UTM (Urchin Tracking Module) parameters are tags that can be added to landing page URLs so that when a link within an Ad is clicked, this information is visible to Google Analytics. Fospha ingests this data from Google Analytics, allowing the platform to:

Clean and consistent UTM parameters are a key requirement for accurate reporting within Fospha Analytics. Please ensure your digital marketing agency are familiar with these requirements and apply these parameters across all new campaigns and ads

❗ For best results, make sure all teams (internal or external) involved in campaign creation use consistent UTM tagging aligned with Fospha’s recommendations.

Where possible use the dynamic parameters provided by each ad platform - this will save a lot of time during implementation! Dynamic parameters are macros that typically start and end with { } and automatically return a value specific to the ad that was clicked on.

❗ Pay close attention to these because there are subtle differences between ad platforms

Consider the hierarchy of your UTMs, the medium should be consistent with the top-level channel groupings required for reporting, e.g. Paid Social which then splits into Facebook and Snapchat at the source level:

This section outlines the UTM parameters we recommend for each paid marketing channel to ensure your reporting in Fospha is as accurate and useful as possible.

UTMs shown in bold are essential — they help Fospha correctly match click, cost, and impression data across platforms.

Some automated campaign types (like Meta Advantage+ or Performance Max) may override UTM inputs. Where this is the case, test outputs and consider manual overrides or custom parameters.
Other parameters are helpful for added granularity, but there’s some flexibility depending on your setup.

👉 For example, if you currently use utm_medium=cpc for Meta campaigns to keep your GA reports consistent, that’s okay — just let us know so we can align things on our end.

If you’re unsure how to apply UTMs or worried about how changes might affect your current tracking, our team is here to help. You can reach us anytime using the help button in the bottom-right corner.

The next section walks through Fospha’s UTM recommendations for each major platform — with examples and tips to make setup easy.

Details of Meta’s supported dynamic parameters can be found here

Example Meta landing URL:

https://www.fospha.com/?utm_medium=paidsocial&utm_source=facebook&utm_campaign={{campaign.name}}&utm_content={{adset.id}}&utm_term={{ad.id}}

GCLIDs (Google Click Identifiers) enable Fospha to complete a lookup to the Google Ads API and decode the information within this ID to return the relevant Campaign Name, Keyword etc.

Please ensure that the ‘auto-tagging’ setting is enabled within all Google Ads accounts to enable GCLIDs, and then also implement the following UTM tracking template:

❗ Please note - you also need to add {lpurl} before your initial ? for Google Ads UTM tracking.
​You can read more about Google's UTM parameters here

Example Google landing URL:

https://www.fospha.com/{lpurl}?utm_medium=cpc&utm_source=google&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword}

Please enable Bing’s default auto-tagging to provide the following UTM parameter structure. You do not also then need to add manual UTMs to your Bing activity:

Example Bing landing URL:

https://www.fospha.com/?utm_medium=cpc&utm_source=bing&utm_campaign={CampaignName}&utm_term={Keyword}

Details of Pinterest’s supported dynamic parameters can be found here

Example Pinterest landing URL:

https://www.fospha.com/?utm_medium=paidsocial&utm_source=pinterest&utm_campaign={campaignname}&utm_content={adgroupid}&utm_term={adid}

Details of Snapchat’s supported dynamic parameters can be found here

Example Snapchat landing URL:

https://www.fospha.com/?utm_medium=paidsocial&utm_source=snapchat&utm_campaign={{campaign.name}}&utm_content={{adSet.id}}&utm_term={{ad.id}}

Details of Tiktok’s supported dynamic parameters can be found here

Example Tiktok landing URL:

https://www.fospha.com/?utm_medium=paidsocial&utm_source=tiktok&utm_campaign=__CAMPAIGN_NAME__&utm_content=__AID__&utm_term=__CID__

❗ TikTok macros are all double-underlined at the beginning and end, and the middle is single underlined: ‘__xxx_xxx__’.

Please speak to your AWIN account manager to apply the above UTMs.

Example AWIN landing URL:

https://www.fospha.com/?utm_medium=affiliate&utm_source=awin&utm_campaign=skimlinks&utm_content=12345

See below additional information on UTM guidelines for other ad platforms:

Details of Reddit’s supported dynamic parameters can be found here

Example Reddit landing URL:

https://www.fospha.com/?utm_medium=paidsocial&utm_source=reddit&utm_campaign={{CAMPAIGN_ID}}&utm_content={{ADGROUP_ID}}&utm_term={{AD_ID}}

Twitter Ads (now X Ads) do not support dynamic URL parameters (macros) such as {campaign.name} or {ad.id}.

All UTM parameters must be manually added to each ad's destination URL.

Ensure consistency in naming conventions across campaigns to facilitate accurate tracking and analysis.

Utilize URL encoding for any special characters or spaces in your UTM parameters to prevent tracking issues

Example Twitter landing URL:

https://www.fospha.com/?utm_medium=paidsocial&utm_source=twitter&utm_campaign=prospecting&utm_content=12345&utm_term=1072875439480

Details of DV360's supported dynamic parameters can be found here

Example DV360 landing URL:

https://www.fospha.com/?utm_medium=display&utm_source=dv360&utm_campaign=${CAMPAIGN_ID}&utm_content=${INSERTION_ORDER_ID}&utm_term=${CREATIVE_ID}

Details of CM360's supported dynamic parameters can be found here

Example CM360 landing URL:

https://www.fospha.com/?utm_medium=display&utm_source=cm360&utm_campaign=%ebuy!&utm_content=%epid!&utm_term=%eaid!

Example TTD landing URL:

https://www.fospha.com/?utm_medium=display&utm_source=ttd&utm_campaign=%%TTD_CAMPAIGNID%%&utm_content=%%TTD_ADGROUPID%%&utm_term=%%TTD_CREATIVEID%%

Example Criteo landing URL:

https://www.fospha.com/?utm_medium=display&utm_source=criteo&utm_campaign={campaignid}&utm_term={bannerid}

Please speak to your Rakuten account manager to apply the above UTMs.

Example Rakuten landing URL:

https://www.fospha.com/?utm_medium=affiliate&utm_source=rakuten&utm_campaign=rewardstyle&utm_content=12345

Please speak to your Impact Radius account manager to apply the above UTMs.

Example Impact Radius landing URL:

https://www.fospha.com/?utm_medium=affiliate&utm_source=impact&utm_campaign=rewardstyle&utm_content=12345

Please speak to your Partnerize account manager to apply the above UTMs.

Example Partnerize landing URL:

https://www.fospha.com/?utm_medium=affiliate&utm_source=partnerize&utm_campaign=linkbux&utm_content=__PUBID__

Details of Yahoo’s supported supported dynamic parameters can be found here.

Example Yahoo landing URL:

https://www.fospha.com/?utm_medium=native&utm_source=yahoo&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={adid}

Details of Outbrain’s supported supported dynamic parameters can be found here.

Example Outbrain landing URL:

https://www.fospha.com/?utm_medium=display&utm_source=outbrain&utm_campaign={{campaign_name}}&utm_content={{publisher_id}}&utm_term={{ad_id}}