Getting Started with Unified Analytics
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      UTM Guidelines

      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 google 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 Facebook facebook 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
      Facebook instagram 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)
      Pinterest pinterest 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)]
      Reddit reddit 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)
      LinkedIn linkedin 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=
      Twitter twitter social_paid campaign adset creative SF campaign code Manual utm_source=twitter&utm_medium=social_paid&utm_campaign=&utm_content=&utm_term=&utm_id=
      Facebook facebook 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 google 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
      EMAIL Attentive attentive email 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 email name (blank) series SF campaign code Dymanic utm_source=hubspot&utm_medium=email&utm_campaign=&utm_content=&utm_term=&utm_id=
      Sakari sakari email 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 email campaign (blank) series SF campaign code Dymanic utm_source=clarity&utm_medium=email&utm_campaign=&utm_content=&utm_term=&utm_id=
      Dot Digital dotdigital email 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 email 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=