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, it is advisable that clients struggling with measurement implement the recommended UTM parameters across all paid marketing channels. This adopted UTM structure must be maintained across any new Ads created going forwards.

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

Within Fospha Analytics there is the functionality segment by the Objective & Strategy of your marketing campaigns. In order to enable this we must be able to identify clear and consistent naming conventions within your campaign names.

The following table provides an example of these, please share any alternative naming conventions that are currently in use at your company when you onboard to Fospha. The essential requirement here is that a unique identifier is available in each campaign type.
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For specific information on Objective, Strategy and naming conventions, read more here.

The following section details the recommended UTMs across each of your paid marketing channels.

❗ UTMs in bold in this section are essential for Fospha Analytics to provide accurate reporting.

Other UTMs are included as guidelines and therefore can be amended in some circumstances. For example, while we recommend use of utm_medium=paidsocial for Meta activity, if you currently use utm_medium=cpc in order to avoid disturbing existing GA reporting, you can maintain this naming convention. However please inform Fospha where this is the case.

If you have any questions, are concerned about impact to your existing reporting or do not know how to implement UTM parameters please reach out to the Fospha Team through the help centre available through help button in the bottom right.

The remainder of this document guides you through UTM parameter best practice and Fospha’s recommended UTMs for each marketing channel:

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

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 do not provide dynamic UTM parameter macros, therefore please hard code across all Twitter ADs

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}}