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 AdRoll, Adroll, and adroll, as UTMs will display three different sources. Consistently using a format (eg. adroll) across your ad creative will make reports easy to understand.
Here's a sample URL with UTMs:
UTMs can include various parameters. The following table provides a detailed explanation and example of each of the common campaign parameters.
|
Source utm_source |
Use campaign source (utm_source) to identify the source of your campaign. |
|
Medium utm_medium |
Use utm_medium to identify a medium such as retargeting or brand awareness. |
|
Name utm_campaign |
Use utm_campaign to identify a specific promotion or campaign. |
|
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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Click on 'Edit UTM' and edit the UTM parameters.
Sample destination URL with UTMs:
Appending UTMs to new ads
- Go to the left navigation menu and click Ad Library.
- Click Create and select Upload Web Ads.
- Fill out the necessary fields.
- Enter the destination URL with UTMs included.
Sample destination URL with UTMs:
Using Macros
Macros act as placeholders in the UTM 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. Check out the available macros below.
Macros available for Web Ads
click [ADROLL:CAMPAIGN_TYPE]
click [ADROLL:CAMPAIGN_NAME]
click [ADROLL:ADVERTISABLE_EID]
click [ADROLL:CAMPAIGN_EID]
click [ADROLL:AD_GROUP_EID]
click [ADROLL:AD_EID]
click [ADROLL:MOBILE_ID]
click [ADROLL:CLICK_ID]
click [ADROLL:DOMAIN]
click [ADROLL:NETWORK]
click [ADROLL:DEVICE_TYPE]
view,click [timestamp]
view [ADROLL_HEIGHT]
view [ADROLL_WIDTH]
view [CAMPAIGN_EID]
view [ADGROUP_EID]
view [AD_EID]
view [PLACEMENT]
Macros available for Facebook Ads
For static ads and dynamic ads:
[ADROLL:AD_EID]
[ADROLL:CAMPAIGN_TYPE]
[ADROLL:ADVERTISABLE_EID]
[ADROLL_HEIGHT]
[ADROLL_WIDTH]
[AD_EID]
Additional macros for dynamic ads only:
[ADROLL:AD_GROUP_EID]
[ADROLL:CAMPAIGN_NAME]
[ADROLL:CAMPAIGN_EID]
[CAMPAIGN_EID]
[ADGROUP_EID]