Add UTMs to your AdRoll Campaigns

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.

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

  1. Go to the Ad Library tab in the left navigation menu.

  2. Hover over an ad that you want to add a UTM to.

  3. Click Edit.

  4. 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

Appending UTMs to new ads

  1. Go to the left navigation menu and click Ad Library.
  2. Click Create and select Upload Web Ads.
  3. Fill out the necessary fields.
  4. 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.

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]
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