Track Thumbtack request conversion with UTM codes

Objective

• Attach UTM tracking codes to outbound Thumbtack requests so payment and conversion data can be round-tripped back to Attik.
• Surface Thumbtack-sourced revenue and brand-level conversion rates in the post-inspection revenue dashboard.
• Give brand leaders and ops teams data to evaluate how much revenue Thumbtack is actually generating per brand — moving from anecdote to shared numbers.

Background

• Thumbtack supports appending a custom UTM parameter to the request payload it sends back with payment data.
• The post-inspection revenue dashboard (ATT-1670) already tracks repair list and Thumbtack adoption at a high level, but does not currently break down conversion or revenue by brand using trackable identifiers.
• Without UTM codes, there is no reliable way to attribute which Thumbtack payments are tied to which inspection or brand — the data exists but isn't linked.
• June 19 feature sync: Chris requested this as a next-week item. He described attaching a UTM code to the Thumbtack request and then using the code Thumbtack returns with their payment data to close the loop. Goal is to see how much is being paid per brand and which brands are converting.

Product Decisions

Locked

1. UTM approach — Attach a UTM tracking code to outbound Thumbtack requests; Thumbtack returns the code with payment data so it can be matched back to the originating inspection and brand.

Open

1. UTM structure — What fields should the UTM encode? Options: brand ID only, brand + inspection ID, brand + instance + date. Confirm with Chris what granularity is needed for the dashboard.
2. Dashboard surface — Does Thumbtack conversion data appear on the existing post-inspection revenue dashboard (ATT-1670), the Launchpad Revenue dashboard (ATT-1879), or both?
3. Data storage — Where does the returned UTM data land in the Attik data model? Does it live on the inspection record, a separate Thumbtack event table, or the batch payment tables?

Scope

Backend

• Thumbtack request builder — append UTM code to outbound request payload.
• Inbound Thumbtack payment/conversion webhook or sync — capture and store returned UTM code on the relevant record.
• Data model — add UTM field to appropriate table (inspection, Thumbtack event, or payment record).

Frontend

• Post-inspection revenue dashboard and/or Launchpad Revenue dashboard — add Thumbtack conversion widget or breakdown filtered/grouped by brand using the UTM-linked data.

References

• Related: ATT-1670 (post-inspection revenue dashboard)
• Related: ATT-1879 (Launchpad Revenue admin dashboard)
• June 19 Feature Sync transcript — 00:39:53–00:41:03