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Recommended UTM’s for Billy Grace

In order for Billy Grace to track your ads and provide accurate attribution data, you will need to use the right parameters.

Tim Schouten avatar
Written by Tim Schouten
Updated over a week ago

Tracking parameters

Tracking parameters are added behind URL's that reference to your website. The Billy Pixel reads these parameters to determine the source of each website visit.

For Integrated marketing channels, make sure to include bg parameters:

  • bg_source

  • bg_source_id

These are crucial for identifying exactly which ad a customer clicked before arriving on your site.

Using the correct bg parameters ensures that:

  • Clicks are accurately attributed to specific ads

  • Data from ad platforms is properly connected to website activity

  • You gain full visibility into campaign performance and customer journe

How to use UTM’s

A UTM (Urchin Tracking Module) is used to identify the source of your website traffic. By adding UTM parameters to URLs that point to your website, you can track where visitors are coming from.

When you use the correct UTM parameters in your Ads Manager accounts, Billy Grace can accurately detect which ad a prospect clicked on before landing in your (online)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.

Integrated vs. Non-Integrated Channels

For connected (integrated) marketing channels, Billy Grace requires bg parameters (such as bg_source, bg_source_id) to attribute data accurately to specific ads.

Want to track conversions from non-integrated ad channels? You can use regular UTM parameters instead:

  • utm_source

  • utm_medium

  • utm_campaign

  • (optional) utm_term

  • (optional) utm_content

These sessions and conversions will still appear in Channel Performance, sorted based on the levels above. So utm_source will show first, utm_content is the lowest level.

Here’s an example of a standard UTM structure for a non integrated channel:

https://www.yourwebsite.com/landingpage?utm_source=source&utm_medium=medium&utm_campaign=campaign


Explanation of the parameters:

  1. utm_source
    The source of the traffic. Examples include Google, Facebook, email or any other traffic source.

  2. utm_medium
    The traffic medium, such as cpc (cost per click), newsletter, or social.

  3. utm_campaign
    The campaign name, often a specific promotion title like summer_sale or black_friday.

  4. utm_term (optional)
    Track relevant keywords for paid search campaigns

  5. utm_content (optional)
    Track different types of ads that link to the same landing page.

Suppose you want to track a link for a Black Friday campaign sent via email:

https://www.yourwebsite.com/landingpage?utm_source=email&utm_medium=newsletter&utm_campaign=black_friday

Dynamic UTM’s

There are several ways to implement UTMs across your marketing channels, but we recommend using dynamic UTMs.
​

Dynamic parameters allow your ad platform to automatically fill in values like:

  • The campaign ID

  • Creative name

  • Ad group

This ensures that Billy Grace can match session data with the ad channel integration.

Using dynamic UTMs helps reduce errors and ensures your tracking is consistent and reliable across all campaigns. Sessions and Conversions from integrated channels will be visible in Paid Performance, All channels (integrated and non-integrated) will be visible in Channel Performance.

Recommended Parameters per Platform

Below, you'll find the recommended UTM or tracking parameters for each advertising platform. These can be copied and pasted directly into the appropriate fields when setting up your ads. Please don't change these parameters, only copy & paste.

Supported Platforms:

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.

NOTE: You should paste the UTM in the 'URL parameters' field and don't use the 'Build a URL parameter' option to prevent any errors.

Currently, there are two different versions for Meta ads. If you see the screen below when you want to add a UTM you should paste the Billy Grace parameters as in the screenshot below.

Google Ads

Always add the Billy Grace UTM on account level.

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 (in Dutch "Achtervoegsel uiteindelijke URL").

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.

Make sure other levels, campaign, adgroup, ad or keyword do not have a UTM set. This will override the account level UTM.

Or make sure you also add the Billy Grace UTM on this level.

Pinterest

Use these tracking parameters for Pinterest, remember that if this is placed behind other tracking parameters, the first sign should be '&', otherwise, it should be a question mark '?'

&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, remember that if this is placed behind other tracking parameters, the first sign should be '&', otherwise, it should be a question mark '?'

&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, remember that if this is placed behind other tracking parameters, the first sign should be '&', otherwise, it should be a question mark '?'

&bg_source=bi&bg_source_id={adId}&bg_kw={TargetId}-pi-{ProductId}&bg_campaign={CampaignId}

Where to input the UTM in Bing

  1. Navigate to "Settings" in the left panel, then click on Account-level options

  2. In the Tracking Template field, take the following action:

    1. If it's currently blank, copy/paste the following: 

      {lpurl}?bg_source=bi&bg_source_id={adId}&bg_kw={TargetId}-pi-{ProductId}&bg_campaign={CampaignId}

    2. 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}&bg_campaign={CampaignId}

  3. Scroll to the bottom of the page and click Save

Example:

LinkedIn

Use these tracking parameters for LinkedIn, on Linkedin, the UTM does not need to start with a ? or &. You can copy and paste the below parameters on account or campaign level. 

bg_source=li&bg_campaign={{CAMPAIGN_ID}}&bg_source_id={{CREATIVE_ID}}

There are two places in the LinkedIn Business Manager where you can add UTMs. On account level.

Or on campaign level during the set-up of campaigns

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}

Please note: for bg_source_id we need to receive the line_item_ID, however, the macro in DV360 is called {CAMPAIGN_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.

  1. Login to Klaviyo

  2. Click on account

  3. Click on UTM tracking

  4. 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.

  1. Navigate to automation and click on Edit Flow. (duplicate the existing Flow if necessary).

  2. Select Email -> Click UTM tracking -> Click configure under UTM tracking -> Toggle "no -> click "add a custom UTM parameter -> type in bg_source -> value = klaviyo

  3. Click save

  4. Repeat this for all emails in the flow

  5. Click "Review and Turn on"

  6. Then repeat for all active flows.

Criteo

Use these tracking parameters for Criteo, remember that if this is placed behind other tracking parameters, the first sign should be '&', otherwise, it should be a question mark '?'

&bg_source=cr&bg_source_id={{adid}}&bg_campaign={{adsetid}}

Where to input the UTM

Locate the campaign or create a new campaign and navigate to Ads tracking:
​

Save by clicking the “Save and continue” button at the bottom of the screen.

Snapchat

Use these tracking parameters for Snapchat, remember that if this is placed behind other tracking parameters, the first sign should be '&', otherwise, it should be a question mark '?'

&bg_source=sn&bg_source_id={{ad.id}}&bg_campaign={{campaign.id}}

Where to input the UTM

Edit an existing campaign or set up a new campaign and navigate to the Website URL

Place the UTM behind your landingpage URL like in the example above.

Reddit

Use these tracking parameters for Reddit
​

&bg_source=re&bg_source_id={{AD_ID}}&bg_campaign={{CAMPAIGN_ID}}

In Reddit you can append the destination URL with the Billy Grace utm parameters here:

Xandr

Use these tracking parameters for Xandr:

&bg_source=xa&bg_source_id=${CREATIVE_ID}&bg_campaign=${IO_ID}

Adform

Use these tracking parameters for Adform:

&bg_source=af&bg_source_id=__ADFPLAID__&bg_campaign=__ADFCAMID__

Important: Without the recommended tracking parameters, we can not guarantee accurate attribution modelling.

Related Articles
Getting started - Onboarding
Connecting Marketing channels to Billy Grace
Attribution models in Billy Grace
Introduction to the Billy Pixel
Checking UTM Tracking
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