UTM tracking templates for attribution

To ensure accurate attribution in Usermaven, each ad platform requires specific UTM parameters. These parameters allow Usermaven to track which campaigns, ads, and clicks are responsible for conversions and user actions.

This guide includes:

UTM tracking templates for each platform
Parameter descriptions
The most important attribute for attribution

1. Google ads

UTM tracking template


{lpurl}?utm_source=google&utm_medium=ppc&utm_campaign={{campaignid}}&utm_term={{keyword}}&utm_content={{creative}}&ad_id={{creative}}&um_campaign_id={{campaignid}}&um_cl={{gclid}}

Most important attribute

ad_id={{creative}} — Required to attribute conversions to the specific ad
um_campaign_id={{campaignid}} — Required to track Performance Max (PMAX) campaigns

Parameter descriptions

Parameter	Description
`utm_source`	Identifies the traffic source (e.g., google).
`utm_medium`	Specifies the marketing medium (e.g., ppc).
`utm_campaign`	Dynamically passes the campaign ID using `{{campaignid}}`.
`utm_term`	Captures the search keyword using `{{keyword}}`.
`utm_content`	Dynamically passes the ad creative ID using `{{creative}}`.
`ad_id`	Required for attribution; duplicates `{{creative}}`.
`um_campaign_id`	Required for PMAX; passes `{{campaignid}}`.
`um_cl`	Captures the Google Click ID (`{{gclid}}`).

Here’s the full guide on integrating Google Ads with Usermaven and setting up attribution tracking.

2. Meta ads (Facebook & Instagram)

UTM tracking template


utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&ad_id={{ad.id}}&um_cl={{fbclid}}

Most important attribute

ad_id={{ad.id}} — Required to associate conversions with the specific ad

Parameter descriptions

Parameter	Description
`utm_source`	Identifies the traffic source (e.g., facebook or instagram).
`utm_medium`	Specifies the marketing channel (e.g., paid).
`utm_campaign`	Dynamically passes the campaign name using `{{campaign.name}}`.
`utm_content`	Dynamically passes the ad set name using `{{adset.name}}`.
`ad_id`	Required for attribution; passes the ad ID using `{{ad.id}}`.
`um_cl`	Captures the Facebook Click ID (`{{fbclid}}`).

Here’s the full guide on integrating Meta Ads (Facebook & Instagram) with Usermaven and setting up attribution tracking.

3. Microsoft ads (Bing)

UTM tracking template


{lpurl}?utm_source=bing&utm_medium=ppc&utm_campaign={Campaign}&utm_content={AdGroup}&utm_term={QueryString}&ad_id={AdId}&um_cl={msclkid}

Most important attribute

ad_id={AdId} — Required to tie conversions to the correct Microsoft Ads creative

Parameter descriptions

Parameter	Description
`utm_source`	Identifies the traffic source (e.g., bing).
`utm_medium`	Specifies the marketing channel (e.g., ppc).
`utm_campaign`	Dynamically passes the campaign name using `{Campaign}`.
`utm_content`	Dynamically passes the ad group name using `{AdGroup}`.
`utm_term`	Captures the search query that triggered the ad using `{QueryString}`.
`ad_id`	Required for attribution; passes the ad ID using `{AdId}`.
`um_cl`	Captures the Microsoft Click ID using `{msclkid}`.

Here’s the full guide on integrating Microsoft Ads with Usermaven and setting up attribution tracking.

4. LinkedIn ads

UTM tracking template


utm_source=linkedin&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&utm_content={{CREATIVE_ID}}&ad_id={{CREATIVE_ID}}

Most important attribute

ad_id={{CREATIVE_ID}} — Required to attribute conversions to the correct LinkedIn ad

Parameter descriptions

Parameter	Description
`utm_source`	Identifies the traffic source (e.g., linkedin).
`utm_medium`	Specifies the marketing channel (e.g., paid).
`utm_campaign`	Dynamically passes the campaign name using `{{CAMPAIGN_NAME}}`.
`utm_content`	Dynamically passes the creative ID using `{{CREATIVE_ID}}`.
`ad_id`	Required for attribution; duplicates the creative ID (`{{CREATIVE_ID}}`).

Here’s the full guide on integrating LinkedIn Ads with Usermaven and setting up attribution tracking.

Best practices

Always use & to append UTM parameters in your URLs.
Set tracking templates at the account level for consistency.
Use platform-specific macros; don’t mix tokens between platforms.
Include ad_id in all templates to enable attribution in Usermaven.
For Google PMAX campaigns, make sure to include um_campaign_id.

By following these templates, you’ll enable accurate, actionable insights inside Usermaven across all major ad platforms.