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UTMs & Ad-IDs Guide
UTMs & Ad-IDs Guide

Learn how to set up your UTMs and Ad-IDs properly so Quanticfy can provide you with accurate and precise attribution data

Updated over a week ago

In a nutshell

For Google, make sure you have GCLID turned on (it is by default)

For Meta, set your UTMs as:


For Pinterest:


For TikTok:


Other providers are detailed below.

What are UTMs and Ad–IDs?

UTM (Urchin Tracking Module) is a tracking parameter that is appended to a URL to track the source, medium, and campaign name of website traffic. We use it to track the effectiveness of digital marketing campaigns, such as email, social media and search engine marketing. UTM parameters are visible in the URL and can be used to track specific marketing activities.

The Ad-ID is a unique identifier within the UTM that allows us to track precisely your digital assets and provide you with ad-by-ad data.

⚠ In order for the UTM to work properly in Quanticfy, it is important to configure the Ad-IDs for us to be able to track your data at the campaign level (especially for META). Make sure you parameter UTMs properly before looking at your dashboards, especially the Sales by Campaign one.

Why do UTMs matter in Quanticfy?

The primary value Quantic Factory brings is accurate sales attribution. We take into account three levels of digital marketing data:

  • the media level (Facebook, Google, etc.)

  • the channel level (Paid Facebook, Paid Google, Organic Search...)

  • and the ad level (that can be tracked through UTMs)

We are UTM-centric. We use UTMs to provide you with ad-level attribution data.

If your UTMs are not parameterized as we recommend, you will still gain value from our attribution analysis (you will see where your sales are coming from at the media and channel levels, as well as post views from our geolift). You will not, however, be able to see accurate cost-related data in our dashboards, such as ROAS and Media Spending.

So to ensure the best use of our platform, it is important to parameter UTMs as we recommend on this page.

The structure of UTMs

There are 5 fields that come by default in a UTM:

  • utm_source

  • utm_medium

  • utm_campaign

  • utm_term

  • utm_content

The utm_source can identify a media (Google, Facebook, etc.)

The utm_medium can be used to identify if it's paid media ( CPC, CPA... ) or organic.

The utm_campaign can be used to identify a specific campaign.

The utm_term is used for advertisers' search to note the keywords of this ad.

The utm_content is used to differentiate ads or links pointing to the same URL.

UTMs Recommendations

For Google

There is nothing for you to do as the Google UTMs are automatically configured through the Google Click Identifier (GCLID), except if you modify those parameters yourself.

⚠ If you alter the default Gclid configuration, we can’t guarantee that accurate cost data (ROAS and Media Spending) will be displayed in Quantic Factory. We only aggregate cost data for you (data that you already know about). The primary value Quantic Factory brings is accurate sales attribution. So even if your UTMs are not parameterized as we recommend, you will still gain value from our attribution analysis.

Google Click ID (GCLID) is a parameter passed in the URL with ad clicks, to identify the campaign and other attributes of the click associated with the ad for ad tracking and campaign attribution. Read more on how to Tag your Google Ads final URLs and about how auto-tagging works on the Google help center.

For paid media with an Ad Manager (Meta, Tiktok, Snap,...)

This applies to Meta (Facebook and Instagram), but also to Tiktok, Snapchat, Pinterest…

  • UTM source: [specify here the Media]

  • UTM medium: [paid]

  • UTM campaign: [campaign name]

  • UTM content: [ad_id]

The ad_id is mandatory for all paid levers with a 'manager campaigns' interface. If you don’t provide one, we won’t be able to provide you with accurate data regarding your campaigns one by one.

The wrong setup of UTMs for META can for instance lead to you having one extensive campaign called "OtherpaidFacebook" in your Sales by Campaign dashboard.

An alternative to using the UTM is to add a variable in your URL which must be, for Meta:


For instance:

The ad_id is automatically integrated, and the manager takes care of it.

Read more about the specifications for UTM dynamic parameters for Meta on this page, on this page for Pinterest, on this page for Snapchat, and on this page for Tiktok.

⚠ Please be aware that the variable format may vary across different social media:

Meta format is {{ad_id}}

Pinterest is {adid}
Snapchat is {{}}

For paid media without an Ad Manager (affiliation)

For affiliation campaigns, you can use the following parameters:

  • UTM_source: [name of the media] (for instance: “affiliate-newyorktimes”)

  • UTM_medium : [type of media] (for instance: “affiliation”)

  • UTM_campaign : [name of the campaign]

  • UTM_content: [name of the affiliate program] (for instance: “BestAffiliationPartner”).

For Klaviyo

Here are our recommendations for UTM parameters in Klaviyo:

  • UTM_source: indicate Klaviyo

  • UTM_medium: use names that will differentiate the flow from the rest of the mailings

  • UTM_campaign : [name of the campaign]

  • Add in hash_email the Klaviyo Profile Id

You can visit our page on how to connect your Klaviyo account and parameter UTMs if you need more help with Klaviyo.

⚠ Make sure you enable UTM tracking in the main settings in Klaviyo, and campaign by campaign as well. Sometimes individual parameters for a campaign override the general settings, so make sure you check all your campaigns one by one for UTM tracking activation.

For Influence

If links to your videos are available, they must include a UTM and respect the specifications described above (the name of the influencer is recommended for example)

  • UTM_source: [name of the media] (for instance: “blog”, “youtube”, “TikTok”...)

  • UTM_medium : [type of media] (“influence”)

  • UTM_campaign: no recommendation

  • UTM content: [name of Influencer]

Promo code: We offer a unique method to make the promo code a UTM that can be interpreted by our system and we associate your influence costs with it. If you work with influencers through promo codes, we recommend you use the Media Spending Influence tool in Quanticfy.

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