Tracking parameters
Tracking parameters are added behind URL's that reference to your website. There are two ways to implement tracking parameters, you can either add a UTM, which is the standard tracking used by Google or only use our own tracking parameter that you add after your existing URL's.
How to use UTM’s
A UTM (urchin tracking module) is used to track the origin of website visitors. You can add UTM’s behind all links that refer to your website to track the origin.
By using the right UTM's or parameters in your Ads manager accounts, Billy Grace knows which ad the prospect clicked on before arriving at your store.
In order to get the full benefit out of Billy Grace, you must use the proper tracking parameters.
Important: Never use spaces in UTMs, some browsers will strip the UTM and will make data tracking inaccurate.
Table of contents
A UTM consists of the following parameters:
Source: Source is used to track the source of your traffic. For example, a website name, search engine or a social network.
Medium: This parameter is used to identify the medium used to share the link. For example social, cpc, ppc, email, social-paid etc.
Campaign: Use this to identify a campaign or promotion tied to your link. For example 2022January-product.
Term (optional): This parameter is used for paid search campaigns to track relevant keywords.
Content (optional): This parameter can be used to track different types of ads that link to the same landing page.
Dynamic UTM’s
There are different ways to implement UTM’s across your marketing channels. We advise our customers to use dynamic UTM’s. By using a dynamic parameter, you let the ad platform fill in the campaign ID or name, so you are sure that Billy Grace can match the campaign name of the ad channel with the utm_campaign registered in Google Analytics and Shopify. Basically, by using dynamic UTM’s you reduce the chance that UTM’s are not set up correctly.
Below you will find the UTM’s or tracking parameters we recommend using for each ad platform. These can simply be copied and pasted in the proper ad platform.
Meta:
Use the tracking parameter below in Meta ads. Remember that if this is placed behind other tracking parameters, the first sign should be '&', otherwise, it should be a question mark '?'
&bg_source=fb&bg_source_id={{ad.id}}&bg_aid_k=plm&bg_aid_v={{placement}}
Where to input the UTM in Meta
Each ad you create/edit on Meta ads manager has a Tracking section. There's a text field there called "URL Parameters" where you can paste in the UTM's. Every ad will need our recommended UTMs in there. You can also bulk edit your ads within Meta, so you won't have to do this one at a time.
Google Ads:
Use this tracking parameter for Google Ads if you already use a UTM or have auto-tagging enabled. Add the UTM to the tracking template field.
{lpurl}?bg_source=ga&bg_campaign={campaignid}&bg_kw={targetid}-mi-{merchant_id}-pi-{product_id}-ppi-{product_partition_id}&bg_source_id={creative}
Important: If the Tracking Template field in Google Ads is prefilled by another third party application, then you can add the following parameter in the Prefix field.
bg_source=ga&bg_campaign={campaignid}&bg_kw={targetid}-mi-{merchant_id}-pi-{product_id}-ppi-{product_partition_id}&bg_source_id={creative}
Where to input the UTM in Google Ads
In your Ad account, click Settings on the left-hand side, and then select Account settings. Paste the recommended Google UTM's into the "Tracking Template" text field.
Use these tracking parameters for Pinterest:
&bg_source=pt&bg_source_id={adid}&bg_campaign={adgroupid}&bg_kw={keyword_id}-pi-{product_id}-ppi-{product_partition_id}
Where to input the UTM in Pinterest
To use our tracking parameters on Pinterest, you will need to update the Website URL in the “Design Your Web Site Ad” section of the ad's settings.
Two steps are required here:
1) Input your destination URL, such as “https://billygrace.com/”
2) Add our tracking parameters to the end of that URL.
Pinterest Catalog sales campaign
In the catalog sales campaign type it is only possible to add UTMs on ad set level. For this type of ad, use the UTM below:
{lpurl}?bg_source=pt&bg_source_id={adid}&bg_campaign={adgroupid}&bg_kw={keyword_id}-pi-{product_id}-ppi-{product_partition_id}
TikTok
Use these tracking parameters for TikTok:
&bg_source=tt&bg_source_id=__CID__&bg_campaign=__CAMPAIGN_ID__
Where to input the UTM in TikTok
To use our tracking parameters on TikTok, you will need to update the URL in the “Destination page” section of the ad settings.
Two steps are required here:
1) Input your destination URL, such as “https://billygrace.com/checkout”
2) Add our TRACKING PARAMETERS to the end of that URL.
3) Note: Do not use the Tracking section.
Bing
Use these tracking parameters for Bing:
&bg_source=bi&bg_source_id={adId}&bg_kw={TargetId}-pi-{ProductId}
Where to input the UTM in Bing
Navigate to "Settings" in the left panel, then click on Account-level options
In the Tracking Template field, take the following action:
If it's currently blank, copy/paste the following:
{lpurl}?bg_source=bi&bg_source_id={adId}&bg_kw={TargetId}-pi-{ProductId}If you're currently using your own UTMs, simply add our parameters to the end of your string, start with an ampersand. It will end up looking like this:
&bg_source=bi&bg_source_id={adId}&bg_kw={TargetId}-pi-{ProductId}
Scroll to the bottom of the page and click Save
Example:
LinkedIn, like other channels, doesn't support dynamic UTM's. This means that the campaign id and creative id need to be manually replaced per campaign.
Use these tracking parameters for LinkedIn:
&bg_source=li&bg_campaign={{CAMPAIGN_ID}}&bg_source_id={{CREATIVE_ID}}
Add the UTM behind the destination URL when setting up campaigns. If this is the only UTM, the UTM should start with a ? (Question mark) instead of &.
Display and video 360
In order to accurately track clicks from the DV360 display network. Add the following parameters:
&bg_source=dv&bg_source_id=${CAMPAIGN_ID}&bg_campaign=${INSERTION_ORDER_ID}
The Billy Grace URL parameters can be added in DV360 via: Creative Details > Additional Details
Add the parameters to all running ads.
Outbrain
Use the following UTM to track clicks from the Outbrain display network.
&bg_source=ob&bg_source_id={{promoted_link_id}}
Where to input the UTM
Locate the campaign and click the pencil icon to open the campaign’s settings. You may adjust or add a new UTM code in the “Tracking” section.
Save your modification by clicking on the “Submit” button at the bottom of the screen. Your tracking code will automatically append to all headlines within the campaign.
Klaviyo
In order to show Klaviyo results in Channel performance, we advise adding an extra BG parameter. You need to create a Custom UTM parameter for campaigns and flows. Down below, an explanation how to adjust existing flows.
Login to Klaviyo
Click on account
Click on UTM tracking
Click add a custom UTM parameter
Fill in the following information for each field:
UTM Parameter: bg_source (manually type this in the field)
Campaign Email Value: klaviyo
Flow Email Value: klaviyo
Turn on "Automatically add UTM to parameters to link"
Click "Update Tracking Settings"
Adjust flow
To make sure the utm is added everywhere, you will need to add it to all active e-mail flows.
Navigate to automation and click on Edit Flow. (duplicate the existing Flow if necessary).
Select Email -> Click UTM tracking -> Click configure under UTM tracking -> Toggle "no -> click "add a custom UTM parameter -> type in bg_source -> value = klaviyo
Click save
Repeat this for all emails in the flow
Click "Review and Turn on"
Then repeat for all active flows.
Important: Without the recommended tracking parameters, we can not guarantee accurate attribution modelling.