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How to Analyze Digital Marketing, Cohorts, and UTM Attribution

Connect UTM sources and campaigns with sales outcomes, and compare how long prospects take to purchase.

Illustration of UTM parameters connected to prospects, opportunities, and sales.

Published on October 27, 2026

Marketing reports connect how someone reached your company with what happened next in CRM. Performance groups prospects by their UTM data and summarizes opportunities and sales. Acquisition Cohorts reviews sales and the time between prospect creation and sale creation.

Start with the question
Use Performance to compare campaigns, sources, or digital channels. Use Cohorts to review sales amounts and how long prospects took to purchase. They complement each other; they do not measure exactly the same thing.

What UTM parameters mean

UTM parameters are labels added to a page link to identify the source of a visit and its campaign context. When capture data preserves those values, CRM can group records and relate them to sales outcomes.

Diagram explaining utm_source, utm_medium, utm_campaign, and utm_content with examples.
Each parameter answers a different question about the visit and campaign version.
ParameterQuestionExample
utm_sourceWhich site or platform sent the visitor?google or instagram
utm_mediumWhich channel type?cpc, email, or social
utm_campaignWhich campaign?webinar_october
utm_termWhich term or keyword was associated?crm for clinics
utm_contentWhich ad or link variation?video_a

If a tracking record exists but one UTM value is blank, that value may appear as Unknown. If a prospect has no UTM tracking record, it cannot be attributed in this report; CRM does not infer a source from the contact or company name.

Review Marketing Performance

  1. In CRM, open Reports and select Performance under Marketing.
  2. Under Group by, choose UTM Source/Medium, Source, Medium, Campaign, Term, or Content.
  3. To isolate a value, use the UTM filter and select the parameter and value.
  4. Under Period, choose prospect creation date or recorded first interaction. Select a range and click Apply.

The table can show prospects, open opportunities, customers, conversion, first purchase, transactions, average ticket, purchase cycle, and customer lifetime value (LTV). Opportunity amount includes open opportunities; won and lost opportunities are excluded. Conversion relates customers to prospects within the displayed group.

Example
A company publishes two webinar ads. Both use source=instagram, but one uses medium=paid_social and content=video_a, while the other uses content=image_b. Group by Campaign to review the whole campaign, then by Content to compare versions. If one brings prospects but few opportunities, review its audience and message before increasing spend.

Analyze Acquisition Cohorts

Open Acquisition Cohorts to compare sales for a period by executive, group, or prospect origin. The report measures days between prospect creation and sale creation, then distributes amounts into four ranges: under 30 days, 30 to 60, 60 to 90, and over 90 days.

Acquisition Cohorts grouped by executive: Héctor Lagunes has two transactions totaling $2,000, a $1,000 average ticket, all in the under-30-day range.
Compare amount, average ticket, average days, and sales distribution by acquisition time.
  1. Choose By executive, By group, or By origin.
  2. Select the sales Period and click Apply.
  3. Compare amount, average ticket, closing days, and amounts by range. The chart shows distribution; the table provides exact figures.
  4. Open the detail linked to a row or cell when available to review records behind an amount.
Example
In the screenshot, Héctor Lagunes has two transactions totaling $2,000, with a $1,000 average ticket. The full $2,000 appears in the under-30-day range. This describes the time between prospect creation and sale creation in the included records; it does not predict future opportunities.

What to do when Performance is empty

  1. Confirm that campaign links include UTM parameters and that the prospect creation process preserves attribution.
  2. Choose a range that includes the creation date or recorded first interaction, and remove filters that may exclude values.
  3. If a record did not save UTM tracking, set a convention for future links. The report cannot recover a source that was never recorded.
  4. To analyze purchase timing without UTM data, use Cohorts, which relies on recorded sales and can group by executive, group, or available origin.