What are UTM tags
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:
http://adroll.com/?utm_source=adroll&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.
| UTM Parameter | Description |
|---|---|
|
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
- Log in to AdRoll and navigate to Creatives tab on the left side menu.
- Hover over an ad that you want to add a UTM to.
- Click Edit.
- Click on 'Edit UTM' right next to the "Destination URL" field and edit the UTM parameters.
Note: For dynamic creatives, please add the UTM parameters both as tracking parameters and in the fallback URL in order to reflect accurately in your AdRoll reports.
Sample destination URL with UTMs:
http://adroll.com/?utm_source=adroll&utm_medium=retargeting&utm_content=static&utm_campaign=spring_promotion
Appending UTMs to new ads
- Log in to AdRoll and navigate to Creatives tab on the left side menu.
- Click Create or Upload.
- Fill out the necessary fields.
- Enter the destination URL with UTMs included.
Sample destination URL with UTMs:
http://adroll.com/?utm_source=adroll&utm_medium=retargeting&utm_content=static&utm_campaign=spring_promotion
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
Type |
Macro |
|---|---|
| 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:
Type |
Macro |
|---|---|
| click | [ADROLL:AD_EID] |
| click | [ADROLL:CAMPAIGN_TYPE] = “facebook” |
| click | [ADROLL:ADVERTISABLE_EID] |
| view | [ADROLL_HEIGHT] |
| view | [ADROLL_WIDTH] |
| view | [AD_EID] |
For dynamic ads:
Type |
Macro |
|---|---|
| click | [ADROLL:AD_EID] |
| click | [ADROLL:CAMPAIGN_TYPE] = “facebook” |
| click | [ADROLL:ADVERTISABLE_EID] |
| view | [ADROLL_HEIGHT] |
| view | [ADROLL_WIDTH] |
| view | [AD_EID] |
| click | [ADROLL:AD_GROUP_EID] |
| click | [ADROLL:CAMPAIGN_NAME] |
| click | [ADROLL:CAMPAIGN_EID] |
| view | [CAMPAIGN_EID] |
| view | [ADGROUP_EID] |
Macros available for CTV Ads
For CTV App ads:
Type |
Macro |
|---|---|
view |
[APP_ID] |