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Required UTM’s for Billy Grace

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

Tim Schouten avatar
Written by Tim Schouten
Updated this week

What are UTM’s and how do I use them?

A UTM (Urchin Tracking Module) identifies where your website traffic comes from.

By adding UTM parameters to URLs that lead to your website, you can track the source of your visitors.

When UTM parameters are correctly implemented in your Ads Manager accounts, Billy Grace can accurately detect which ad a prospect clicked before landing in your online store. This ensures precise attribution and reliable performance insights.

⚠️ Correct UTM parameters are crucial for reliable tracking and to get the full benefit of Billy Grace. Without them, we cannot accurately attribute traffic or conversions to the ads that generated them.

⚠️ No spaces in UTMs — ever. Some browsers may strip UTMs entirely, breaking your data and preventing Billy Grace from tracking ads correctly.

Tracking parameters

Tracking parameters are added behind URLs 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 parameters are predefined for integrated channels and can't be changed. Custom Media imports are seen as Integrated channel. Scroll further down to see the required parameter per channel.

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 journey

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. Custom media imports are integrated channels.

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

  • utm_source

  • utm_medium

  • utm_campaign

  • utm_term (optional)

  • utm_content (optional)

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.

✅ 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.

Required Parameters per Platform

Below, you'll find the required 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: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

Combine Billy Grace tracking parameters with standard UTM parameters to achieve dual functionality. This ensures accurate conversion attribution on Billy Grace while maintaining compatibility with external analytics tools, such as Shopify.

Examples of standard UTM parameters include:

  • utm_source=meta

  • utm_medium=social+paid

  • utm_campaign=#{{campaign.name}}

  • utm_content=#{{adset.name}}

  • utm_term=#{{ad.name}}

&bg_source=fb&bg_source_id={{ad.id}}&bg_aid_k=plm&bg_aid_v={{placement}}

⚠️ Remember: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

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 required UTMs in there. You can also bulk edit your ads within Meta, so you won't have to do this one at a time.

When constructing your URL, follow these steps:

  • Begin with the ? symbol to signify the start of the query string.

  • Separate each parameter with &.

  • Replace placeholder variables (e.g., #{{campaign.name}}, #{{ad.id}}) with dynamic values or tags from Meta's ad manager.

Note: Paste the UTM directly into the ‘URL parameters’ field. Do not use the ‘Build a URL parameter’ option, as this may cause 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 didn't 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, 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 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:

&bg_source=pt&bg_source_id={adid}&bg_campaign={adgroupid}&bg_kw={keyword_id}-pi-{product_id}-ppi-{product_partition_id}

⚠️ Remember: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

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__

⚠️ Remember: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

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}&bg_campaign={CampaignId}

⚠️ Remember: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

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:

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

⚠️ Note: On LinkedIn, UTMs do not need to start with ? or &. You can simply copy and paste the parameters below at the account or campaign level.

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

  • On account level:
    ​

  • 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.

⚠️ Note: Due to a Google limitation, Display & Video 360 macros aren’t supported in YouTube ads. For video ads, replace the placeholders (macros) as follows:

  • ${CAMPAIGN_ID} → line_item_id

  • ${INSERTION_ORDER_ID} → insertion_order_id

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: Type bg_source manually in the field.

  • Campaign Email Value: klaviyo.

  • Flow Email Value: klaviyo.

  • Turn on “Automatically add UTM to parameters to link”

  • Click 'Update Tracking Settings' to save changes

Adjust flow

To ensure the UTM is added to all emails, follow these steps for each active flow:

  1. Go to Automation and click Edit Flow.

    • Duplicate the existing flow if needed.

  2. For each email in the flow:
    a. Select the Email.
    b. Click UTM Tracking.
    c. Click Configure under UTM Tracking.
    d. Toggle No → Click Add a custom UTM parameter.
    e. Type in bg_source → Value = klaviyo.
    f. Click Save.

  3. Repeat step 2 for all emails in the flow.

  4. Click 'Review and Turn On'.

  5. Repeat the entire process for all active flows.

Criteo

Use these tracking parameters for Criteo:

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

⚠️ Remember: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

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:

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

⚠️ Remember: The first character of tracking parameters should always be a question mark '?'. If you add parameters after existing ones, use an ampersand '&' instead.

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:

X Ads

In order to accurately track clicks from X Ads, add the following parameters:

&bg_source=xs&bg_source_id={FILL_IN_TWEET_ID}&bg_campaign={FILL_IN_AD_GROUP_ID}

In order to find your Tweet_ID and ad_group_id, you’d first need to publish the campaign, ad group(s), and ad(s), without the filled-in UTM parameters. After doing so, you can easily add a few columns in your ad manager to find the corresponding IDs.

For this, navigate to the X ad managers, select the campaign, ad group, and ad for which you’d like to see the Tweet_ID and ad_group_id. Once you’re on ad level, click on 'Metrics' and then click on 'Customize metrics'.

Now, a new screen will appear. Here, you can use the search bar to search and add the IDs needed, look for the Tweet ID and Ad group ID, and make sure to apply this view.

👍 Tip: You can save this view as a custom preset, so you don’t have to follow these steps every single time.

Now that you’ve done this, you can find your Tweet ID and Ad group ID on ad level in your columns. Copy these, so you can easily paste this in the UTM.

Now you need to navigate back to the ad group level, where you can edit the ad group and also the ad. Go to ad level, and the landing page URL, and append this URL with the Billy Grace UTM and replace the placeholders for your Tweet_ID and ad_group_id, make sure to apply, and you’re good to go!

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__

CM360

Use these tracking parameters for CM360:

&bg_source=dv&bg_source_id=%eaid!&bg_campaign=%ebuy!&bg_kw=%eexcid!

Custom Media import

In order to include click attribution for the imported media channel, you need to send the bg_source and bg_source_id parameters. Example on how to send them:

  • Value from bg_source column (needs to be the same for all ads) = bg_source

  • Value from ad_id column = bg_source_id

Example

If you want to import the following display data:

The UTM parameters for the first ad (row) should be:

?bg_source=display&bg_source_id=ad_12

For the second ad the parameters should be:

?bg_source=display&bg_source_id=ad_13

If the ad_id in your import is not unique, you have to add bg_campaign into the UTM parameters. This has to match the bg_campaign import values.

Example UTM:

bg_source=display&bg_source_id={ad_id}&bg_campaign={campaign_id}

In the above example import, bg_campaign is not added to the import. But let's say for the first row there was another column with bg_campaign=5, the UTM would be:

?bg_source=display&bg_source_id=ad_12&bg_campaign=5

⚠️ Important: Without the required tracking parameters, accurate attribution cannot be guaranteed.

Related Articles
Getting started - Onboarding
Attribution models in Billy Grace
Introduction to the Billy Pixel
Search & Shopping
Checking UTM Tracking
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