UTM Parameters Guide

Practical guide on using UTM parameters for accurate attribution tracking across various advertising platforms. Use the templates below to ensure your campaign data is correctly captured in Konektor.

The Importance of Dynamic Macros

Each advertising platform provides unique "macros" that automatically populate values such as campaign names or ad IDs.

Why use Dynamic Macros?

Automated & Accurate: No need to manually update tracking for every new campaign.
Scalable: One template works for hundreds of campaigns.
Granular Data: Captures specific IDs (campaign ID, ad ID) for detailed reporting.

Do not use static values like utm_campaign=january_promo. This makes long-term analysis difficult. Always use macro formats like {{campaign.name}}.

Recommended UTM Structure (Name + ID)

Konektor stores two layers of data: a name snapshot for historical accuracy, and stable IDs for joining spend/reporting across platforms.

Use this combination:

Core UTMs: utm_source, utm_medium, utm_campaign, utm_term, utm_content (fill with names).
Stable IDs: campaign_id, ad_group_id (or adset_id for Meta), ad_id.
Name snapshots: campaign_name, ad_group_name/adset_name, ad_name.
Optional: creative_id, creative_name, site_source_name, ad_meta.

Required for Campaign-level ROAS

To join spend ↔ lead accurately, the following parameters are required in ad URLs:

utm_campaign (campaign name)
campaign_id (campaign ID)
ad_account_id (ad account ID)
utm_term + utm_content (drilldown to ad set & ad)

Full Parameters Captured by Konektor

Use the following parameters to capture the most detailed data Konektor currently reads:

Core UTMs: utm_source, utm_medium, utm_campaign, utm_term, utm_content.
Click IDs: gclid, wbraid, gbraid, fbclid, ctwa_clid, ttclid, li_fat_id.
Account & ad structure IDs: ad_account_id, campaign_id, adset_id/ad_group_id, ad_id, creative_id.
Name snapshots: campaign_name, adset_name/ad_group_name, ad_name, creative_name.
Meta/browser IDs: fbp, fbc, ttp.
GA4 session: ga_client_id, ga_session_id.
Additional context: site_source_name, ad_meta.

UTM is an official Google Analytics standard. Click IDs and platform macros are native to each ad platform, while site_source_name and ad_meta are additional context captured by Konektor.

Additional GA4 Parameters (Optional)

If you want richer GA4 reporting, Google also recommends these parameters for manual tagging:

utm_id
utm_source_platform
utm_creative_format
utm_marketing_tactic

Official Google Analytics reference: https://support.google.com/analytics/answer/11242870

Generic example (replace with platform macros):

?utm_source=meta&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&utm_term={{ADSET_NAME}}&utm_content={{AD_NAME}}&campaign_id={{CAMPAIGN_ID}}&ad_account_id={{AD_ACCOUNT_ID}}&adset_id={{ADSET_ID}}&ad_id={{AD_ID}}&campaign_name={{CAMPAIGN_NAME}}&adset_name={{ADSET_NAME}}&ad_name={{AD_NAME}}&creative_id={{CREATIVE_ID}}&creative_name={{CREATIVE_NAME}}&site_source_name={{SITE_SOURCE_NAME}}

Notes:

Meta: use adset_id + adset_name.
Google: use ad_group_id + _adgroup (Custom Parameter).

Platform Templates

Templates and platform macros are split into each platform guide for clarity:

Setup Checklist

Before launching your campaign, ensure the following items are checked:

Correct Format: Check if the platform requires a ? prefix or not (refer to the platform guides below).
Avoid Duplicates: Do not include the same parameter twice (e.g., gclid or campaign_id) if the platform auto-tags it.
Click IDs: Ensure Click ID parameters (gclid, fbclid, ttclid) exist in the final URL. This is crucial for Offline Conversions.
Stable IDs + Name Snapshots: Make sure campaign_id, ad_account_id, adset_id/ad_group_id, ad_id plus campaign_name, adset_name/ad_group_name, ad_name are sent.
Test Link: Click your ad link (Preview Mode) and see if the parameters appear in your browser's address bar.
Konektor Debug: Check the Konektor dashboard to confirm utm_source, utm_campaign, and campaign IDs are captured.

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