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Recommended UTMs for Triple Pixel
Recommended UTMs for Triple Pixel

In order for Triple Pixel to track your ads and provide accurate attribution data, you will need to use the proper UTMs.

Chaim Davies avatar
Written by Chaim Davies
Updated this week

Table of Contents

Intro: 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 and marketing content, 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.

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 the 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 uses these parameters or you wish 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}}

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:

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.

  • This is not a fool-proof method, but it is the most effective method we have found for updating UTMs on your ads without losing social proof. Unfortunately, we cannot make guarantees that social proof will not be lost.

Google Ads:

By default, Triple Whale will automatically add tracking to your campaigns and adgroups in Google Ads. Want to manually do this instead? Check out the video and guidelines below.

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.

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:

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.

Youtube Advertisers

  • Oftentimes, applying custom tracking parameters to Youtube ads will require you to duplicate the video ad, then add our tracking parameters to the end of your destination url.

    • Please ensure that you use a "?" to separate your root domain and the tracking parameters. An example of this would be www.triplewhale.com?tw_source=google&tw_adid={creative}&tw_campaign={campaignid}

ClickCease Customers

ClickCease customers can continue using ClickCease while also upholding the tracking parameters required by Triple Whale.

Please follow the recommended set up below as confirmed by the ClickCease team:

Step 1: Ensure ClickCease html code is installed on all pages and landing pages
Step 2: Use the following tracking parameter settings

Account Settings:

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

  • Final URL Suffix: kw={keyword}&cpn={campaignid}

Campaign Settings:

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

  • Final URL Suffix: kw={keyword}&cpn={campaignid}

AdGroup Settings:

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

  • Final URL Suffix: kw={keyword}&cpn={campaignid}

You can add the campaign and adgroup tracking templates automatically through the Triple Whale tracking settings page, but you will need to manually add the ClickCease final url suffix field through the Google Ads Manager.

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:


Twitter Ads:

USE THESE TRACKING PARAMETERS IN TWITTER:

?tw_source=twitter&utm_term=REPLACE_WITH_ADGROUPiD

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

WHERE TO INPUT THESE TRACKING PARAMETERS:

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

NOTES before you begin:

  • In order to add UTMs to Twitter Ads, the parameters must be added to unpublished tweets only. Once published, a tweet and the destination URL of that tweet can not be edited.

  • Triple Whale does not support ad level attribution for Twitter. We recommend that you create one ad/tweet per ad group so that you can have the most granular level of attribution.

  • We are actively working with the Twitter team to allow for ad level attribution.

STEPS TO FOLLOW:

Step 1: Draft the campaign and ad group you want to run. DO NOT PUBLISH!

Step 2: Go to your Twitter ads manager and find the ad group that was drafted. Here you will be able to see the Ad Group ID, which is a detail we are going use to generate the tracking parameters and identify the traffic that arrives to the page through the Tweet we want to advertise. If you don't see the ad group ID, then click the 'metrics' dropdown and add the 'Ad Group ID' to your view.

Step 3: Add the ad group ID to the end of the the tracking parameter: ?utm_source=twitter&utm_term=12345678

Step 4: Go to your draft tweet and add the tracking parameter to the end of your destination URL. The final result would look something like this: https://triplewhale.com?utm_source=twitter&utm_term=12345678

Step 5: Once you've added your tracking parameters, you can publish your tweet.

Video With Steps:

Want to enhance your Twitter ad attribution?

Use Triple Whale's free Post-Purchase Survey tool to capture feedback from all of your customers by asking them "What led you to purchase today?"

To enhance your click-based Twitter attribution (powered by the Triple Pixel), with zero-party data, simply add "Twitter" as an answer to your "What led you to purchase today?", then use our "mapping" feature to map all responses to your Twitter channel.

Things to note:

  1. For mapping to work properly, you must have Twitter integrated and at least 1 session tracked. We recommend integrating Twitter, installing the Pixel, then setting up your post-purchase survey 24 hours later to ensure sessions and visitors have been tracked.

  2. Once you click the "mapping" icon (three-pronged icon), you will need to start typing "Twi..." until you see "Twitter" populate in the dropdown selection. Once you select Twitter, we will associate all PPS responses that equal Twitter to your integrated channel.

Learn more about PPS attribution and Total Impact.

