Welcome to the UTM Guidelines for Cart.com!
UTM parameters are critical for accurately tracking and analyzing your ad campaign data. It's important to implement these parameters on every ad platform you use. If you don't, much of your data will be placed in the default "Other" channel and campaign and creative names will be listed as "N/A" or "Not Set", making it difficult to segment and analyze your data.
Think of the impact of analyzing and attributing your data to the proper sources!!
To ensure your data is properly tracked and categorized, please follow the instructions below for each ad platform you use. If you advertise on a platform that is not listed, please contact datascience@cart.com for assistance.
Thank you for following these guidelines and for using Cart.com!
Overview:
- Below are the UTM Guidelines that your team should be adhering to when trafficking your ad campaigns. This must be done on each ad platform you are advertising on so that any attribution tool you utilize will know how to categorize your web analytics data into Channels, Ad Platforms, Campaigns, and Creatives.
Impact of not utilizing UTM parameters:
- Cart.com requires that every user of UA utilize manual UTM parameters on EVERY ad platform.
- UTMs are a critical part to seeing your data categorized properly. If this is not adhered to, then much of your data will be bucketed into a default channel of Other and campaign and creative names will be N/A or Not Set, leaving you unable to segment your data in meaningful ways.
How to implement UTM parameters for each ad platform:
- If you advertise on a platform that is not listed in the instructions below, please contact datascience@cart.com for assistance with implementing UTM parameters. Our team will be happy to help.
- Please follow the instructions listed below for each ad platform.
Google Analytics UTM Guide: |
|||||||||
| REQUIRED | OPTIONAL | ||||||||
| UTM Parameters (These are the actual values you will put into the utm_parameters listed below. What is listed beneath the UTM parameters help show what those values are translated into with Unified Analytics) |
The dynamic url shows you an example of how the query string parameters should be added to your trafficking templates in your ad platform so that the utm parameters are always present visibly present on the landing page url (even if using auto tagging you want to ensure to add the parameters) | ||||||||
| utm_source | utm_medium | utm_campaign | utm_content | utm_term | utm_id | ||||
Channel/ Parameter |
Ad Platform |
Vendor |
Channel |
Campaign L1 |
Campaign L2 |
KW or Creative |
Keycode |
Tagging Type |
Dynamic URL |
| PAID SEARCH | Google Ads | cpc | campaign | adgroup | keyword | SF campaign code | Auto & Manual | Set up in Account > Setting > UTM Tracking | If you utilize keycodes, this needs to be added under utm_id manually. | |
| Bing | bing | cpc | campaign | adgroup | keyword | SF campaign code | Auto & Manual | Set up in Account > Setting > UTM Tracking | |
| PAID SOCIAL | social_paid | campaign | adset | ad | SF campaign code | Dynamic & Manual | utm_source=facebook&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id=(KEYCODE needs to be added manually)&cart_CID=&cart_AdID=0 | ||
| social_paid | campaign | adset | ad | SF campaign code | Dynamic & Manual | utm_source=facebook&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id=(KEYCODE needs to be added manually) | |||
| social_paid | campaign | adgroup | ad | SF campaign code | Auto & Manual | utm_source=pinterest&utm_medium=social_paid&utm_campaign=[campaign_name]&utm_content=[adgroup_name]&utm_term=[**creative(manual)] | |||
| social_paid | campaign | adgroup | ad | n/a | Dynamic & Manual | utm_source=reddit&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term= | |||
| Snapchat | snapchat | social_paid | campaign | adset | creative | SF campaign code | Dynamic & Manual | utm_source=snapchat&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id=(KEYCODE needs to be added manually) | |
| social_paid | campaign group | campaign | ad | SF campaign code | Manual | utm_source=linkedin&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id= | |||
| TikTok | tiktok | social_paid | campaign | adgroup | ad | SF campaign code | Manual | utm_source=tiktok&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| social_paid | campaign | adset | creative | SF campaign code | Manual | utm_source=twitter&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id= | |||
| social_organic | campaign | (blank) | creative | SF campaign code | Manual | utm_source=facebook&utm_medium=social_organic&utm_campaign=&utm_content=&utm_term=&utm_id= | |||
