What are UTM tags?

UTM tags are a very common method of tracking digital marketing campaign performance by marketers. UTM tags allow you to know if an Ad is generating clicks or traffic to the destination URL in Google Analytics. UTM tags are also known as UTMs, UTM codes, or UTM parameters.

You should add UTM tags at the end of the Destination URL when creating your Ads in RollWorks to track the effectiveness of your Ads and identify common user touchpoints on the path to conversion.  

The UTM tags need to be formatted in the following way so that Google Analytics and RollWorks can recognize them and use them to segment the analytics data associated with them.

Here's a sample destination URL for an Ad with three UTM tags:


      • utm_source
      • utm_medium
      • utm_campaign


What UTM tags should I use for my Ads?

When adding Ads to your RollWorks Ad Library you should use the following UTM tags in the table below.


Is Required?




Use campaign source (utm_source) to identify the source of your campaign.



Use utm_medium to identify a medium such as retargeting or brand awareness.



Use utm_campaign to identify a specific Campaign or AdGroup.



Use utm_content to differentiate the type of ad, for example differentiating your static vs dynamic ads.


How do I append UTM parameters to RollWorks Ads?

  • Login to RollWorks and navigate to 'Advertising' > 'Ad Library'
  • Click 'Upload' for new Ads or select an existing Ad and click 'Edit'

  • Under 'Destination URL' paste your URL including your UTM parameters


  • Alternatively, you can paste only the URL and enter and click on the icon </> 'Edit UTM' to fill out the three UTM parameters below:
      • Source of your campaign (utm_source)
      • Type of Campaign or Medium (utm_medium)
      • Campaign or AdGroup Name (utm_campaign)



Can I use Macros in my Destination URL as my UTM tags?

Yes. Using a Macro in your Destination URL will allow you to dynamically populate the UTM value in the URL when a user clicks on your Ad. 

Macros act as placeholders in the UTM URL structure that will dynamically populate with the relevant info (campaign name, adgroup eid, ad eid) once the ad is clicked and the UTMs are triggered. 

Below are the available Macros to use in your Destination URL:

Type    Macro

click  [ADROLL:AD_EID]
view,click  [timestamp]
view    [ADROLL_WIDTH]
view    [CAMPAIGN_EID]
view    [ADGROUP_EID]
view    [AD_EID]
view    [PLACEMENT]
For the Macro [ADROLL: DOMAIN] this refers to the Publisher Domain.


How do I track the UTM tags in my Ads in Google Analytics?

You can use Google's URL builder to create the campaign tracking parameters that will help differentiate traffic from your various RollWorks campaigns.

We filled out their URL builder form to generate this URL:


      • www.rollworks.com/landing_page.html is our destination URL
      • utm_source=rollworks identifies the source of this traffic as your RollWorks campaign
      • utm_medium=banner identifies that we served a web banner ad
      • utm_content=static_160x600_v002 identifies the specific ad used is our 160x600 static ad
      • utm_campaign=web_promo_adgroup_1 identifies that the ad is part of our Web Promo campaign in AdGroup 1 


How do I report Rollworks Advertising data in Google Analytics?

To learn more about reporting RollWorks Advertising data in Google Analytics visit this Help Center article.

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