Recommended UTM parameters

Channel classification reacts to exact utm_medium values (case-insensitive):

• cpc or paid_search → Paid Search
• paid_social → Paid Social
• email → Email
• referral (with a utm_source) → Referral
• anything else with a utm_source → Campaign

utm_source becomes the source value — normalized to canonical platform names by default (googleads → Google Ads, ig → Instagram; see the alias table), or byte-for-byte with the per-license verbatim toggle. Beyond the six standard params (source, medium, campaign, term, content, placement), the tag also freezes these URL params into every touch by default: matchtype, network, device, campaignid, adgroupid — mappable in your field map as e.g. first.adgroupid / last.adgroupid.

Set as the tracking template at account level (Admin → Account settings → Tracking) so it applies everywhere:

{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}&utm_placement={network}&adgroupid={adgroupid}&matchtype={matchtype}&device={device}

• {campaignid} passes the numeric ID — Google has no campaign-name ValueTrack macro. Match IDs to names in your reporting, or maintain per-campaign static names instead.
• Don't use {adposition} — Google deprecated it and it now returns an empty value.
• {network} returns g (Google Search), s (search partners), or d (Display).
• The gclid is appended by autotagging automatically — even with no template at all, Google clicks classify as Paid Search.

Paste into the ad's URL parameters field (Ads Manager → ad level → Tracking). No {lpurl} — Meta appends these to your link:

utm_source={{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}&utm_placement={{placement}}

• utm_medium=paid_social is what classifies the visit as Paid Social. Don't use cpc here — that value means Paid Search.
• {{site_source_name}} resolves to fb, ig, msg, or an — which app drove the click. In the default normalized mode the source field reads Facebook / Instagram / Messenger / Audience Network, matching what organic traffic from those platforms reports. (Verbatim mode passes fb/ig through as-is.)
• Meta's dynamic parameters use double curly braces and resolve to names, not IDs. Google-style {keyword} macros do not work on Meta — they pass through as literal text.
• Name-based values freeze when the ad is published; renaming a campaign later doesn't update them.

Account-level tracking template. Microsoft's {Campaign} macro passes the campaign name:

{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_term={keyword}&utm_content={AdId}

Even without a template, autotagging's msclkid alone classifies the visit as Paid Search / Bing.

LinkedInhas no dynamic URL macros — set static UTMs per campaign on each ad's destination URL:

utm_source=linkedin&utm_medium=paid_social&utm_campaign=YOUR_CAMPAIGN_NAME

TikTok clicks carry a ttclidthat classifies them as Paid Social / TikTok automatically; add static UTMs (or TikTok's __CAMPAIGN_NAME__-style macros) for campaign detail:

utm_source=tiktok&utm_medium=paid_social&utm_campaign=__CAMPAIGN_NAME__

Email links should carry utm_medium=email plus a utm_source (e.g. newsletter) and utm_campaign per send.