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How to Set Up UTM Parameters

Contains details on UTM parameters and how to set them up for the different ad platforms.

Updated over 4 months ago

Introduction

UTM (Urchin Tracking Module) parameters are essential for tracking the performance of your marketing campaigns in Modern Ai. By appending UTM parameters to your URLs, you can understand which platforms/campaigns/adsets/ads drive traffic and conversions. This document will guide you through setting up UTM parameters for different platforms and explain where they should be placed in the URL.

What are UTM Parameters?

UTM parameters are tags added to the end of your URL to help track the source, medium, campaign, term, and content associated with your marketing efforts. The primary UTM parameters are:

  • utm_source: Identifies the source of the traffic (e.g., Google, Facebook).

  • utm_campaign: Identifies the campaign name/id

  • utm_content: Identifies the ad set name/id

  • utm_term: Identified the ad name/id

UTM Parameter Structure

The general structure of a URL with UTM parameters looks like this:

https://www.example.com/page?utm_source=source&utm_campaign=campaign&utm_content=content&utm_term=term

Setting Up UTM Parameters

1. Identify Your Campaign Details

Determine the dynamic variables by platform for source, campaign name, content, and term you want to track. Dynamic variables differ by ad network, so it is imperative that you use the correct variable per platform

2. Construct the URL

Constructing the url involves putting together a few parts:

  • Start with your base URL (e.g., https://www.example.com/page).

  • Add a question mark (?) to indicate the start of the query parameters.

  • Append each UTM parameter in the format key={{value}}, separated by ampersands (&).

Example:

The final URL would be:

https://www.example.com/page?utm_source={{source}}&utm_campaign={{campaign.id}}&utm_content={{content}}&utm_term={{term}}

Platform Specific Guidelines

Google Ads

To set UTM parameters in Google Ads:

  1. Go to your Google Ads dashboard and open the campaign or ad group you want to edit.

  2. Click on an Ad and then select Edit.

  3. Scroll to the Final URL Suffix field (under “Tracking”).

  4. Paste your UTM string here.

UTM Values to Use:

  • utm_source: Google

  • utm_campaign: {campaignid}

  • utm_content: {adgroupid}

  • utm_term: {creative}

Example:

https://example.com/?utm_source=google&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={creative}
​

Facebook Ads (Meta Ads)

To set UTM parameters in Facebook Ads:

  1. In Ads Manager, open the Ad you want to edit.

  2. Scroll down to the Tracking section.

  3. Locate the URL Parameters field.

  4. Paste your UTM string here.
    ​

UTM Values to Use:

  • utm_source: Facebook

  • utm_campaign: {{campaign.id}}

  • utm_content: {{adset.id}}

  • utm_term: {{ad.id}}

Example:

https://example.com/?utm_source=facebook&utm_campaign={{campaign.id}}&utm_content={{adset.id}}&utm_term={{ad.id}}
​

TikTok Ads

To set UTM parameters in TikTok Ads:

  1. In TikTok Ads Manager, open the ad you want to edit.

  2. Under the Ad Details section, find the Tracking area.

  3. Locate the URL Parameters or Tracking Parameters field.

  4. Paste your UTM string here.

UTM Values to Use:

  • utm_source: TikTok

  • utm_campaign: __CAMPAIGNID__

  • utm_content: __AID__

  • utm_term: __CID__

Example:

https://example.com/?utm_source=tiktok&utm_campaign=__CAMPAIGN_ID__&utm_content=__AID__&utm_term=__CID__


​

Snapchat Ads

To set UTM parameters in Snapchat Ads:

  1. Go to Ads Manager and open the ad setup screen.

  2. In the Ad Details section, scroll to Delivery.

  3. Find the URL Parameters field.

  4. Paste your UTM string here.
    ​

UTM Values to Use:

  • utm_source: Snapchat

  • utm_campaign: {{campaign.id}}

  • utm_content: {{adset.id}}

  • utm_term: {{ad.id}}

Example:

https://example.com/?utm_source=snapchat&utm_campaign={{campaign.id}}&utm_content={{adset.id}}&utm_term={{ad.id}}


​

Pinterest Ads

To set UTM parameters in Pinterest Ads:

  1. Open Pinterest Ads Manager and edit your ad or Pin promotion.

  2. Scroll to the Destination URL section.

  3. Click Add tracking or go to the Tracking Parameters field.

  4. Paste your UTM string here.
    ​

UTM Values to Use:

  • utm_source: Pinterest

  • utm_campaign: {campaignid}

  • utm_content: {adgroupid}

  • utm_term: {adid}

Example:

https://example.com/?utm_source=pinterest&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={adid}


​

Taboola Ads

To set UTM parameters in Taboola:

  1. Go to your Taboola campaign settings.

  2. Scroll to the Tracking section.

  3. Find the Tracking Code / URL Parameters field.

  4. Paste your UTM string here.
    ​

UTM Values to Use:

  • utm_source: Taboola

  • utm_campaign: {campaign_id}

  • utm_content: {site_id}

  • utm_term: {campaign_item_id}

Example:

https://example.com/?utm_source=taboola&utm_campaign={campaign_id}&utm_content={site_id}&utm_term={campaign_item_id}


​

Outbrain Ads

To set UTM parameters in Outbrain:

  1. Go to your Outbrain campaign.

  2. Under the Tracking section, locate the Append to URL field.

  3. Paste your UTM string here.
    ​

UTM Values to Use:

  • utm_source: Outbrain

  • utm_campaign: {{campaign_id}}

  • utm_content: {{campaign_name}}

  • utm_term: {{ad_id}}

Example:

https://example.com/?utm_source=outbrain&utm_campaign={{campaign_id}}&utm_content={{campaign_name}}&utm_term={{ad_id}}


​

Bing Ads

To set UTM parameters in Microsoft Ads:

  1. In Microsoft Ads, edit your ad or campaign.

  2. Go to the URL Options section.

  3. In the Final URL Suffix field, paste your UTM string.
    ​

UTM Values to Use:

  • utm_source: Bing

  • utm_campaign: {{Campaignid}}

  • utm_content: {{AdGroupId}}

  • utm_term: {{AdId}}

Example:

https://example.com/?utm_source=bing&utm_campaign={CampaignId}&utm_content={AdGroupId}&utm_term={AdId}


​

Klaviyo

To set UTM parameters in Klaviyo:

  1. In Klaviyo, click on Account (lower-left corner).

  2. Select the Settings menu.

  3. Click into the Other tab.

  4. Then click on UTM Tracking.

  5. You’ll see fields to set default UTM parameters for both Campaigns and Flows — enter your values here.

UTM Values to Use:

  • utm_source:

    • Campaign Value = Klaviyo

    • Flow Value = Klaviyo

  • Utm_medium:

    • Campaign Value = Email

    • Flow Value = Flow

  • utm_content:

    • Campaign Value = Campaign Name

    • Flow Value = Flow Message Name

If you have any questions or need further assistance, please reach out to our support team at [email protected].

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