UTM parameters and click ids for Meta, Google Ads and Pinterest
The URL parameters to set on Meta, Google Ads and Pinterest ads so every order can be traced to its campaign, ad set and ad, with copy-ready templates.
Short answer: keep each platform's click id on (Meta's fbclid, Google's auto-tagging gclid, Pinterest's epik) and add UTMs that use dynamic values, so the campaign, ad set and ad fill in by themselves. Set them once at account or ad level and every order can be traced back without manual tagging.
Copy-ready templates
| Platform | Where to set it | Template |
|---|---|---|
| Meta | Ad level, URL parameters | utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}} |
| Google Ads | Final URL suffix (account or campaign) | utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword} |
| Destination URL with dynamic parameters | utm_source=pinterest&utm_medium=paid&utm_campaign={campaign_name}&utm_content={adid} |
Meta
Meta adds fbclid to ad clicks; you add UTMs in the URL parameters field of each ad. Dynamic parameters such as {{campaign.name}}, {{adset.name}}, {{ad.name}} and their .id versions fill in automatically.
Google Ads
Auto-tagging adds a gclid (Google Click Identifier) to every click and is on by default in new accounts. For UTMs, use the final URL suffix with ValueTrack parameters: {campaignid}, {adgroupid}, {creative} (ad id), {keyword}, {matchtype} and {device}. Keep third-party redirects in the tracking template and landing page parameters in the final URL suffix.
Pinterest adds click information to the URL when someone clicks an ad, and its tag stores it in the _epik cookie. For UTMs, use dynamic parameters such as {campaign_name}, {campaignid}, {adgroupid}, {adid}, {creativeid} and {device}; they only expand while the ad is live.
Keep them through checkout
Click ids and UTMs live on the landing URL. If they are not stored when the shopper lands, they are gone by the time the order is placed. Save them in first-party cookies on landing and attach them to the cart or order.
How TRACK ATLAS uses them
The TRACK ATLAS storefront script saves click ids (gclid, gbraid, wbraid, fbclid as fbc, epik, ttclid, msclkid) and UTMs in first-party cookies on landing and stitches them into the Shopify cart, so each order is credited to its channel and, with a connected ad account, to its campaign, ad set and ad.
Questions
Do I need UTMs on Google Ads if auto-tagging is on?
Auto-tagging adds the gclid, which Google uses for conversion tracking. UTMs are still useful for other tools to name the campaign; add them through the final URL suffix with ValueTrack parameters.
Where do I add URL parameters on Meta?
At the ad level, in the URL parameters field when you create or edit the ad. Dynamic parameters fill in the campaign, ad set and ad names or ids automatically.
When do Pinterest dynamic parameters expand?
Only when the ad is live. In previews they stay as written.
SOURCES
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