Minimum URL Tagging Requirements for Advanced Reporting

To unlock the full capabilities of Ruler Advanced Reports, Ruler requires campaign-level tracking identifiers to be captured from landing page URLs.

These identifiers allow Ruler to connect visitor sessions with your advertising platform data, enabling deeper reporting across campaigns, ad groups, ad sets, keywords, creatives, and performance metrics. This tracking is also an important component of accurate attribution modelling, including DDA and MMM reporting.

We strongly recommend following the full UTM tagging guidance outlined here.

At a minimum, advertising platforms should pass the relevant ID parameters below where supported.

Campaign & Ad ID Parameters Required for Advanced Reporting

The following parameters enable deeper campaign-level reporting within Ruler:

Parameter	Supported Platforms
`campaign_id`	Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Pinterest Ads
`ad_group_id`	Google Ads, Microsoft Ads, Reddit Ads, StackAdapt
`ad_set_id`	Meta Ads, LinkedIn Ads, TikTok Ads
`ad_id`	Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Pinterest Ads, Reddit Ads
`keyword_id`	Google Ads, Microsoft Ads

Why These Parameters Matter

Including these identifiers allows Ruler to:

Attribute conversions back to specific campaigns and advertising entities.
Provide campaign, ad group/ad set, and creative-level reporting.
Map advertising spend against performance data.
Improve the accuracy of Advanced Reports.
Support attribution modelling and MMM analysis.

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Important Note
Missing or inconsistent tracking identifiers will limit the level of detail available within Ruler Advanced Reports and result in (notset) reporting.
If your advertising platform supports these parameters, ensure they are included consistently across your landing page URLs.

If you have any questions about your URL tagging setup or need help validating your tracking parameters, please discuss this with the Ruler team during onboarding or contact support.