Consistent UTMs let Stiddle tie ad spend, campaigns, and creatives to conversions without relying on platform IDs alone.

Meta Ads

Learn More

Google Ads

Learn More

Combining UTMs - Adding Stiddle UTMs to Existing UTMs

Learn More

ChatGPT

Learn More

Microsoft Ads (Bing)

TikTok Ads

LinkedIn Ads

Twitter / X Ads

Pinterest Ads

Snapchat Ads

YouTube Ads

AdRoll

StackAdapt

MNTN

Klaviyo

MailChimp

ActiveCampaign

Customer.Io

HubSpot

SMS (Twilio or Generic)

Google Organic

LinkedIn Organic

Recommended UTM schema for Custom Channels

Important Use this structure below only for non-Google Ads or Meta (Facebook) Ads. Stiddle tracks Google and Meta Ads using a different structure. Read more below.

Parameter	Example value	Notes
`utm_source`	`bing`, `pinterest`, `tiktok`	Lowercase, channel-based.
`utm_medium`	`paid_social`, `paid_search`	Match your reporting taxonomy.
`utm_campaign`	`2025-q1-prospecting`	Human-readable name or campaign ID.
`utm_content`	`video_a_cp15`	Creative or placement ID.
`utm_term`	`{{keyword}}`	Use for search keywords or audience names.

Testing UTMs

Use the Natvie Ad Platform and add the column UTM Parameter / Tracking Template to see if the Stiddle UTMs have been added.
Check Attribution Table → Columns → UTM columns / Tracking Template to ensure values populate within minutes.

Maintenance tips

Update the templates whenever you rename campaigns; consistent casing prevents duplicate rows.
Keep a shared spreadsheet of taxonomy rules so agencies and internal teams stay aligned.

Combining UTMs - Adding Stiddle UTMs to Existing UTMs

Adding the Stiddle UTM parameters to an ad with existing UTM parameters (both Google Ads, Facebook Ads, and others) If you are already using UTM parameters in your ad’s Tracking Template, you can simply add the following parameters to the end of your existing UTM parameter URL. To append new parameters to the end of your existing UTM parameter URL, simply add an “&” then add the new parameter. Here’s an example: Existing UTMs in place:

{lpurl}?utm_source=google&utm_keyword=advertiser

Stiddle UTM Tracking:

{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&gadid={{creative}}

Combined:

{lpurl}?utm_source=google&utm_keyword=advertiser&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&gadid={{creative}}

Important Please note that you should not use the name parameter twice in the same URL. For example if you are combining the Stiddle UTM parameters to an existing UTM parameter URL and they both have the same parameter such as utm_campaign=myfavoritecampaign and the Stiddle UTM parameter, utm_campaign=campaignId Stiddle will not be able to identify which parameter is a priority. In this case, please rename your existing parameter or simply add a “1” to the end of your existing (non-stiddle) parameter name.We recommend using the UTM parameter strings listed above that contain “st_” to avoid issues like this. We’ve built our own version of “utm_” to prevent issues with existing UTM parameters you may already be using. Using “st_” ensures Stiddle is tracking every parameter string correctly, without interference.

UTM Tracking Templates by Platform

(Copy & Paste Guide) All templates assume your destination URL is referenced as {lpurl} (or equivalent final URL field in each platform).

Meta (Facebook) Ads

Navigate to Data → UTM Manager.

Copy the UTM listed (same one as below):

?st_source=facebook&st_campaign={{campaign.id}}&st_adset={{adset.id}}&st_adid={{ad.id}}

Apply account-wide and on every ad that you want to track, so every ad inherits the same format and is not missed by Stiddle.
Important Please note that if your ads do not contain the following tracking parameters, Stiddle may not be able track and attribute your ads accurately. Make sure to double check each UTM after setting up.

Adding the UTM Parameters manually within Facebook When using Facebook Ads Manager, every ad you create or modify includes a Tracking section. Within this section, you’ll find a text field labeled “URL Parameters” where you can insert tracking parameters. For effective Pixel tracking, it’s essential to include our recommended tracking parameters in this field for each ad you wish to track. To streamline the process, you also have the option to edit multiple ads simultaneously on Facebook, eliminating the need to perform this task individually. Navigate to your Facebook Ads Manager account, either select an existing ad to edit or create an ad. Scroll down to the “Tracking” section, and paste your copied UTM parameter in the “URL Parameters” field within the Facebook ad. Simply select “Publish” in the bottom right corner. That’s it, you’re all set!

