Campaigns and attribution
Tagging links
Campaign link tagging keeps campaigns readable and channels classified correctly. Use the UTM link builder to make tagged URLs.
Build a link with the UTM link builder
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale&utm_content=header_buttonUse ? for the first parameter and & after it. Keep values under 128 characters and never include personal data.
Patterns
| Link | Source | Medium | Channel |
|---|---|---|---|
| Newsletter | newsletter or provider | email | |
| Organic social | Network | social | That network |
| Google / Microsoft Ads | google / bing | cpc | Google / Microsoft Ads |
| Paid social | Network | paid_social | That network's Ads channel |
| Display or sponsor | Publisher | display | Paid (other) |
| Partner | Partner name | affiliate or partner | Affiliate |
| Podcast or QR | Recognisable name | Your label | Campaign (other) |
Add utm_campaign to group a promotion and utm_content to compare links or creatives. Paid mediums include cpc, ppc, cpm, cpa, paid, paid_search, paid_social, paid_media, paid_ads, display, ad, ads, sem, banner, retargeting and remarketing.
Ad click IDs
| ID | Channel |
|---|---|
gclid, gbraid, wbraid | Google Ads |
msclkid | Microsoft Ads |
ttclid | TikTok Ads |
li_fat_id | LinkedIn Ads |
twclid | X Ads |
The ID value is never sent. Meta needs fbclid plus a paid utm_medium, such as paid_social. Add UTM campaign and content tags when you want campaign reporting.
For commission links, add a ?ref= code.