(Interested in how the Triple Pixel works? Check out this article!)

Table of Contents

Using UTMs for Triple Pixel Attribution

A Tracking parameter is a snippet of code that you can add to the end of a URL to track the performance of campaigns and content.

By using our recommended Tracking Parameters in your Ads Manager accounts, each visitor will actually be informing our Pixel exactly which ad they just clicked on before arriving at your store.

To get the most out of the Triple Pixel, you will need to ensure you are using the proper Tracking Parameters.

Want Triple Whale to automatically add tracking to your Google ads? Click here to learn more about our Auto-Tracking feature.

There are different types of Tracking Parameters and UTMs, and different ways to implement them. The Tracking Parameters we utilize are appended with Dynamic Values -- to quote Facebook: "Dynamic parameters are helpful because they provide an automated way to populate the values of your parameters based on information you provide when setting up your ad and information related to how your ads are delivered."

Copy the exact tracking parameters provided below, and paste them into the appropriate location on your Ads Manager account.

Facebook Ads:

USE THESE TRACKING PARAMETERS IN FACEBOOK:

These tracking parameters can be used on their own, or simply added to whatever tracking parameters you already use:

tw_source={{site_source_name}}&tw_adid={{ad.id}}

If you're an existing customer that use these parameters or you with to use traditional UTMs, you can also use these:

utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}&fbadid={{ad.id}}

NOTE: If your ads do not contain the following set of tracking parameters, we cannot guarantee comprehensive attribution results.

Your URL Parameters field should include the following:

  1. At least one of the following recognized and approved Source parameter + value

    1. tw_source={{site_source_name}}

    2. tw_source=facebook

    3. utm_source=facebook

    4. utm_source={{site_source_name}}

  2. At least one of the following Recognized and approved adid parameter and value

    1. tw_adid={{ad.id}}

    2. fbadid={{ad.id}}

WHERE TO MANUALLY INPUT THESE TRACKING PARAMETERS (if you aren't using our Auto-Tracking feature):

Each ad you create/edit on Facebook ads manager has a Tracking section. There's a text field there called "URL Parameters" where you can paste in tracking parameters. Every ad that you want to track with the Pixel will need our recommended tracking parameters in there. You can also bulk edit your ads within Facebook, so you won't have to do this one at a time.

*Warning: Updating the URL Parameters on your ads will send the ad into a "processing" phase. The processing phase can take up to 1 hour and will pause spend on your ads while they're being processed by Facebook.

On some occasions, updating the URL Parameters on an active ad has reset the social proof on the ad & sent the ad back into the "learning phase".

However, social proof was often lost for ads where creative assets were manually uploaded directly into the ads manager (versus creating the ad via the Post ID or Use Existing Post method)

How to Add Tracking Parameters Without Losing Social Proof: You can add UTMs without losing Social Proof! Click here to learn how.

Google Ads:

When connecting Google Ads to your Triple Whale account, you will need to have user or admin privileges to that Google Ads account. An MCC account is also acceptable.

  • Want Triple Whale to automatically add our tracking parameters to your campaigns and adgroups? Click here to learn more about our Auto-Tracking feature.

TRACKING TEMPLATE PARAMETERS

  • If you do not have any tracking parameters, previously set, copy/paste these tracking parameters as their shown below.

{lpurl}?tw_source=google&tw_adid={creative}&tw_campaign={campaignid}
  • If you already have UTMs in your Tracking Template, simply add our tracking parameters to the end of your existing UTM string using an "&", starting with "tw_source"

    • Example:

      • Existing UTMs in place: {lpurl}?utm_source=google&utm_campaign=agency_name+google_shopping

      • Triple Whale Tracking: tw_source=google&tw_adid={creative}&tw_campaign={campaignid}

      • Combined: {lpurl}?utm_source=google&utm_campaign=agency_name+google_shopping&tw_source=google&tw_adid={creative}&tw_campaign={campaignid}

If you're an existing customer and have used the following, Traditional UTM Tracking Parameters, there is no need to update your tracking settings as long as the utms are present on all active campaigns and adgroups. We will still track your ads with these in place.

