Best practices when adding UTM parameters

Setting up UTMs in a URL can be prone to errors, including inconsistent naming, typos, or missing parameters, leading to flawed tracking and unreliable data. To prevent this, it's essential to follow best practices and use appropriate tools. Refer to the below tips on URL setup and common pitfalls to ensure accurate and effective tracking.

Tips and considerations while setting up TikTok ads URL

1. Always add UTM parameters to your ads

   • Many site analytics tools rely on UTM parameters to track the source, medium, and campaign details of visits to your website, providing insights into traffic origin and performance. Tagging your ads with UTM parameters is always a best practice, as it allows you to evaluate both the quantity and quality of visits, as well as conversions from your TikTok ad campaigns. To ensure proper tracking, you need to set up UTM parameters in your TikTok Ads. Learn more about UTM parameters.

2. Use a link builder tool to add UTM parameters

   • URL parameters (key/value pairs) can be added at the end of advertiser's web URL followed by a '?' and multiple link parameters separated by an '&' or ';' sign. If you are unsure about how to properly syntax your URL, it is recommended to use a URL builder tool.

   • TikTok Ads Manager platform offers a URL parameter builder tool for advertisers. This user-friendly feature allows advertisers to efficiently create and manage UTM parameters, ensuring that their tracking is accurate and streamlined across all their marketing channels.

3. Use TikTok Auto attach to automatically add UTM parameters

   • 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 UTM auto attach.

4. Preview your ads before launching

   • It is always a best practice to preview your ads as soon as they have been set up and perform some test clicks/conversions to make sure the URL is not broken and there are no issues on the advertiser's landing page. Learn how to preview ads on TikTok Ads Manager.

Common Mistakes to avoid

1. Mixing up UTM parameters in a URL

   • UTM parameters can be confusing. Though it’s a common mistake, accidentally switching UTM parameters can confuse and decrease the quality of your data. One of the most common errors is switching the 'source' and 'medium' UTM parameters. To keep them straight, think of the source as the 'where' and the medium as the 'how.' For example, if a visitor arrives from a paid TikTok ad, the source is 'TikTok,' but the medium is 'paid.' Similar to the 'source' and 'medium' parameters, it's important to be mindful when setting up other UTM parameters for your campaigns. Ensure you use the correct key-value pairs to accurately track and analyze your ad performance.

2. Using wrong UTM parameters across channels

   • Mixing up UTM parameters across channels/sources can lead to significant tracking issues. For instance, using a different ad platform source UTM for TikTok ads can misclassify the traffic, causing inaccurate data on where visitors are coming from. This can impact your ability to measure campaign performance correctly, make data-driven decisions, and optimize future ads. To avoid this mistake, double-check your UTM parameters and ensure each one reflects the accurate channel and intent of your campaign.

3. Duplication of UTM parameters in a URL

   • If there are duplicate UTM parameters in the URL, such as in the following example: https://www.example.com?utm_source=tiktok&utm_medium=paid&utm_source=tiktokads

   • A third-party analytics tool (e.g., GA) may only consider the last set value for utm_source,in this case, 'tiktokads.' Therefore, it is always recommended to maintain consistent naming conventions to avoid discrepancies in tracking.

4. UTM parameters are case-sensitive

   • UTM parameters are case sensitive and so third party analytics may consider both these URLs different

     • https://www.example.com?utm_medium=social&utm_source=TikTok

     • https://www.example.com/?utm_medium=social&utm_source=tiktok

   • Use a naming convention for setting values to your UTM parameters and try to keep this convention consistent across campaigns. Also, if you are using macros to pass these values into your UTM parameters, try to follow a consistent naming convention for your campaigns, adgroups and ads.