LTV Numbers
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Guide to UTM Tracking

Facebook Tracking Template

Place the code below in the "URL Parameters" field under "Tracking" at the ad level:
Facebook Tracking Template
utm_source=facebook_paid&utm_medium={{adset.name}}&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

YouTube Tracking Template

Place the code below in the "Ad URL Options" field at the "Ads & extensions" level:
YouTube Tracking Template
utm_source=youtube_paid&utm_medium={adgroupid}&utm_campaign={campaignid}&utm_content={creative}

UTM Information

Sources:
There are 5 UTM tags with a hierarchy (as defined by Google’s Campaign URL Builder). They are:
  • Campaign Source (utm_source) – Identifies the source of the traffic (search engine, newsletter, facebook, etc.)
    • Values: search, newsletter, facebook, instagram, youtube, email, linkedin, twitter
  • Campaign Medium (utm_medium) – Identifies the medium which is sending the traffic (email, blog post, podcast, social, retargeting, etc.)
    • Values: email, blog post, podcast, social, retargeting
  • Campaign Name (utm_campaign) – Used to identify a particular campaign being run (an email campaign sequence, or a Facebook ad campaign)
    • Used to group links into an overall campaign. Name of a promotion (ie. indoctrination, chistmas_sale)
  • Campaign Term (utm_term) – Identifies any keyword terms used to refer to the traffic. Used mainly in pay-per-click ads where you’re bidding on keywords.
    • Only relevant when source = search
  • Campaign Content (utm_content) – Used to differentiate different ads which point to the same URL.
    • Determined by nature of content in order to tell links apart that go to the same page
    • Values: email1, email2, education, funny, entertainment, crazy_jump
  • utm_source
    • email, paid_email
  • utm_medium
    • broadcast, sequence or followup, cpa, cpm
    • email_broadcast, email_sequence, email_cpa, email_cpm
  • utm_campaign
    • [product_name], [sequence_name]
    • examples: 30_day_challenge, quiz_followup
  • utm_content
    • broadcast_20200615, quiz_followup_1, quiz_followup_2