Small tools for marketers who want to know what is working and spend accordingly.
Built from two decades in marketing: the small, practical things that make a business easier to find, contact and remember.
Made for: Social media managers juggling several platforms, Small businesses running their first paid adverts, Marketers who want clean, trackable links, Anyone printing posters, flyers or packaging with a QR code.
If you cannot tell where customers came from, you cannot tell which marketing is worth paying for. UTM parameters fix that. They are small labels added to the end of a link, such as utm_source, utm_medium and utm_campaign, which analytics tools read to report where each visit came from. Use the same naming every time, in lower case, or your reports will split one campaign into several.
Captions are read on small screens by busy thumbs. Put the point in the first line, because most platforms cut captions off and hide the rest behind a "more" link. Instagram allows long captions of up to 2,200 characters, but length is not the goal. Write the hook, the useful bit and one clear call to action, and stop.
Before you boost a post, decide what success looks like and what you can afford to pay for it. If a sale earns you 5,000 in profit, paying 6,000 in adverts to win it is a loss, however good the reach looks. Start with a small test budget, see what a click or a lead actually costs, and only then scale up what works.
Offline marketing can be measured too. Put a QR code on your flyer or shop window that points to a tagged link, and you will see how many people scanned it. A WhatsApp link with a pre-filled message makes it easy for a customer to say hello, and easy for you to know which poster they saw.
Labels added to a link that tell your analytics tool where a visitor came from: the source, the medium and the campaign, plus optional term and content tags. They do not change the page the link opens.
Yes, platforms update their limits from time to time and some differ by account type. Treat the limits shown as a guide and check the platform's own help pages if you are close to the edge.
There is no single right number. Start with what you could afford to lose on a test, measure the cost of each result, and scale only what pays for itself. The ad budget calculator helps you work that out.
No. Links, captions and budgets are worked out in your browser on your own device. Nothing you type is sent to us.
These tools help you plan and measure marketing but do not guarantee any results; platform rules, limits and advertising costs change, so check each platform's current policies and use your own judgement before spending money.