AdRoll UTM Tagging

Ruler supports AdRoll as a core advertising channel within your reports.

To provide more granular reporting on your AdRoll campaigns, we recommend adding UTM parameters to your landing page URLs. This enables additional reporting dimensions and allows you to utilise Ruler's campaign drill-down features.

For the best attribution accuracy and reporting granularity, ensure your AdRoll landing page URLs include the following parameters.

Supported Parameters

Recommended URL Parameters

Add the following parameters to your AdRoll tracking configuration:

utm_source=adroll&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{content}}

Important

Ensure the dynamic parameters remain unchanged, including the double braces ({{ }}). AdRoll will automatically replace these values with the relevant campaign and content information when an advert is clicked.

Configure URL Parameters in AdRoll

To add your tracking parameters:

1. Open AdRoll Campaign Manager.
2. Navigate to your campaign settings.
3. Add the tracking parameters to your landing page URL configuration.
4. Save your changes.

For more information on AdRoll UTM setup best practices, see AdRoll's documentation:
https://help.adroll.com/hc/en-us/articles/115002424872-Add-UTMs-to-your-AdRoll-Campaigns

Testing Your Tracking

Before launching your campaign:

1. Click an AdRoll advert or use the campaign preview functionality.
2. Confirm the landing page URL contains the expected parameters.
3. Verify that AdRoll has populated the dynamic values correctly.

Important

Using unsupported parameter names or modifying AdRoll's dynamic parameter format may result in incorrect attribution or limit reporting drill-downs within Ruler.

Frequently Asked Questions

What if I already have UTM parameters?

If you already have AdRoll UTM tracking configured, you do not need to replace your existing setup.

Simply append Ruler's recommended parameters (utm_campaign and utm_content) to your existing URL parameters if they are not already being captured. This allows Ruler to provide more detailed campaign and creative reporting while preserving your current tracking structure.

What happens if I don't update my UTM tagging?

Ruler can still identify AdRoll traffic, but without the recommended UTM parameters your reporting will be limited.

You may see more "(not set)" values and reduced visibility into campaign and creative-level performance.

If you need assistance configuring AdRoll tracking or reviewing your existing URL parameters, contact the Ruler support team at [email protected].