Quick Summary
Copy the platform-specific UTM string for your ad platform
Add to URL Parameters field in your ads (not Destination URL)
Test links to verify parameters are working
Monitor in UpstackData attribution reports
Tracking parameters are snippets of code added to your URLs that track campaign performance. By using UpstackData's custom tracking parameters in your ads, each visitor informs our Pixel exactly which ad they clicked before arriving at your store.
Required UTM Parameters by Platform
Copy the following tracking parameters and add them to the Tracking settings of your active ads. These parameters should be placed in the URL Parameters field.
Meta Ads
?utm_source={{site_source_name}}&utm_medium=paid&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}&fbadid={{ad.id}}&campaign_id={{campaign.id}}
Google Ads
{lpurl}?utm_source=google&utm_medium=paid&utm_campaign={campaignid}&ad_id={creative}&utm_adset_id={adgroupid}&utm_term={adgroupid}&utm_content={creative}&campaign_id={campaignid}&utm_placement={network}
TikTok Ads
utm_source=tiktok&utm_medium=paid&utm_campaign=CAMPAIGN_NAME&utm_term=AID_NAME&utm_content=CID_NAME&ad_id=CID&campaign_id=CAMPAIGN_ID&adset_id=AID
Snapchat Ads
?utm_source=snapchat&utm_medium=paid&utm_campaign={{campaign.name}}&ad_id={{ad.id}}&utm_adset_id={{adSet.id}}&utm_term={{adSet.name}}&utm_content={{creative.name}}&campaign_id={{campaign.id}}
Pinterest Ads
utm_source=pinterest&utm_medium=paid&utm_campaign={campaign_name}&utm_term={adgroup_name}&utm_content={ad_name}&ad_id={adid}&campaign_id={campaignid}&adset_id={adgroupid}
Klaviyo Email
Taboola Ads
?utm_source=taboola&utm_medium=paid&utm_campaign={campaign_name}&utm_term={site}&utm_content={title}
Outbrain Ads
?utm_source=outbrain&utm_medium=paid&utm_campaign={{campaign_name}}&utm_content={{ad_title}}&utm_term={{publisher_name}}_{{section_name}}
Criteo Ads
?utm_source=criteo&utm_medium=paid
Adroll Ads
?utm_source=adroll&utm_medium=paid
ShareASale
?utm_source=shareasale&utm_medium=affiliate
Frequently Asked Questions (FAQs)
1. I'm already using different UTMs, what should I do?
If you're already using UTMs for another purpose, you can simply add these parameters to the end of that string - just be sure to write
&before pasting these parameters.
2. Can I bulk edit UTMs for all my ads?
Every ad that you want to track with the Pixel will need our recommended tracking parameters in there. Good news: you can also bulk edit your ads within Facebook, so you won't have to update UTMs one ad at a time.
3. Can I append the UTMs to the Destination URL?
Meta recently published that anything in a Destination URL after the domain itself will be automatically shortened and removed. If UTMs are appended to the Destination URL, they will be automatically removed by Meta. Therefore, UTMs should properly be placed in the URL Parameters field.
4. Will my ads go live right away after adding UTMs?
Updating the URL Parameters on your ads will send the ad into a "processing" phase. The processing phase can take up to 1 hour and will pause spend on your ads while they're being processed by Facebook.
5. Will I lose social proof by adding UTMs?
On some occasions, updating the URL Parameters on an active ad has reset the social proof on the ad & sent the ad back into the "learning phase". However, social proof was often lost for ads where creative assets were manually uploaded directly into the ads manager (versus creating the ad via the Post ID or Use Existing Post method). You can add UTMs without losing Social Proof - click here to learn how.
This is not a fool-proof method, but it is the most effective method we have found for updating UTMs on your ads without losing social proof. Unfortunately, we cannot make guarantees that social proof will not be lost.