UTM Parameter Guide

What are UTM Parameters?

UTM parameters are short pieces of code added to the end of a URL. They allow you to track and identify where your website traffic is coming from. This helps you measure the performance of marketing campaigns, ads, and various online initiatives, ultimately enabling better attribution of sales and conversions to specific channels or individual ads.

When you use Bloom Analytics, adding UTM parameters to your ad URLs helps Bloom’s attribution models accurately identify the origin of the traffic (source) and the specific ad that led the user to your store (ad ID).

General Setup Steps

1. Identify the platform (Meta, Google Ads, Bing Ads or other platforms) where you want to track your campaigns.

2. Locate the appropriate tracking fields within that platform’s interface. This might be a “URL Parameters” field or a “Tracking Template” section.

3. Insert the recommended UTM parameter snippet for your platform.

4. Update any existing ad-group or campaign-level templates as necessary to ensure consistent tracking.

Platform-Specific Instructions

Meta (Facebook/Instagram)

Where to Add:

• Ads Manager > Ad Level > Tracking Settings > URL Parameters

Snippet to Use:

bl_source={{site_source_name}}&bl_content={{ad.id}}

Notes:

• {{site_source_name}} and {{ad.id}} are Meta’s dynamic parameters.

• By using these parameters, Bloom Analytics can identify the exact ad that brought the user to your site.

Google Ads

Where to Add:

• Google Ads > Tools & Settings > Setup > Preferences > Account Settings > Tracking

• Insert in the "Tracking template" field.

Snippet to Use:

{lpurl}?bl_source={{site_source_name}}&bl_content={{ad.id}}

Notes:

• {{site_source_name}} and {{ad.id}} are Google’s dynamic parameters that automatically populate with the relevant source and ad ID.

• You can apply tracking templates at the account, campaign, or ad-group level. A lower-level template (e.g., at the campaign or ad-group level) will override higher-level templates.

• Ensure all existing templates are updated to maintain uniform tracking.

Bing Ads (Microsoft Advertising)

Where to Add:

• Bing Ads > Campaigns > Settings > Account level options > Tracking template field

Snippet to Use:

{lpurl}?bl_source=bing&bl_content={adid}

Notes:

• bing is manually added as the source, and {adid} is Bing’s dynamic parameter.

• As with Google Ads, Bing Ads allows overriding templates at campaign level. Make sure no other tracking templates conflict with your setup.