Tagging URLs

Guide on tagging up your paid campaign URLs

Tagging up your URLs will allow Ruler to report some extra insight about the Marketing Source generating your visits and conversions to your site.

Having the extra parameters on your final URLs will allow you to make more informed decisions about your marketing efforts and give you the opportunity to compare the success of each within your Ruler Analytics Dashboard.

Ruler recognises the standard utm and value track parameters for each platform, and would recommend as a minimum to include these on all relevant Ad Platform final URLs.

URL Parameter
utm_source
utm_medium
utm_campaign
utm_term
utm_content
campaign_id
ad_group_id
ad_set_id
pin_promotion_id
keyword_id
creative

UTM Information is captured within the URL, as a quick reference, below is an overview of the tracking templates Ruler needs for accurate attribution.

Platform	Dynamic Tracking Template
Google Ads	{lpurl}?utm_term={keyword}&utm_source=google&utm_medium=cpc&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}&keyword_id={targetid}
Facebook Ads	?utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name})&utm_content={{ad.name}}&campaign_id={{campaign.id}}&ad_group_id{{adset.id}}&ad_id={{ad.id}}
Instagram Ads	?utm_source=instagram&utm_medium=paid&utm_campaign={{campaign.name})&utm_content={{ad.name}}&campaign_id={{campaign.id}}&ad_group_id{{adset.id}}&ad_id={{ad.id}}
Microsoft Ads	{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_term={keyword:default}&campaign_id={CampaignId}&ad_group_id={AdGroupId}&ad_id={AdId}&keyword_id={TargetId}
TikTok	?utm_source=tiktok&utm_medium=cpc&utm_campaign=_CAMPAIGNNAME&utmcontent=_CID_NAME&campaignid=_CAMPAIGN_ID&adgroup_id=_AID&adid=_CID
Pinterest	?utm_source=pinterest&utm_medium=cpc&utm_campaign={campaignname}&campaign_id={campaignid}&ad_group_id={adgroupid}&pin_promotion_id={adid}
LinkedIn	?utm_source=linkedin&utm_medium=cpc&utm_campaign=CAMPAIGN_NAME&campaign_id=CAMPAIGN_ID&ad_group_id=CAMPAIGN_GROUP_ID&ad_id=CREATIVE_ID
X	Contact Support
Other Platforms	Contact Support

For detailed instructions, we have an implementation guide for each major platform within our documentation.

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Please note

We recommend UTMs and Value Track IDs on your final URLs to allow for more granular campaign drill down and grouping within Rulers reporting. Please note incorrect use of UTMs may result in a limitation on you reporting as well as incorrect or 'Unassigned' attribution.