM Visitor Tracker. Every enquiry knows where it came from.

A practice might run Google Ads, post on Facebook, send a newsletter and put leaflets through doors. Each of those has its own dashboard full of clicks, views and visits. None of them can say which one brought in the enquiry that arrived this morning.

So we made the enquiry say it. CM Visitor Tracker quietly follows each visitor from the moment they arrive, and when they send a form, the email the business receives ends with where they came from. Drag the divider to see the difference.

People rarely enquire on their first visit. Someone might find a practice through a Google search on Monday, see a Facebook post on Wednesday and come back from an advert on Friday to book. The tracker remembers both ends of that story: how they first found the site, and what brought them back the time they enquired.

Campaign links tagged with UTM codes are read exactly as they were written. But most visits don’t come from tagged links, so the tracker also recognises where people came from on its own: Google, Bing and other search engines, AI assistants such as ChatGPT, Perplexity and Gemini, Facebook, Instagram, LinkedIn and the rest of social media, webmail, and every other website.

It knows the small things that trip up other tracking too. A link tapped in the Gmail app on Android is an email, not a Google search. An ad click is recognised from Google, Microsoft, Meta, TikTok and LinkedIn, and kept with the enquiry. And messy tags are tidied, so “fb”, “Facebook” and “facebook.com” all count as Facebook.

• Paid searchGoogle and Microsoft ads
• Organic searchGoogle, Bing, DuckDuckGo
• AI assistantChatGPT, Perplexity, Gemini
• Paid socialFacebook and Instagram ads
• Organic socialPosts, bios and shares
• EmailNewsletters and webmail
• ReferralAny other website
• DirectTyped in, or a bookmark
• And moreDisplay, affiliates, other campaigns

The channels and their colours, as the reports show them. They follow the way Google Analytics groups traffic, so the two can be compared.

Every website we make in Etch uses WS Form for its forms: bookings, enquiries, call-backs, referrals. CM Visitor Tracker was made for that one form builder and nothing else, so everything it records appears inside WS Form’s own screens, where the forms are already managed.

• Two ready-made sets of hidden fields, Essentials and Everything, dragged into any form from WS Form’s own library.
• A Visitor Tracker group in WS Form’s list of variables, so any detail can go into an email, a message or a field.
• A setting on the Send Email action that adds the “Where this enquiry came from” panel.
• The source of every enquiry in WS Form’s submissions, and in its spreadsheet export.
• The panel is added only to the business’s own emails, never to the confirmation a customer receives.
• The tracker never changes a form by itself. Nothing is added until someone drags it in.

Remembering a visitor means a cookie, so the tracker does nothing until the visitor has said yes. It works with the cookie banner on our websites and with Google Consent Mode, and if someone says no, or changes their mind later, everything it stored about them is deleted at once.

• First-party only. Its cookies belong to the business’s own website, and what it records stays on that website.
• Personal details are never stored in addresses. If a link carries someone’s email address in it, that part is removed before anything is kept.
• Remembered for a sensible time. Ninety days after the last visit, then forgotten. After an enquiry, the business can choose to keep remembering, forget after a few days, or forget straight away.
• Each enquiry records the cookie choice. So an enquiry with no source says why: the visitor said no, rather than something going wrong.
• Safari-proof. Safari forgets cookies written by a page’s scripts after a week, so the website re-issues them itself, and returning visitors are still recognised.

The best way to know a campaign worked is to tag its links. The tracker has a link builder of its own: choose where the link goes, say what it’s for, and it makes the tagged link and a QR code ready for a leaflet, a poster, a newsletter or a social media bio. The names are tidied as they’re typed, so every campaign is spelled the same way in the reports, and every link made is saved in a list to use again.

Every enquiry is a lead, and so is every tap on a phone number, an email address or a WhatsApp link, each with where that visitor came from. They all add up in the Lead sources report: twelve months by channel at a glance, then by source, campaign or landing page, with a spreadsheet download of the lot.

Nobody has to log in to see it. A monthly email can go to the business on the 1st, with last month’s leads by channel compared with the month before. And if the tracker ever stops recording, for any reason, an email and a notice in WordPress say so.

We Love Teeth runs Google Ads for emergency appointments, Invisalign and implants, each landing on a page of its own with a short call-back form. Every enquiry from those pages reaches the practice saying which campaign it came from, and the same goes for every other form on the site. There’s more on the practice’s new website in our We Love Teeth case study.

Matlock Athletic Club uses it on the club’s own forms, so each one that arrives says how its sender reached the club’s website. The club’s website is in our Matlock Athletic Club case study.

Our own website runs it too. Every “Website by Clifton Media” credit at the foot of our clients’ sites carries its own tags, so when someone enquires after admiring a client’s website, we know which one.

clifton-media.co.uk/work/weloveteeth/
?utm_source=weloveteeth.co.uk&utm_medium=referral&utm_campaign=website-credit

Where this enquiry came from: Referral · weloveteeth.co.uk · website-credit
(the panel in the enquiry email, in short)