{lpurl}?utm_source=google&utm_medium=paid&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword}&gadid={creative}

NOTE: If your ads do not contain the following set of tracking parameters, we cannot guarantee comprehensive attribution results.

The Tracking Template on your Campaign and Adgroup level settings should include the following:

  1. {lpurl}

  2. At least one of the following recognized and approved Source parameter + value

    1. utm_source=google

    2. tw_source=google

  3. At least one of the following Recognized and approved adid parameter and value

    1. gadid={creative}

    2. tw_adid={creative}

  4. At least one of the following Recognized and approved campaign parameter and value

    1. utm_campaign={campaignid}

    2. tw_campaign={campaignid}

WHERE TO MANUALLY INPUT THESE TRACKING PARAMETERS (if you aren't using our Auto-Tracking feature -- learn more here):

1. ACCOUNT SETTINGS

  • In your Google Ads account, click Settings on the left-hand side, and then select Account settings. Paste the following tracking parameters into the "Tracking Template" text field: {lpurl}?tw_source=google&tw_adid={creative}&tw_campaign={campaignid}

  • Campaign Settings + Adgroup Settings: The following tracking parameters should be placed in the Tracking Template of your campaigns and adgroups.

    • {lpurl}?tw_source=google&tw_adid={creative}&tw_campaign={campaignid}

Note: Tracking Parameters should be placed in the Tracking Template field within your google campaign and adgroup tracking settings.

Step 2: CAMPAIGN SETTINGS

  • Click on Settings in the left-hand panel of your Google Ads account (towards the bottom)

  • Next, click Campaign settings (if not already auto-selected), and then check the boxes of any campaigns you want to edit. Or click the top checkbox to select all.

  • Next, click Edit, then "Change Tracking Templates"

  • Copy the tracking parameters from the Tracking Settings page within your Triple Whale account, paste them into the Tracking Parameter field in Google Ads Manager, then click apply.

Note 1: If you want to update a single campaign, click on that campaign, click settings > additional settings > campaign URL options, then paste our UTMs into the Tracking Template field.

Step 3: ADGROUPS SETTINGS

  • Click on AdGroups in the left-hand panel of your google ads account (close to the top, under Campaigns)

  • Next, check the boxes of any AdGroups you want to edit. Or click the top checkbox to select all.

  • Next, click Edit, then "Change Tracking Templates"

  • Copy the tracking parameters from the Tracking Settings page within your Triple Whale account, paste them into the Tracking Parameter field in Google Ads Manager, then click apply.

Note 2: Google states "If you define multiple tracking templates at different levels, the most specific template is used. The keyword tracking template is the most specific followed by the ad, ad group, campaign, then account."

  • So, if you previously used a 3rd party tracking software or set tracking templates or final URL suffixes for your ads, please check all of your active ads to ensure Triple Whale's preferred tracking parameters are set.

TikTok Ads:

USE THESE TRACKING PARAMETERS IN TIKTOK:

?tw_source=tiktok&tw_adid=__CID__

NOTE: If your ads do not contain these tracking parameters, we cannot guarantee comprehensive attribution results.

You can also use Traditional UTM Tracking Parameters, such as:

?utm_source=tiktok&utm_medium=paid&utm_campaign=__CAMPAIGN_NAME__&utm_term=__AID_NAME__&utm_content=__CID_NAME__&ttadid=__CID__

WHERE TO INPUT THESE TRACKING PARAMETERS:

To use our tracking parameters on TikTok, you will need to update the URL in the “Destination page” section of the ad settings.

Two steps are required here:

1) Input your destination URL, such as “https://triplewhale.com/products/bestsaasever

2) Append our TRACKING PARAMETERS to the conclusion of that URL.

3) Note: Do not use the Tracking section.

The final result would look something like this:

Snapchat Ads:

USE THESE TRACKING PARAMETERS IN SNAPCHAT:

?tw_source=snapchat&tw_adid={{ad.id}}

NOTE: If your ads do not contain these tracking parameters, we cannot guarantee comprehensive attribution results.