Bing Ads / Microsoft Ads

USE THESE TRACKING PARAMETERS IN BING:

{lpurl}?tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}

Account Settings:

  1. Navigate to "Settings" in the left panel, then click on Account-level options

  2. In the Tracking Template field, take the following action:

    1. If it's currently blank, copy/paste the following: {lpurl}?tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}

    2. If you're currently using your own UTMs for tracking in Google Analytics, simply add our parameters to the end of your string, start with an ampersand. It will end up looking something like ... ?utm_source=bing&tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}

  3. Scroll to the bottom of the page and click Save

Campaign Settings:

  1. Click on campaigns, then click the checkbox in the upper left hand corner to select them all

  2. Next, click on settings in the left panel which should take you to a campaign settings page

    1. While all campaigns are selected, you should see an "edit ✎" dropdown. Click this and select "change url options".

    2. Using the Tracking Template field, follow the same directions outlined in step 2.a or 2.b in the Account Settings directions above.

  3. Click Save

AdGroup Settings:

  1. Click on AdGroups in the left hand panel

  2. Click the checkbox in the top left of the table to select all active AdGroups

    1. While all AdGroups are selected, you should see an "edit ✎" dropdown. Click this and select "change url options".

    2. Using the Tracking Template field, follow the same directions outlined in step 2.a or 2.b in the Account Settings directions above.

  3. Click Save

Are you importing ads from Google to Bing? Important steps to follow, below:

  1. Click "Import" in the top navigation of your Bing Ads dashboard

    1. Next, click Import Schedule & Delivery

  2. Click "Edit" in the Action column of your "Auto Imports" row

  3. Sign into Google and follow all of the prompts

    1. Once you've landed on the "Start Your Import" prompt, click on "Advanced Import" at the bottom of the page

    2. Once you get to the "choose items and options" prompt, you'll want to click "Show Advanced Options" on the Updates to Existing Items line item

    3. Scroll down and uncheck the box next to "Tracking Templates and URLs"

    4. Click Save and you'll be all set.

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 Destination URL in the “Fill out ad details” 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!

Head to Klaviyo's UTM tracking page under Settings->Other. This is where you can set up account-level UTM parameters to apply to all campaigns & flows.

By default, Klaviyo provides UTM Parameters settings for Source, Medium and Campaign. You can also Add a custom UTM parameter.

You'll want to update your UTM settings to reflect the below specifications.

  1. Source (utm_source) is set to: Klaviyo and Klaviyo

  2. Campaign (utm_campaign) is set to: Campaign Name (campaign id) and Flow Message Name (flow id)

  3. ID (utm_id) is turned on and set to: campaign id and flow id

  4. Add: utm_source and set it to: klaviyo and klaviyo

    1. If you are using something else for utm_source, add: tw_source set to klaviyo and klaviyo

    2. You will need to create new values for each

  5. Add: tw_profile_id and set it to: klaviyo profile id and klaviyo profile id

  6. Add: tw_medium and set it to: campaign and flow

    1. You will need to create new values for each

Finally, just ensure that the setting Automatically add UTM parameters to links is set to ON. Then, Click Update UTM Tracking Settings. Your account-level UTM setup is now complete!

If you do have existing flows or drafted campaigns, you should also ensure that each of your campaigns and flows is set to include the tracking parameters we just set up.

Campaign settings:

Flow settings:

NOTE: Klaviyo's default attribution window is 5 days, whereas Triple Whale's default is 28 days. Additionally, Klaviyo's attribution model is Last Click, whereas Triple Whale provides the ability to select a variety of models. As a result, Klaviyo's reported revenue for campaigns & flows will often differ from the revenue reported by Triple Whale.

Yotpo Tracking:

  1. Head to Yotpo SMS & Email UTM Tracking page under Settings -> General Settings.

  2. For utm_source , select SMSBump

  3. For utm_medium, select Channel type (SMS/Email)

  4. For utm_campaign, select Event name (ex. My_New_flow)

  5. Add a Custom Parameter. The UTM parameter should be tw_campaign and the Parameter Value should be Event ID

  6. Ensure that the setting Add UTM tracking for pasted links is checked.

  7. Click Save.

Here's what the final setup should look like:

*Please note, if you are managing multiple stores on your Triple Whale account, you will need to change the store to connect within your Yotpo Account before connecting to Triple Whale. Reach out to our Support Chat if you have any questions on this process.


Tracking Non-Integrated Sources in Triple Whale

Although we don't have a native integration with every Marketing channel and Email/SMS provider, you can still track that traffic in Triple Whale by using UTMs.

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

  • NOTE: Check out this separate article for guidance on tracking emails & SMS from specific non-integrated sources.

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}

  2. 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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