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Configure the UTM parameters

How to configure the UTM parameters.

Admetrics avatar
Written by Admetrics
Updated over 2 months ago

To correctly attribute orders to campaigns and ads, it's essential to add the correct tracking parameters to your landing pages. At a minimum, Admetrics Data Studio requires the correct utm_source parameter to be set. Additionally, you can use utm_medium and utm_campaign to track further details and analyze them on the platform.

Examples

https://www.yourshop.com/?utm_source=influencer&utm_campaign=steveurkle 
https://www.yourshop.com/product-a?utm_source=email&utm_campaign=blackfriday22 
https://www.yourshop.com/product-b?utm_source=facebook&fbadid=12312431551 
https://www.yourshop.com/product-c?gclid=12412515x1551161277393101901

Affiliate

Parameter

  • utm_source=affiliate or utm_medium=affiliate or utm_source=webgains

  • utm_campaign={campaign name}

Example

https://www.yourshop.com/?utm_source=affiliate&utm_campaign={campaign name}

Awin

Parameter

  • utm_source=awin or utm_medium=awin

  • utm_campaign=!!!campaign!!!

  • optional: aw_adid=!!!linkid!!!

  • optional: utm_content=!!!sitename!!!

Example

https://www.yourshop.com/?utm_source=awin&utm_campaign=!!!campaign!!!&aw_adid=!!!linkid!!!&utm_content=!!!sitename!!!

Criteo

Parameter

  • utm_source=criteo

  • campaign_id={{campaignid}}

  • adset_id={{adsetid}}

  • ct_adid={{adid}}

  • optional: utm_medium=medium

  • optional: utm_campaign=campaign

Example

https://www.yourshop.com/?utm_source=criteo&utm_medium=paid&utm_campaign=Conversion&campaign_id={{campaignid}}&adset_id={{adsetid}}&ct_adid={{adid}}

Email

Parameter

  • utm_source=email or utm_medium=email or utm_source=newsletter or utm_source=klaviyo

  • utm_campaign=campaign

Example

https://www.yourshop.com/?utm_source=email&utm_campaign=campaign

Google Ads

While auto-tagging in Google Ads remains widely used, iOS 17 privacy changes require the addition of UTM parameters to ensure tracking accuracy.

Parameter

  • utm_source=google or utm_source=youtube

  • ga_adcid={campaignid} or campaign_id={campaignid}

  • ga_adgid={adgroupid} or adgroup_id={adgroupid}

  • ga_adid={creative}

  • Optional: utm_term={keyword}

  • Optional: matchtype={matchtype}

Example

https://www.yourshop.com/?utm_source=google&ga_adcid={campaignid}&ga_adgid={adgroupid}&ga_adid={creative}&utm_term={keyword}&matchtype={matchtype}

Tracking Template

Google allows you to set up tracking templates at the campaign level, automatically applying the UTM parameters to all landing page URLs. Here you can find the article how to set up the Tracking Template.

Influencer

Parameter

  • utm_source=influencer or utm_medium=influencer

  • utm_campaign={campaign_name}

  • utm_term={influencer_name}

Example

https://www.yourshop.com/?utm_source=influencer&utm_campaign={campaign_name}&utm_term={influencer_name}

LinkedIn

Parameter

  • utm_source=linkedin

  • li_adid=[ad_id]

  • optional: utm_campaign={{CAMPAIGN_NAME}}

  • optional: campaign_id={{CAMPAIGN_ID}}

Example

https://www.yourshop.com/?utm_source=linkedin&li_adid=123123123

Unfortunately, LinkedIn does not support dynamic landing page parameters/macros. You must manually replace [ad_id] for each ad with the respective ID.

Instructions: You can find the ID in your LinkedIn Ads Manager.

Meta

Parameter

  • utm_source=meta or utm_source=IGShopping or utm_source=facebookig or utm_source=instagram or utm_source=facebook or utm_medium=facebook_instagram

  • optional: utm_medium={{site_source_name}}

  • mt_adid={{ad.id}}

Example

https://www.yourshop.com/?utm_source=meta&utm_medium={{site_source_name}}&mt_adid={{ad.id}}

Instructions to edit a single ad

Instructions for updating multiple ads at once:

  1. Go to the Facebook Ads Manager

  2. Click on the Ads tab

  3. Select all of your ads (If you have a lot of ads, filter the view with “Ad delivery” = “Active”)

  4. Click edit

  5. Scroll down to the UTM parameter section

  6. Add the UTM parameters and click publish

WARNING ⚠️ Changing UTM parameters can cause the ad set to re-enter the learning phase. Read more about the significant edits and learning phase here.

Microsoft Ads

Parameter

  • utm_source=bing

  • ms_adcid={CampaignId}

  • ms_adgid={AdGroupID}

  • ms_adid={AdId}

  • optional: utm_term={keyword:default}

  • optional: matchtype={MatchType}

Example

https://www.yourshop.com/?utm_source=bing&ms_adcid={CampaignId}&ms_adgid={AdGroupID}&ms_adid={AdId}&utm_term={keyword:default}&matchtype={MatchType}

Microsoft Instructions

Organic Social

Parameter

  • utm_source=organic_social

Example

https://www.yourshop.com/?utm_source=organic_social

Outbrain

Parameter

  • utm_source=outbrain

  • ob_adid={{ad_id}}

  • for S2S Integration: ob_clid={{ob_click_id}} or OutbrainClickId={{ob_click_id}}

  • optional: utm_campaign={{campaign_name}}

  • optional: utm_content={{ad_title}}

  • optional: utm_term={{publisher_name}}_{{section_name}}

Example

https://www.yourshop.com/?utm_source=outbrain&ob_adid={{ad_id}}&utm_medium=Discovery&utm_campaign={{campaign_name}}&utm_content={{ad_title}}&utm_term={{publisher_name}}_{{section_name}}&ob_clid={{ob_click_id}}

Pinterest

Parameter

  • utm_source=pinterest or utm_medium=pinterest

  • adgroup_id={adgroupid}

  • pt_adid={adid}

Example

https://www.yourshop.com/?utm_source=pinterest&adgroup_id={adgroupid}&pt_adid={adid}

Pinterest Instructions

Snapchat

Parameter

  • utm_source=snapchat

  • sc_adid={{[ad.id](<http://ad.id/>)}}

Example

https://www.yourshop.com/?utm_source=snapchat&sc_adid={{ad.id}}

Taboola

Parameter

  • utm_source=taboola

  • tb_adid={campaign_item_id}

  • for S2S Integration: tblci={click_id}

Example

https://www.yourshop.com/?utm_source=taboola&tb_adid={campaign_item_id}&tblci={click_id}

TikTok

Parameter

  • utm_source=tiktok

  • tk_adid=__CID__

Example

https://www.yourshop.com/?utm_source=tiktok&tk_adid=__CID__

X

Parameter

You need to replace [ADGROUP_ID] and [TWEET_ID] manually with the correct ID’s.

  • utm_source=x

  • twag=[ADGROUP_ID]

  • twid=[TWEET_ID]

Example

https://www.yourshop.com/?utm_source=x&twag=[ADGROUP_ID]&x_adid=[TWEET_ID]

Unfortunately, X does not support dynamic landing page parameters/macros, which is why you need to manually replace [ad_id] for each Ad with the respective ID of the Ad.

Here you can find the detailed X UTM Guide.

Related Articles
How to set up the Tracking Template
Detailed X UTM Guide
Conversion Script Parameters
How to set up S2S for Taboola
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