Why is it important to set up tracking parameters properly?

Tracking parameters are snippets of code added to the end of a URL (after the question mark "?"). Convbox relies primarily on these parameters to track where your traffic comes from and measure your campaign performance. Proper setup is the foundation for obtaining comprehensive and accurate data analysis.

Parameters Template and Setup Guide

Facebook Ads

Copy the parameter template below and paste it into the "Tracking - URL Parameters" field when creating your Facebook Ads, or simply append it to any existing parameters you use.

• Full Version (Recommended):

ot_source=facebook&ot_medium=paidads&ot_cam={{campaign.id}}&ot_camn={{campaign.name}}&ot_grp={{adset.id}}&ot_grpn={{adset.name}}&ot_ad={{ad.id}}&ot_adn={{ad.name}}&ot_subch={{site_source_name}}&ot_pl={{placement}}

• Short Version:

ot_source=facebook&ot_medium=paidads&ot_ad={{ad.id}}

Version Difference:

• Full Version: Provides detailed reports at the campaign, ad set, and ad level.
• Short Version: Provides channel-level reporting only.

Google Ads

Copy the parameter template below and paste it into "Admin - Account Settings - Tracking - Tracking template" of your Google Ads account or MCC. This account-level setting will apply to all ads.

Template:

{lpurl}?ot_source=google&ot_medium=paidads&ot_cam={campaignid}&ot_grp={adgroupid}&ot_ad={creative}

Q1: I configured the account-level tracking template in Google Ads, but some campaigns already have existing tracking settings. What happens?

Google Ads rule: More specific settings override more general ones (Priority: Keyword > Ad > Ad Group > Campaign > Account). This means if you have set a tracking template at the campaign level, the account-level setting will not be effective for that campaign. You need to manually set the Convbox parameters in those specific campaigns, ad groups, or ads.

Q2: How to properly distinguish Shopping campaign and Free Listing traffic?

It is recommended to set the GMC (Google Merchant Center) Feed fields as follows:

• link: The original URL with UTM parameters that identify it as from organic Free Listing.
• ads_redirect: Set to the original URL only (without parameters). Google Ads will append its tracking parameters when the ad is clicked.
• canonical link: Set to the original URL, which helps Search Engine Optimization (SEO).

Q3：I set up the account-level tracking template as required, but there is still traffic that isn't correctly appended tracking parameters. What's going on?

It might be that some of your campaigns, such as Discovery or DemandGen, are being displayed on the Google Display Network (GDN), which includes traffic from media outside of Google. Ads on the GDN undergo a separate review process. Even after you have updated the account level tracking template, ads delivered to external traffic may still be running the version approved before the update. You can wait for Google to re-review these ads, which could take several weeks, or you can just set tracking template for these ads to manually trigger ad review.

TikTok Ads

Use the template below as your TikTok ads tracking parameters.

?ot_source=tiktok&ot_medium=paidads&ot_cam=__CAMPAIGN_ID__&ot_camn=__CAMPAIGN_NAME__&ot_grp=__AID__&ot_grpn=__AID_NAME__&ot_ad=__CID__

Bing Ads

Copy the parameters provided below and paste them into the "Destination URL" field of your new Bing Ads.

{lpurl}?ot_source=bing&ot_medium=paidads&ot_cam={CampaignId}&ot_camn={Campaign}&ot_grp={AdGroupId}&ot_grpn={AdGroup}&ot_ad={AdId}&ot_target={TargetId}&ot_subch={Network}&ot_kw={Keyword}

Snapchat Ads

Use the template below as your Snapchat ads tracking parameters.

?ot_source=snapchat&ot_medium=paidads&ot_cam={{campaign.id}}&ot_camn={{campaign.name}}&ot_grp={{adSet.id}}&ot_grpn={{adSet.name}}&ot_ad={{ad.id}}

Pinterest Ads

Use the template below as your Pinterest ads tracking parameters.

?ot_source=pinterest&ot_medium=paidads&ot_cam={campaignid}&ot_camn={campaign_name}&ot_grp={adgroupid}&ot_grpn={ad_group_name}&ot_ad={adid}

Criteo

Copy the parameters below and paste them into the "Ad Tracking - Suffixes" field in your Criteo Ads settings.

?ot_source=criteo&ot_medium=paidads&ot_cam={{criteo_campaign_id}}&ot_grp={{adsetid}}&ot_ad={{adid}}

Note: Criteo currently does not support 'campaign name' macros. If you want to track and view campaign names in our report, you can use these parameters and replace them yourself:

ot_camn=replace_specific_criteo_campaign_name_here&ot_grpn=replace_specific_criteo_adset_name_here&ot_adn=replace_specific_criteo_ad_name_here

Social & Influencers Traffic

For non-ad campaigns on social media and communities, please use Convbox's URL Builder tool to generate your tracking links. This helps track campaign traffic while distinguishing it from paid ads on the same media (e.g., Facebook, Pinterest, TikTok).

Examples:

• Facebook Social Post: ot_source=facebook&ot_medium=social&ot_cam=your_campaign_name
• Facebook Influencers: ot_source=facebook&ot_medium=influencers&ot_cam=your_campaign_name&ot_term=influencer_name

Frequently Asked Questions

Q1: I already have my own UTM framework. What should I do?

No need to change your existing framework! Simply append Convbox's parameters (e.g., ot_source=facebook&ot_medium=paidads&ot_ad={{ad.id}}) after all your existing parameters.

Example:

Original: utm_source=fbads&utm_medium=paidsocial&utm_campaign=Spring_Promotion

Appended: utm_source=fbads&utm_medium=paidsocial&utm_campaign=Spring_Promotion&ot_source=facebook&ot_medium=paidads&ot_ad={{ad.id}}

Q2: What about my old running ads without these parameters?

In addition to our recommended parameter template, we also identify many commonly used UTM parameters. Click to check whether your parameters are supported. If not, you can use custom traffic rule to identify them.

Updated on: 17/09/2025