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.

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.

Below are the necessary UTMs for integrated ad platforms. Want to track conversions from Non-integrated ad channels? You can use regular UTMs:

utm_source

utm_medium

utm_campaign etc.

Here’s an example of a standard UTM structure:

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

Sessions and Conversions from non-integrated channels will be visible in Channel Performance.

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.

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 '?'

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.

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.

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.

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.

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 '?'

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:

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 '?'

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.

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 '?'

Where to input the UTM in Bing

Example:

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.

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

In order to accurately track clicks from the DV360 display network. Add the following parameters:

Please note: for bg_source_id we need to receive the line_item_ID, however, the macro in DV360 is called {CAMPAIGN_ID}.
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The Billy Grace URL parameters can be added in DV360 via: Creative Details > Additional Details

Add the parameters to all running ads.

Use the following UTM to track clicks from the Outbrain display network.

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.

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.

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.

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 '?'

Where to input the UTM

Locate the campaign or create a new campaign and navigate to Ads tracking:
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Save by clicking the “Save and continue” button at the bottom of the screen.

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 '?'

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.

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