Reddit Ads UTM Tagging

Ruler supports Reddit Ads attribution through standard UTM parameters and Reddit dynamic URL parameters.

For the best attribution accuracy and campaign reporting granularity within Ruler, we recommend adding the following parameters to your Reddit Ads destination URLs.

Reddit supports dynamic parameters that automatically populate campaign, ad group, and ad-level information when someone clicks an advert. These values are represented using double curly braces ({{ }}) and must remain unchanged in your tracking configuration.

Supported Parameters

For more information on Reddit's supported macros, see Reddit's documentation:
https://business.reddithelp.com/s/article/Set-up-third-party-measurement

Recommended URL Parameters

Add the following parameters to your Reddit destination URL:

utm_source=reddit&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&campaign_id={{CAMPAIGN_ID}}&ad_group_id={{ADGROUP_ID}}&ad_id={{AD_ID}}

Important

Ensure the dynamic parameters remain unchanged, including the double braces ({{ }}). Reddit will automatically replace these values with the relevant campaign, ad group, and ad information when someone clicks your advert.

Configure URL Parameters in Reddit Ads

Reddit Ads does not currently provide a Google-style account-level tracking template. URL parameters should be configured on the destination URL within your ad setup.

To add tracking parameters:

1. Open Reddit Ads Manager.
2. Navigate to your campaign.
3. Open the relevant ad group.
4. Edit the advert.
5. Append the tracking parameters to the end of your destination URL.
6. Save your changes.

A completed destination URL will look similar to:

https://www.example.com/?utm_source=reddit&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&campaign_id={{CAMPAIGN_ID}}&ad_group_id={{ADGROUP_ID}}&ad_id={{AD_ID}}

Testing Your Tracking

Before launching your campaign:

1. Use the ad preview functionality.
2. Click through the advert.
3. Confirm the landing page URL contains the expected parameters.
4. Verify that Reddit has populated the dynamic values correctly.

Important

Using unsupported parameter names or modifying Reddit'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 Reddit UTM tracking configured, you do not need to replace your existing setup. Simply append Ruler's recommended ID parameters (campaign_id, ad_group_id, and ad_id) to your existing destination URL parameters.

This allows Ruler to provide more detailed campaign, ad group, and ad-level reporting while preserving your existing tracking structure.

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

Ruler may still identify Reddit traffic from existing UTM parameters, but without the recommended dynamic parameters your reporting will be limited.

You may see more "(not set)" values and have reduced visibility into campaign, ad group, and ad-level performance.

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