Marketing attribution for online bookings and forms
PracSuite supports standard marketing tracking parameters on the Online Booking site and Online Forms. This allows SEO and digital marketing agencies to attribute bookings and enquiries back to marketing campaigns and advertising channels.
When a patient completes an online booking or submits a form, any supported tracking parameters present on the page URL at the time of submission are captured and stored against the resulting appointment or form record.
Supported tracking parameters
The Online Booking site and Online Forms support the following tracking parameters:
utm_source – identifies where the traffic came from, for example google, facebook, or newsletter
utm_medium – identifies the marketing channel, for example cpc, email, or social
utm_campaign – identifies the specific campaign, for example winter_promo
utm_id – identifies the campaign ID, typically used alongside utm_campaign for platforms that track by ID
utm_term – identifies the paid search keyword that triggered the ad
utm_content – differentiates similar ads or links within the same campaign, for example text_ad vs banner_ad
gclid (Google Ads click ID) – automatically appended by Google Ads when a user clicks through, not something you need to add manually
fbclid (Meta click ID) – automatically appended by Facebook or Instagram when a user clicks through, not something you need to add manually
These parameters are optional and are only captured if they are present on the booking or form URL.
Example
Tracking parameters are added to the end of the booking or form URL, starting with a question mark, and separated by ampersands (&):
https://YOUR_BOOKING_PREFIX.bookings.pracsuite.com/guest?utm_source=google&utm_medium=cpc&utm_campaign=winter_promo&utm_term=physio_adelaide&utm_content=text_ad&gclid=abc123
Replace YOUR_BOOKING_PREFIX with your practice's own booking site prefix.
In this example:
utm_source=google identifies Google as the traffic source
utm_medium=cpc identifies paid search as the channel
utm_campaign=winter_promo identifies the specific campaign
utm_term=physio_adelaide identifies the keyword that triggered the ad
utm_content=text_ad distinguishes this ad variant from others in the same campaign
gclid=abc123 is the Google Ads click ID, automatically appended by Google when a user clicks a Google Ads link
Only include the parameters that are relevant. A simple email campaign might only need utm_source, utm_medium, and utm_campaign.
Accessing captured tracking data
Captured tracking parameters are available in the following Excel exports within PracSuite:
Appointment Report export
Form Report export
When exporting these reports to Excel, any tracking parameters captured at the time of booking or form submission will be included.
How tracking data is captured
Tracking parameters are captured at the time of booking or form submission.
PracSuite stores the parameters exactly as received and does not modify or enrich the data.
If no tracking parameters are present on the URL, no values will be recorded.
Important considerations
Tracking accuracy depends on how booking and form URLs are generated and shared.
Modern browsers, privacy tools, and ad blockers may remove or limit tracking parameters, which can prevent UTM parameters or click IDs from being captured even when they were originally present.
Some parameters, such as click IDs, are typically only present for paid advertising traffic.
Most bookings and form submissions may not include tracking data, depending on marketing activity.
Support scope and responsibilities
Marketing tracking parameters, including UTM parameters and ad click IDs, are considered an advanced feature.
PracSuite Support does not provide assistance with:
Designing marketing or attribution strategies
Configuring advertising platforms or campaigns
Implementing or troubleshooting UTM tagging or click ID behaviour
Analysing or interpreting marketing performance data
PracSuite users seeking assistance with implementing or troubleshooting marketing tracking should consult with a qualified SEO or digital marketing professional.