UTM parameters are tags that are added to your website URL and tracked within Google Analytics and your AdRoll Cross-Channel tab. UTM parameters allow you to track the effectiveness of your campaigns and identify common user touchpoints on the path to conversion.
Note: UTMs are case-sensitive. This means that using RollWorks, Rollworks, and rollworks, as UTMs will display three different sources. Consistently using a format (eg. rollworks) across your ad creative will make reports easy to understand. Here's a sample URL with UTMs: http://rollworks.com/?utm_source=rollworks&utm_medium=retargeting&utm_campaign=spring_promotion&utm_content=static
UTMs can include various parameters. The following table provides a detailed explanation and example of each of the common campaign parameters.
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Source utm_source |
Use campaign source (utm_source) to identify the source of your campaign. |
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Medium utm_medium |
Use utm_medium to identify a medium such as retargeting or brand awareness. |
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Name utm_campaign |
Use utm_campaign to identify a specific promotion or campaign. |
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Content utm_content |
Use utm_content to differentiate the type of ad, for example differentiating your static vs dynamic ads. |
Appending UTMs to existing ads
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Go to the Ad Library tab in the left navigation menu.
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Hover over an ad that you want to add a UTM to.
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Click Edit.
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Enter the destination URL with UTMs included.
Sample destination URL with UTMs:
Appending UTMs to new ads
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Go to the Ad Library tab in the left navigation menu.
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Click Upload Web Ads.
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Choose your file.
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Enter the destination URL with UTMs included.
Sample destination URL with UTMs: