Tip
Create links with this UTM tag generator for use on all social networks including Instagram, Pinterest, Twitter Ads, LinkedIn, VK and more. This will help you track social traffic that Google Analytics doesn’t see.
Hidden social referral traffic shows that you can’t rely on metrics alone – they’re not accurate.
Reference: Google Ads Dynamic Insertion Options
| Parameter |
What will be substituted for {parameter} |
| {keyword} |
Keyword for which the ad was shown |
| {placement} |
The domain of the site from which the ad was clicked – only for GDN |
| {creative} |
ID ad |
| {network} |
Where the click came from: from Google Search, from a search partner, or from the contextual media network (letters g, s, and d, respectively) |
| {matchtype} |
Type of keyword match: exact, phrase, or broad (letters e, p, and b, respectively) |
| {adposition} |
As of September 30, 2019, the {adposition} parameter will return an empty string because Average position canceled |
| {device} |
Which device the click came from: cell phone, tablet or desktop/portable. (letters m, t, and c, respectively) |
| {devicemodel} |
Make and model of device (e.g. Apple+iPhone), if the click was from a phone or tablet (only for GDN) |
| {target} |
The category to which the accommodation in the PBC belongs (e.g. travel or sports) |
Reference: Facebook Dynamic Insertion Options
| Parameter |
What will be substituted for {parameter} |
| {{ad.id}} |
ID ad |
| {{adset.id} |
Ad group ID |
| {{campaign.id}} |
Campaign ID |
| {{ad.name}} |
Ad name |
| {{adset.name}} |
Adset name |
| {{campaign.name}} |
Campaign name |
Reference: Yandex.Direct Dynamic Insertion Options
| Parameter |
What will be substituted for {parameter} |
| {keyword} |
Key phrase for which the ad was shown |
| {source_type} |
Type of site where the ad is shown: search – search site, context – thematic (only РСЯ) |
| {source} |
Site domain РСЯ |
| {position_type} |
Block type, if the display occurred on the page with Yandex search results: premium – special placement, other – block at the bottom, none – the block is not in the Yandex search |
| {position} |
The exact position of the ad in the block: the number of positions in the block and 0 – if the ad was shown on the thematic site РСЯ |
| {addphrases} |
Click from “additional relevant phrases”? («yes» или «no») |
| {campaign_id} |
Campaign ID |
| {ad_id} или {banner_id} |
Номер Ad ID |
| {phrase_id} |
Phrase_id ID |
| {retargeting_id} |
Number (ID) of retargeting conditions |
| {gbid} |
Group ID |
.
UTM tags against «dark social»
“Dark social” is a term you’ll have to learn if you don’t use UTM tags.
The biggest problem is that Google Analytics hides most of the traffic from Facebook, Vk and other social networks. Facebook and Google track visitors differently, so the analytics results are unreliable and it’s hard for the user to decide which platform to trust.
The difference between the number of clicks on Facebook and the data from Google Analytics, was noticed back in 2014, but the problem persists now.
One of the main reasons for this difference is that Facebook Ads sends people to an embedded browser after they click a link. These browsers don’t work the same way as traditional browsers. This means that interactions with content will not appear as referral traffic from Facebook, although technically they do.
The problem is solved by using an online UTM generator (Builder) for each social network: Twitter, Pinterest, VK, Instagram, etc.
The Builder corrects errors in UTM generation
- Replaces spaces in labels with underscores.
- Automatic transliteration from Cyrillic to Latin, which is understood by analytics systems.
- Translates all letters to lower case.
- Checks the final URL of the utm label to make sure it contains only one “?”.
- Controls that each parameter starts with an ampersand “&”.
- Inside the parameter values, it replaces “&” with “+” and replaces all other characters except “+”, “-” and “_” with a hyphen.
