UTM parameters

Use UTM parameters to add tracking values to ads launched through Adtool. Defaults can be set at three layers: organization-wide default, selected ad account default, and batch-level override.

UTMs help analytics tools identify where traffic came from, which campaign generated it, and which ad or ad set was clicked. In Adtool, saved UTM defaults are applied when ads are prepared for launch, unless you adjust the UTM parameters for a specific batch.

How the default layers work

Set organization-wide default

Use the organization-wide default when every current and future ad account in the organization should start with the same UTM setup.

1. Open Settings

Go to Settings in the left navigation bar.

2. Open Default settings

In the left navigation bar, find the same section where ad accounts are selected. Click the top option, Default settings.

3. Find UTM parameters section

4. Set the organization-wide default

Enter the UTM string you want Adtool to use, then save. When saved here, the default applies across all current and future ad accounts in the organization.

Set ad account default

Use the selected ad account default when one selected account should use a different UTM setup than the organization-wide default.

1. Open Settings

Go to Settings in the left navigation bar.

2. Select the ad account

In the left navigation bar, find the section where ad accounts are selected. Choose the ad account you want to adjust instead of Default settings.

3. Find UTM parameters

Find the UTM parameters section.

4. Set the selected ad account default

Enter the UTM string for that selected account, then save. When saved here, the selected ad account default applies only to that account and overrides the organization-wide default for that selected account.

Change UTM for one batch

Use the batch-level override when only the batch you are creating should use a different UTM setup.

1. Go to Launch

Go to Launch.

2. Open Additional settings

While creating a batch, open Additional settings.

3. Change UTM parameter for the batch

Adjust the UTM parameters for that batch.

Changing UTM parameters at batch level does not change the saved organization-wide or selected ad account defaults. It only changes the batch being created at that moment.

What are UTM parameters

UTM parameters are tracking parameters added to ad URLs. They help teams identify where traffic came from, which campaign or ad generated it, and how performance should be grouped in analytics tools.

Common UTM fields include:

For example, a customer could use values like this:

utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}

This is only an example of one possible structure, not an Adtool recommendation. Use the values that match your own analytics setup and reporting conventions.

Before you save

Check these items before saving defaults or launching a batch:

Common cases