utm_source — the referrer
What for: To indicate the referrer (e.g. google, newsletter) Example:
- utm_source=google – context ad in Google Ads
- utm_source=facebook — context ad in Facebook
When should I use UTM parameters?
- You are running an advertising campaign on Google or social networks and want to know, where your users are coming from.
- You use other ways to attract readers and potential customers and want to know more about where they come from.
- You send newsletters to your subscribers using e-marketing services, and you want to track their success rates.
Your URL address
Traffic source
Required parameters
Campaign source
utm_source
?
Campaign medium
utm_medium
?
Campaign name
utm_campaign
?
Optional parameters
Campaign content
utm_content
?
Campaign term
utm_term
?
Result
Copied
Additional settings
Statistics:
Short link was created
Dynamic URL parameters, and how to use them
Dynamic URL parameters automatically identify the values and add extra information to contextual advertising so you can find out, for example, which device type (mobile or desktop) the click came from.
These parameters are called `dynamic` because they can change their value. For example, if you use the tag utm_term={keyword}, then Google Ads will automatically substitute {keyword} with the keyword phrase that led to the click.
Dynamic URL parameters are often used in the utm_content parameter but you can also configure them for other parameters.
Dynamic parameters settings: Google Ads
| Parameter | What {parameter} will be replaced with |
|---|---|
| {adgroupid} | The ad group ID. Use this when you've set up your tracking info at the account or campaign level and want to know which ad group served your ad |
| {adposition} | The position on the page where your ad appeared, with a value like "1t2" (this means page 1, top, position 2). |
| {campaignid} | The campaign ID. Use this when you've set up your tracking info at account level and want to know which campaign served your ad |
| {creative} | A unique ID for your ad |
| {device} | The type of device the click came from |
| {feeditemid} | The type of extension used by the visitor |
| {keyword} | For the Search Network, the keyword from your account that is matched to the search query. For the Display Network, the keyword from your account that is matched to the content |
| {loc_interest_ms} | The ID of the location of interest that helped trigger the ad |
| {loc_physical_ms} | The ID of the geographical location of the click |
| {lpurl} | The final URL. It will be escaped unless you put {lpurl} at the beginning of your tracking template. If {lpurl} is not at the beginning of your tracking template, it escapes the characters ?, =, ", #, \t, ', and [space]. |
| {matchtype} | The match type of the keyword that triggered your ad |
| {merchant_id} | The ID of the Google Merchant Center account directly owning the clicked Shopping Ad |
| {placement} | The content site where your ad was clicked (for keyword-targeted campaigns), or the matching placement targeting criteria for the site where your ad was clicked (for placement-targeted campaigns) |
| {product_channel} | The type of shopping channel through which the product featured in the clicked Product Listing Ad is sold |
| {product_country} | The country of sale for the product in the clicked ad |
| {product_id} | The ID of the product featured in the clicked ad, as indicated in your Merchant Center data feed |
| {product_language} | The language of your product information, as indicated in your Merchant Center data feed |
| {product_partition_id} | The unique ID for the product group the clicked product ad belongs to |
| {store_code} | With a campaign using the local shopping channel, you’ll see the unique ID of the local store |
| {targetid} | The ID of the keyword (labeled "kwd"), dynamic search ad ("dsa"), or remarketing list target ("aud") that triggered an ad. For example, if you add a remarketing list to your ad group (criterion ID "456") and target the keyword ID "123", the {targetid} would be replaced by "kwd-123:aud-456" |
Avoid errors: UTM generator checklist
- The URL contains no more than one question mark ?.
- Each parameter starts with one ampersand &.
- Characters that interfere with analytics are replaced automatically #, &, =.
- Duplicate http or https are removed automatically http, https.
- Convert to lowercase.
- Escape sequences or optional transliteration of the Cyrillic characters.
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