UTM parameters

Set organization-wide, selected ad account, or batch-level UTM defaults so launched ads use the right URL parameters.

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

Layer	Where it is set	What it affects
Organization-wide default	`Settings` → `Default settings` → `UTM parameters`	Applies across all current and future ad accounts in the organization after saving.
Selected ad account default	`Settings` → select an ad account → `UTM parameters`	Applies only to the selected ad account after saving. It overrides the organization-wide default for that selected account.
Batch-level override	`Launch` → `Setup` tab while creating a batch	Changes UTM parameters only for the current batch. It does not change saved organization-wide or selected ad account defaults.
Ad-level override	`Launch` → `Edit individually` → `Setup` tab on the ad card	Changes UTM parameters only for that ad. The other ads in the batch keep the batch value.

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.

Open Settings

Go to Settings in the left navigation bar.

Open Default settings

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

Find UTM parameters section

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.

Open Settings

Go to Settings in the left navigation bar.

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.

Find UTM parameters

Find the UTM parameters section.

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.

Go to Launch

Go to Launch.

Open the Setup tab

While creating a batch, open the Setup tab in the launch form.

Change UTM parameter for the batch

Edit the UTM Parameters field. The change applies to every ad in the 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.

Change UTM for one ad

Use the ad-level override when a single ad in the batch should use its own UTM setup.

Go to Launch and turn on Edit individually

Go to Launch and turn on Edit individually in the toolbar above the ad previews.

Open the Setup tab on the ad card

Each ad card has its own tabs. Open the Setup tab on the ad you want to change.

Change UTM parameters for the ad

Edit the UTM Parameters field on the ad card. The label turns yellow, and the ad keeps this value even if you change the UTM parameters on the main form later. To go back to the batch value, click the yellow label.

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:

Parameter	What it describes
`utm_source`	The traffic source or platform, such as `facebook` or `tiktok`.
`utm_medium`	The traffic type or channel, such as `paid_social`.
`utm_campaign`	The campaign, launch, market, or naming structure. Dynamic values can use `{{campaign.name}}`.
`utm_term`	Ad set-level detail when your analytics structure uses it. Dynamic values can use `{{adset.name}}`.
`utm_content`	Creative or ad-level detail. Dynamic values can use `{{ad.name}}`.

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:

Check	Why it matters
You are editing the right layer	Organization-wide defaults affect all current and future ad accounts, selected ad account defaults affect one selected account, batch-level overrides affect only the current batch, and ad-level overrides affect only one ad.
Parameter names are spelled correctly	Analytics tools usually expect names like `utm_source`, `utm_medium`, `utm_campaign`, `utm_term`, and `utm_content`.
Values use the right separators	Use `&` between parameters and `=` between each parameter name and value.
Dynamic values match your reporting needs	`{{campaign.name}}`, `{{adset.name}}`, and `{{ad.name}}` make reporting easier when names are clear.

Common cases

I want one UTM setup for every current and future account

Set the organization-wide default from Settings → Default settings → UTM parameters.

I want a different UTM setup for one selected account

Go to Settings, select the ad account you want to adjust, and update UTM parameters for that selected account.

I only want to change one launch batch

Do not change the saved defaults in Settings. Go to Launch, open the Setup tab, and adjust UTM parameters for that batch.

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