| DISPLAY | Google Ads | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=google&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Amazon | amazon | display | Portfolio | campaign | ad | SF campaign code | Manual | utm_source=amazon&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| AdAdapted | adadapt | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=adadapt&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Criteo | criteo | display | campaign | adset | ad | SF campaign code | Manual | utm_source=criteo&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| StackAdapt | stackadapt | display | campaign group | adgroup | ad | SF campaign code | Manual | utm_source=stackadapt&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Tapjoy | tapjoy | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=tapjoy&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Perform Media | perfmm | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=perfmm&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| CM360 (DCM) | ** each vendor | display | package | placement | creative | SF campaign code | Manual | utm_source=** each vendor&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Verizon | verizon | display | campaign | (blank) | creative | SF campaign code | Manual | utm_source=verizon&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Outbrain | outbrain | display | campaign | (blank) | creative | SF campaign code | Manual | utm_source=outbrain&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Nextdoor | nxtdr | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=nxtdr&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| SharpSpring | sharpspring | display | campaign | (blank) | ad | SF campaign code | Manual | utm_source=sharpspring&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Realtor.com | realtor | display | campaign | line item | line item | SF campaign code | Manual | utm_source=realtor&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| DV360 | dv360 | display | campaign | lineitem | creative | SF campaign code | Manual | utm_source=dv360&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| VIDEO | Google Ads | youtube | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=youtube&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= |
| YouTube | youtube | display | campaign | adgroup | ad | SF campaign code | Manual | utm_source=youtube&utm_medium=display&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Hulu | hulu | video | campaign | adgroup | ad | SF campaign code | Manual | utm_source=hulu&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Roku | roku | video | campaign | adgroup | ad | SF campaign code | Manual | utm_source=roku&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Zefr | zefr | video | campaign | adgroup | ad | SF campaign code | Manual | utm_source=zefr&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| The Trade Desk | tradedesk | video | campaign | adgroup | ad | SF campaign code | Manual | utm_source=tradedesk&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Amazon | amazon | video | portfolio | campaign | ad | SF campaign code | Manual | utm_source=amazon&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| Verizon | verizon | video | campaign | (blank) | ad | SF campaign code | Manual | utm_source=verizon&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| True X | truex | video | campaign | adgroup | ad | SF campaign code | Manual | utm_source=truex&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| DV360 | dv360 | video | campaign | adgroup | creative | SF campaign code | Manual | utm_source=dv360&utm_medium=video&utm_campaign=&utm_content=&utm_term=&utm_id= | |
| AFFILIATE | Pepperjam | pepperjam | affiliate | publisher ID | (blank) | (blank) | SF campaign code | Dynamic | Reach out to Pepperjam team to adjust dynamic tagging params. The change has to be made in 72 hours |
| Attentive | attentive | message name | (blank) | (blank) | SF campaign code | Dymanic | utm_source=attentive&utm_medium=email&utm_campaign=&utm_content=&utm_term=&utm_id= | ||
| Hubstop | hubspot | email name | (blank) | series | SF campaign code | Dymanic | utm_source=hubspot&utm_medium=email&utm_campaign=&utm_content=&utm_term=&utm_id= | ||
| Sakari | sakari | name | (blank) | series | SF campaign code | Dymanic | utm_source=sakari&utm_medium=email&utm_campaign=UTM Guidelines&utm_content=&utm_term=&utm_id= | ||
| Clarity | clarity | campaign | (blank) | series | SF campaign code | Dymanic | utm_source=clarity&utm_medium=email&utm_campaign=&utm_content=&utm_term=&utm_id= | ||
| Dot Digital | dotdigital | parent campaign | sub campaign | campaign name | SF campaign code | Dymanic | utm_source=dotdigital&utm_medium=email&utm_campaign=&utm_content=&utm_term=&utm_id= | ||
| Klaviyo | klaviyo | campaign | flows | (blank) | SF campaign code | Dymanic | Set up in Account > Setting > UTM Tracking | ||
| SMS | Attentive | attentive | sms | message name | (blank) | (blank) | SF campaign code | Dymanic | utm_source=attentive&utm_medium=sms&utm_campaign=&utm_content=&utm_term=&utm_id= |