How do I know which video brought a customer?

By putting a different link in each video. Per Google Analytics Help, links with UTM parameters let you attribute clicks to a specific campaign; utm_source, utm_medium and utm_campaign are the three Google says you should always use.

Which parameter tells apart two videos for the same trip?

utm_content, which per Google is used to tell apart similar content or multiple links in the same ad. It's optional.

Does capitalization matter in these links?

Yes. Google warns that values are case sensitive, so write everything in lowercase to avoid splitting one video into two.

Does this work if my bookings come through a third-party portal?

Only where you control the page. If the link goes to a page on a portal you can't measure, tracking depends on what that portal shows you.

Why write each post in Spanish and in English?

Because your customer may search and ask in either. A post written natively in each language, and not translated word for word, sounds natural to the person reading it.

Tracked links per video show dive shops and marinas which reel or story brought each booking, with bilingual posts in Spanish and English.

From a reel to a dive booking: how to know which video brought which customer

TL;DR

A trip or a course goes out in several formats: a reel, a carousel and a story. If all of them carry the same link, you can't tell which one brought whom.

The fix is a different link per video, with UTM parameters. Per Google, utm_source, utm_medium and utm_campaign are the three to always use, and utm_content tells similar links apart.

Each post is also written in Spanish and English, natively in each, not translated word for word.

Today's one thing: create three clearly named links for your next trip or course.

The short answer. Before you post a trip's reel, give it its own link. When someone books a spot, you'll know which video they came from, and next week you'll repeat what worked instead of what looked pretty.

Naty started at 14 selling at a dive shop, and we're both certified divers. We know the counter question: how did you hear about us? A link per video answers it without relying on the memory of whoever was working the desk.

Picture a dive shop in Fort Lauderdale. (Hypothetical example.) It posts each new trip in three formats: a reel of the trip, a carousel with the photos and a story with the date and open spots. All three carry the same link to the booking page. At the end of the month it has four bookings and a question it can't answer: which of the three pieces brought them?

Without that answer, next month it makes all three again, and maybe two are dead weight.

One link per video, in three steps

It's the same link to your booking page with a few tags at the end. Google calls them campaign parameters, and its Analytics help explains how they work.

Use the three required ones. Per Google, utm_source is where the click comes from (for example, instagram), utm_medium is the channel type (reel, carousel, story) and utm_campaign is the campaign name (the trip or the course).
Add utm_content to tell videos apart. Google describes it as the parameter that tells apart similar content or multiple links in the same ad. If you make two reels of the same trip, one is video-1 and the other video-2.
Write everything in lowercase. Google warns that values are case sensitive. "Reel" and "reel" count as two different things.

Here's what it looks like:

https://yourshop.com/book/reef-trip?utm_source=instagram&utm_medium=reel&utm_campaign=reef-trip&utm_content=video-1

Keep a sheet with your names and don't change them: reef-trip today and trip-reef tomorrow would be two different campaigns.

What to look at afterward

You don't need an expensive tool. Where you see this data depends on your analytics, and Google explains it in its help. Look at just two things per trip or course:

Which format brings the most visits to the booking page.
Which of those visits ends in a booking.

If the reel brings people and the carousel brings bookings, you know what to say in the next carousel. You don't need a figure today: you need to start writing it down.

Each post, in both languages

Your customer may search and ask in Spanish, in English or in both. That's why each trip or course is written twice.

Write it natively in each language. A word-for-word translation sounds like a translation. Ask your AI assistant, or whoever helps you, to draft it the way a speaker of that language would write it, and to tell you what detail is missing (date, open spots, the certification level required).
The same link with its pair. The Spanish post and the English one each carry their own parameters, so you also learn which language brings more bookings.
Don't publish anything about safety, certifications or sea conditions that you can't back with a document of yours or from your certifying agency. To say "certified" with its supporting detail, see how to write "certified technicians".

If customers appear in the photos, get written permission from whoever appears. And for what you hand the AI when you ask it for an image of your trip, the rule is in AI paints the background, the product has to be yours.

What this method doesn't solve

It says which link the booking came from, not who the customer is. You know that by talking to them.
It doesn't measure someone who watches the reel and then looks up your shop on their own. That customer leaves no link.
It only works where you control the page. If the link goes to a portal you don't measure, you depend on what the portal shows you.
It doesn't promise more bookings. It tells you which content to repeat.
If you keep customer data, check where your client data lives.

Who should skip it

If you run one trip every few months, noting it by hand in a sheet is enough.
If all your bookings come through a portal and you don't have your own page with analytics.
If you don't yet have a reel, a carousel and a story per trip: start with one.

What you'll do today

A short stretch, one trip or course.

Pick the next one.
Create three links with utm_source, utm_medium and utm_campaign, one per piece (reel, carousel, story).
Write them in a sheet and use them in the three pieces.
Write the post in Spanish and in English, each native.