> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# UTM parameters for Upstack Data Attribution Tracking

> Set up UTM parameters in Meta, Google, TikTok, and other ad campaigns so Upstack Data can attribute traffic and conversions to the correct source, medium, and campaign in reporting.

<Tip>
  * Copy the platform-specific UTM string for your ad platform.
  * Paste it into the **URL Parameters** field in your ads (not the Destination URL).
  * Test links to verify the parameters are working.
  * Monitor results in your [Upstack dashboard](https://app.upstackdata.com) attribution reports.
</Tip>

<Note>
  Tracking parameters are snippets of code added to your URLs that track campaign performance. By using Upstack Data's custom tracking parameters in your ads, each visitor informs the Upstack Pixel exactly which ad they clicked before arriving at your store.
</Note>

## Prerequisites

* The Upstack Data pixel installed on your store (see [Install on Shopify](/get-started/install-on-shopify))

* Admin access to each ad platform you want to update (Meta, Google, TikTok, etc.)

* Your active campaigns identified — UTMs are added at the ad level, not the campaign level

## Required UTM parameters by platform

Copy the following tracking parameters and add them to the tracking settings of your active ads. Place these parameters in the **URL Parameters** field of each ad — not the Destination URL.

### Meta Ads

```text theme={null}
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

```text theme={null}
{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

```text theme={null}
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

```text theme={null}
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

```text theme={null}
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

<img src="https://mintcdn.com/upstackdata-afbed50d/r7kPU9Z0Ocj96UFU/images/intercom/773921ffe28ac79c.png?fit=max&auto=format&n=r7kPU9Z0Ocj96UFU&q=85&s=e79a6d51de82cfc07af0874765696ece" alt="" width="714" height="703" data-path="images/intercom/773921ffe28ac79c.png" />

### 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
```

## Verify UTM parameters are working

After adding UTMs to your ads:

1. Click one of your live ads (or use the platform's preview link) and arrive on your store.

2. Confirm the URL in your browser's address bar contains the expected UTM parameters (e.g., `utm_source=`, `utm_campaign=`).

3. In the [Upstack dashboard](https://app.upstackdata.com), open your attribution report and confirm visits and conversions are being attributed to the expected source, campaign, and ad.

4. Allow up to a few hours for newly tagged ads to populate reports.

## Frequently asked questions

### 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](https://www.facebook.com/business/guides/124742407297678) 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.