URL tracking parameters in Campaign Manager

URL tracking parameters are unique snippets of text that you append to the end of an ad’s destination URL. These parameters act as identifiers, allowing advertisers to collect data about where their website traffic is coming from.

By including tracking parameters, you can pinpoint which campaigns, ads, or specific platforms are driving users to your site, allowing you to better optimize your marketing strategies, understand your audience’s behavior, and make data-driven decisions to improve your campaign performance.

Supported URL tracking parameters

You can add both static and dynamic URL parameters to your campaigns. When adding a URL parameter, you’ll add both the parameter key and value. The key is the label or name of what you’d like to track, while the value is the data or information returned.

Important to know

To improve clarity across Campaign Manager, we’re updating the naming of entities within the campaign hierarchy starting in October 2025. This change also impacts dynamic URL tracking parameters for campaign groups, campaigns, and ads, which you can review in the following table. Learn more about the changes to campaign hierarchy in Campaign Manager.

If you see the new hierarchy terms in Campaign Manager (such as ad sets), you’ll notice your existing ad sets with the previous naming will automatically update to use the new dynamic URL tracking parameters. When you create new ad sets or edit existing ad sets, you must use the new dynamic URL tracking parameters.

Review the following table to learn more about the supported static and dynamic URL parameters:

Parameter type	Current parameters	New parameters (starting Oct 2025)
Dynamic	Choose from supported options: ACCOUNT_ID ACCOUNT_NAME CAMPAIGN_GROUP_ID CAMPAIGN_GROUP_NAME CAMPAIGN_ID CAMPAIGN_NAME CREATIVE_ID CREATIVE_NAME	Choose from supported options: ACCOUNT_ID ACCOUNT_NAME CAMPAIGN_ID CAMPAIGN_NAME AD_SET_ID AD_SET_NAME AD_ID AD_NAME
Static	Supports any UTM parameter you choose. Common examples include: Source Medium Channel	Same as current parameters.

Here's a tip

Campaign URL parameters won’t replace or remove URL parameters that have been added to your ad’s destination URL. The full URL parameter will be a combination of account level, campaign level, and ad level parameters.

Supported characters for URL tracking parameters

When setting up your URL parameters, keep in mind that not all characters are supported. Use the following table to learn which characters are supported when setting up your URL parameters.

	Supported	Unsupported
Characters in the key	a-z, A-Z, 0-9, _	+, -, ?, !, <, >, \|, {, }, (, ), @, #, $, %, ^, *, ~, [, ]
Characters in the value	a-z, A-Z, 0-9, _, +, -	?, !, <, >, \|, {, }, (, ), @, #, $, %, ^, *, ~, [, ]

URL tracking parameters set up tips

Review the following table for tips and information on when and where to use tracking parameters, as well as how to set them up.

	Static parameters	Dynamic parameters
When to use it	You want to track a specific parameter and provide the value.	You want an automated way to dynamically insert a value.
Where to set up	Static parameters can be added at the account level, campaign level, and ad level.	Dynamic parameters can be added at the account or campaign level.
How to set up	Define the parameter key and value you'd like to track. Use an equals sign between the key and value.	Select a parameter key from the supported dynamic parameters. The value must be in all capital letters, with double curly brackets before and after it.
Example setup	utm_source=linkedin Utm_Source=LinkedIn UTM_SOURCE=LINKEDIN	campaign_id={{CAMPAIGN_ID}}

Here's a tip

To add multiple parameters, use an ampersand symbol (&) between parameters. For example:

campaign_id={{CAMPAIGN_ID}}&account_name={{ACCOUNT_NAME}}&utm_source=LinkedIn+social

Learn more

Third-party tracking