UTM Parameters

Why use UTM parameters?

UTM parameters are small pieces of text appended to a URL that allow your analytics tools to attribute traffic back to specific campaigns. When you add UTM parameters to the links in your ads, you can answer questions like which campaign drove a click, which placement generated conversions, or which creative was most effective.

Many of Marketer's customers have an existing attribution setup (e.g. in Google Analytics), and want to continue using the same UTM parameter setup. This guide show you how you can add UTM parameters to your Marketer campaigns.

How to add UTM parameters in our system

Our system lets you attach extra parameters to the URLs used in your campaigns. These parameters can be static values (e.g. source=marketer) or dynamic placeholders that Meta or Google will replace at click‑time.

1. Navigate to the integration: From the campaign dashboard, go to either the Meta or Google integration.
2. Add a parameter: Click Add Parameter. Each parameter is a key–value pair appended to your URL.
3. Enter the key and value: Provide a Key (e.g. source) and a Value (e.g. marketer). The system automatically builds a valid query string appended to the landing page URL.

Important restrictions

• Reserved names: Do not create keys that start with utm_. Those names (utm_source, utm_medium, etc.) are reserved for standard analytics parameters. Instead, use descriptive custom keys like source, creative, or campaign_id.
• Lowercase keys and values: Analytics tools treat Facebook and facebook as different sources. Stick to lowercase.
• URL length: Extremely long URLs can break redirects. Keep key names short and use dynamic placeholders for long values (e.g. IDs) where possible.
• Company level: The UTM parameters are set on company level, so they will be identical on all Meta and Google campaigns respectively. Note that if you use dynamic UTM parameters, those will change depending on the campaign.

Dynamic UTM parameters

Dynamic parameters are placeholders that the ad platform replaces with real values (such as an ad ID or device type) when a user clicks your ad. They save time and reduce errors because you don’t have to manually type campaign names or IDs.

Dynamic parameters for Meta Ads

Meta (Facebook and Instagram) supports eight dynamic placeholder values that can be used in your parameters. These placeholders are enclosed in double curly braces {{…}}. At click‑time, Meta replaces them with the corresponding value:

Dynamic parameters for Google Ads

Google Ads uses a system called ValueTrack. These placeholder values are enclosed in single curly braces {…} and can be inserted into tracking templates. Google automatically replaces them when the ad is clicked. Below are some of the most common ValueTrack parameters: