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UTM parameters

UTM parameters are tags added to a landing page URL, such as utm_source and utm_campaign, so analytics tools can tell which ad brought each visit.

Updated

In the platformMeasurement

Final URL suffix

UTM parameters are tags added to a landing page URL, such as utm_source and utm_campaign, so analytics tools can tell which ad brought each visit.

The common ones are utm_source (the platform, such as google or facebook), utm_medium (such as cpc or paid_social), utm_campaign, utm_term and utm_content, plus utm_id. They don't change what the ad platform counts. They let your own analytics, CRM or store credit visits and sales to campaigns, which is the independent view you need to check what each platform reports.

Where you'll see it

In Google Ads, add UTMs once in the Final URL suffix under Admin > Account settings > Tracking, or per campaign under Settings > Additional settings > Campaign URL options. Keep auto-tagging (the GCLID) on alongside them. ValueTrack parameters such as {campaignid} fill in values automatically. In Meta Ads Manager, the "URL parameters" field sits at the bottom of the ad, with dynamic values like {{campaign.name}}. TikTok has a URL parameters field in the ad with similar macros.

Worked exampleOne campaign, $3,000 spend

SourcePurchasesCPA
Google Ads40$75
Your store, via UTMs32$93.75

The gap can come from attribution, conversion windows or view-through credit. Without UTMs you would have only the platform's figure.

Do

  • Use one spelling per source
  • Keep auto-tagging on; UTMs alone break GCLID-based conversion tracking
  • Set UTMs once in the URL suffix

Don't

  • Mix Facebook, facebook and fb, which splits one source into three rows
  • Add UTMs to every ad’s final URL by hand
  • Tag internal links on your own site; it overwrites the original source