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Using UTM Parameters With Your Ads

UTM parameters allow you to track your ads in a service like Google Analytics using keywords within your URL. In order for this article to be worthwhile to you, you'll need to first setup Analytics or another similar service.

UTM stands for Urchin Tracking Module. It's a tracking format Google uses to track your URLS alongside your ads, and will look something like this:


When a user clicks on an ad that tag is included in the URL, and that click is tracked in your Google Analytics account.

There are multiple parameters you can use with an ad:
utm_source – This is where the traffic is coming from. For a Facebook campaign you might want to use something like utm_source=facebook
utm_medium – A way to describe the ad, perhaps by size or type; utm_medium=fb_sidebar
utm_campaign – Labeled as Name in Perfect Audience, an identifier for your campaign; utm_campaign=fb_retargeting

These two parameters are optional, but can also be included
utm_term – This is typically used in paid search campaigns to determine a specific keyword that you were using the ad for. This parameter isn't necessarily beneficial for retargeting but you can use this if you wish.
utm_content – Great for A/B testing and identifying the ad; utm_content=10percentoff

Adding UTM Parameters to Your Ads
Create a new ad or edit an existing ad. Look for the "Add UTM Parameters" box next to the Click URL field and click it.

Add your UTM parameters here.

Click Finish.

When you submit the ad, the UTM Parameters will be included in the click URL. You can then track these specific keywords in Google Analytics.

There's no wrong way to design your UTM Parameters, but here are a couple things to keep in mind:

  • Creative a standardized naming convention. This will help tracking and organization.
  • Be specific with your parameters, but not so granular that you won't know which ad is which,
  • Keep all of your parameters in lowercase letters.
  • Be unique and don't repeat the same keyword again and again. This can make reports very difficult to read.