You can also use Traditional UTM Tracking Parameters, such as:

?utm_source=snapchat&utm_medium=paid&utm_campaign={{campaign.name}}&utm_term={{adSet.name}}&utm_content={{creative.name}}&scadid={{ad.id}}

WHERE TO INPUT THESE UTMS:

To use our tracking parameters on Snapchat, you will need to update the Website URL in the “Design Your Web Site Ad” section of the ad's settings.

Two steps are required here:

1) Input your destination URL, such as “https://triplewhale.com

2) Append our tracking parameters to the conclusion of that URL.

The final result would look something like this:

Pinterest Ads:

USE THESE TRACKING PARAMETERS IN PINTEREST:

?tw_source=pinterest&tw_adid={adid}

NOTE: If your ads do not contain these tracking parameters, we cannot guarantee comprehensive attribution results.

You can also use Traditional UTM Tracking Parameters, such as:

?utm_source=pinterest&utm_medium=paid&utm_campaign={campaign_name}&utm_term={adgroup_name}&utm_content={creative_id}&padid={adid}

WHERE TO INPUT THESE TRACKING PARAMETERS:

To use our tracking parameters on Pinterest, you will need to update the Website URL in the “Design Your Web Site Ad” section of the ad's settings.

Two steps are required here:

1) Input your destination URL, such as “https://triplewhale.com

2) Append our tracking parameters to the conclusion of that URL.

The final result would look something like this:

Klaviyo Tracking:

Setting up your Klaviyo UTMs works a bit differently, but it's still simple to do!

1) In Klaviyo, click on your Profile in the upper-right corner, and select Account.

2) Select Settings, then UTM Tracking

3) For Source, update the Campaign Value and Flow Value to: klaviyo

4) Click: + Add a custom UTM parameter.

5) Input the additional UTM using the text as it appears in the screenshot above.

a) UTM Parameter: tw_source

b) Campaign Email Value: klaviyo

c) Flow Email Value: klaviyo

6) Enable the "Automatically add UTM parameters to links" option.

7) Click "Update UTM Tracking Settings".

You'll also need to ensure that each of your campaigns and flows is set to include tracking parameters.

Campaign settings:

Flow settings:

Other Email/SMS:

Check out our separate article for guidance on tracking emails & SMS.

Tracking Non-Integrated Sources in Triple Whale

Tracking visitors, sessions, and conversions from a source that's not directly integrated with Triple Whale (i.e. Bing, Twitter, Criteo, Adroll, Taboola, etc.) is as easy as adding three simple tracking parameters to your ad links.

Two tracking parameter options

  1. Triple Whale Tracking Parameters (preferred): Ensure the following parameters are included in your outbound ad links and are mapped to the corresponding level. Note: Please replace { } with the dynamic values available from the source you're trying to track or hard-code these values by typing in the source, campaigns, adset, and ad name manually.

    1. tw_source={source_name}

    2. tw_campaign={campaign_name}

    3. tw_term={adgroup_name}

    4. tw_content={ad_name}

Traditional UTMs: Ensure the following parameters are included in your outbound ad links and are mapped to the corresponding level. Note: Please replace { } with the dynamic values available from the source you're trying to track or hard-code these values by typing in the source, campaigns, adset, and ad name manually.

  1. utm_source={source_name}

  2. utm_campaign={campaign_name}

  3. utm_term={adgroup_name}

  4. utm_content={ad_name}

When Triple Whale tracks a visitor from a non-integrated source and your URLs are structured with the tracking parameters mentioned above, we'll display the source name (found from utm_source) with the corresponding campaign (utm_campaign), adset (utm_term), and ad (utm_content) nested underneath it on the "All" page of the pixel.

Example:

  • Taboola (utm_source=taboola)

    • Retargeting Display Campaign (utm_campaign=Retargeting Display Campaign)

      • Men + Women | US Location | 18+ (utm_term=Men + Women | US Location | 18+ )

        • Our best ad (utm_content=our best ad)

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