About UTM parameters
UTM parameters are customizable text snippets added to the URL to track website traffic. They help you understand how people arrived at your site. UTM parameters are typically used by advertisers who employ third-party tools to analyze how users interact with their website after arriving from a traffic source.
UTM Parameters for TikTok Ads
There are five commonly used UTM parameters to classify website traffic:
utm_source: Used to identify the app, site, or publisher that brings traffic to your website. For example, https://www.example.com?utm_source=tiktok
utm_medium: Used to understand the advertising or marketing medium including cpm, cpc, banner, and video. For example, https://www.example.com?utm_medium=cpc
utm_campaign: Used to understand the individual campaign name, slogan, or promo code. For example, https://www.example.com?utm_campaign=blackfridaypromo
utm_term: Used to identify paid search keywords. For example, https://www.example.com?utm_term=adname Note: When you run ads on TikTok, you can use this parameter to create your own string which contains the ad group name, targeting, etc.
utm_content: Used to identify the creative content used for a promotion including ad name, CTA text, asset, or color. For example, https://www.example.com?utm_content=buynow
You can also combine UTM parameters into a single URL by using "&" between each parameter. For example, https://www.example.com?utm_medium=cpc&utm_source=tiktok
Using macros to add dynamic values to your parameters
Advertisers can also utilize our macros to dynamically pass campaign or placement-related values in their URLs. This is especially useful for those managing a large number of campaigns, ad groups, or ads. TikTok offers a set of supported macros that allow you to dynamically pass campaign and placement values within your URL.
Below is a list of available macros along with their corresponding parameters:
Macro | Expands to the following value |
__CAMPAIGN_NAME__ | Name of the Campaign |
__CAMPAIGN_ID__ | Campaign ID |
__AID_NAME__ | Name of the Ad Group |
__AID__ | Ad Group ID |
__CID_NAME__ | Name of the Creative |
__CID__ | Creative ID |
__PLACEMENT__ | Placement type (TikTok, Pangle) |
We recommend advertisers to leverage our TikTok URL builder tool to setup UTM parameters for their TikTok ads. Also, TikTok offers an option to automatically add UTM parameters (e.g., utm_source, utm_medium) to your ad URL. We recommend enabling this feature to ensure that you don't miss adding important UTM parameters, allowing you to track your ads comprehensively. Learn more about how to auto or manually add UTM parameters.
Learn more about the best practices when adding UTM parameters.