Tagging URLs
Guide on tagging up your paid campaign URLs
URL Tagging Requirements
Tagging your URLs with tracking parameters allows Ruler to report valuable insights about the marketing sources generating your visits and conversions.
By adding these parameters to your final URLs, you can make more informed decisions about your marketing performance and compare the success of your campaigns within your Ruler Analytics Dashboard.
Ruler recognises standard UTM parameters and advertising platform tracking parameters, including Google ValueTrack parameters and equivalent dynamic parameters from other advertising platforms.
We recommend including these parameters on all relevant advertising platform final URLs.
Advanced Reporting ID Requirements
To unlock deeper campaign reporting within Ruler Advanced Reports, advertising platforms should pass the relevant platform identifiers through the landing page URL.
These identifiers allow Ruler to match visitor sessions with advertising platform data and provide reporting across campaigns, ad groups, ad sets, keywords, and creatives.
Where supported, we recommend including:
| Parameter | Purpose |
|---|---|
campaign_id | Campaign-level reporting |
campaign_group_id | Campaign group reporting (for example LinkedIn) |
ad_group_id | Ad group reporting (for example Google Ads and Microsoft Ads) |
ad_set_id | Ad set reporting (for example Meta Ads and TikTok Ads) |
ad_id | Individual advert reporting |
creative_id | Creative-level reporting |
keyword_id | Keyword-level reporting |
Missing or inconsistent ID parameters may limit the level of detail available within Advanced Reports, attribution reporting, and spend mapping.
Tracking Templates by Platform
UTM information and platform identifiers are captured within the URL. Below are recommended tracking templates for accurate attribution:
| Platform | Dynamic Tracking Template |
|---|---|
| Google Ads | {lpurl}?utm_source=google&utm_medium=cpc&utm_term={keyword}&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}&keyword_id={targetid} |
| Meta Ads | ?utm_source=facebook&utm_medium=paid&utm_campaign=YourCampaignNameadded&utm_content={{ad.name}}&campaign_id={{campaign.id}}&ad_set_id={{adset.id}}&ad_id={{ad.id}} |
| Microsoft Ads | {lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign=YOUR_CAMPAIGN_NAME&utm_term={keyword:default}&campaign_id={CampaignId}&ad_group_id={AdGroupId}&ad_id={AdId}&keyword_id={TargetId} |
| TikTok Ads | utm_source=tiktok&utm_medium=cpc&utm_campaign=__CAMPAIGN_NAME__&utm_content=__CID_NAME__&campaign_id=__CAMPAIGN_ID__&ad_group_id=__AID__&ad_id=__CID__ |
| Pinterest Ads | utm_source=pinterest&utm_medium=cpc&utm_campaign={campaignname}&campaign_id={campaignid}&ad_group_id={adgroupid}&pin_promotion_id={creative_id}&pin_id={adid} |
| LinkedIn Ads | utm_source=linkedin&utm_medium=cpc&utm_campaign={{CAMPAIGN_NAME}}&campaign_group_id={{CAMPAIGN_GROUP_ID}}&campaign_id={{CAMPAIGN_ID}}&creative_id={{CREATIVE_ID}} |
| X Ads | Contact Support |
| Other Platforms | Contact Support |
For detailed implementation instructions, see the dedicated setup guide for each advertising platform.
Please noteWe recommend using UTMs and advertising platform tracking IDs on your final URLs to enable more granular campaign drill-downs and grouping within Ruler reporting.
Incorrect, incomplete, or inconsistent URL tagging may result in limited reporting, missing campaign data, or incorrect/unassigned attribution.
Updated 6 days ago