Important Please note that when updating the URL with your UTM parameter, your ad will go into “processing” status. When in this “processing” status, Facebook may stop spend on your ads - this can take up to one hour until your ads become live again. In some rare cases, updating the ad with a UTM parameter may cause Facebook to reset the ad’s social proof and may cause it to go back into the “learning phase”.

Verifying that UTM parameters are setup correctly on my ads You can quickly verify that your UTM parameters are set up correctly on your ads using the Ads Manager. Go to your Facebook Ads Manager, then navigate to the Ads tab. Simply select the “View Setup” toggle switch. You should now see a list of which ads have UTM parameters properly set up under the column “URL Parameters”. If an active ad doesn’t have a UTM parameter setup it will remain blank, if this is the case simply repeat the above process to add your UTM parameter to that ad. If you do not see the “URL parameter” column in your ads manager after selecting “View Setup”, select the “Columns: Setup” button, scroll down and select the “Customize Columns” button. From here, you will be able to select the columns you want to see in your Ads Manager. Simply search for “URL Parameter”, select, and click the “Apply” button at the bottom of the window. You should now see all of your UTM parameters listed for each ad.

Google Ads

Navigate to Data → UTM Manager.

Copy the UTM listed (same one as below):

{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}

Apply account-wide and on every ad that you want to track, so every ad inherits the same format and is not missed by Stiddle.

With Stiddle, there is also an option to auto-append UTMs with one click from Stiddle (for Google only). However, this may replace any existing UTMs you currently have, we highly recomened doing this process manually. Setting up UTM parameters for Google Ads

Important Please note that to set up UTM Parameters within a Google Ads account, you will need to have user or admin privileges to the ad account. A manager account (MCC) is also acceptable as long as you have access to the ad account.

If you are not currently using any existing UTM parameters in your Google ads that you’d like to track using Stiddle, this is the easiest way to set up your UTM parameter tracking. Login to your Stiddle account, select the workspace you’d like to start tracking, then navigate to your left hand menu and select “UTM Manager”. Select “Google Ads” from the top menu - you should now see your UTM parameter displayed for Google Ads. Simply copy the UTM parameter by clicking “Copy UTM”. Recommended Stiddle UTMs For Google Ads You can also copy the UTM parameter string from above. We recommend using the first UTM parameter string with “st_”. We’ve built our own version of “utm_” to prevent issues with existing UTM parameters you may already be using. Using “st_” ensures Stiddle is tracking every parameter string correctly, without interference. Where to manually add the UTM Parameters in Google When setting up your UTM parameters within Google Ads, make sure to follow ALL of the following steps. If a parameter is missing or a UTM is in the wrong place, Stiddle may not track and attribute your ads accurately. There are three places to add the Stiddle UTM Parameters within your Google Ads account. Step 1: Adding UTM Parameters to Account Settings Go to your Google Ads account, then navigate to the left hand menu and select “Account Settings”. This is found under the “Settings” menu tab. Navigate to the “Tracking” section, click to expand. Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save. You can also copy from here:

{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}

You’re all setup for your Google Account. Now you’ll need to add the Stiddle UTM parameters to your Campaign Settings. Proceed to the next step, “Campaign Settings”. Step 2: Adding UTM Parameters to Campaign Settings Navigate to the left hand menu and select “Campaign Settings”. This is found under the “Settings” menu tab. Next, select (using the checkbox selector) all campaigns (top checkbox) or select the specific campaigns you want Stiddle to track. Select the “Edit” dropdown, then scroll down and select “Change tracking templates”. Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save. You can also copy from here:

{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={{adGroupId}}&st_term={{keyword}}&st_adid={{creative}}

Step 3: Adding UTM Parameters to AdGroups Navigate to the left hand menu and select “AdGroups”. Next, select (using the checkbox selector) all ad groups (top checkbox) or select the specific ad groups you want Stiddle to track. Select the “Edit” dropdown, then scroll down and select “Change tracking templates”. Paste the Stiddle Google Ads UTM parameter. This is found above (and below) or copied from the Stiddle UTM manager page within your Stiddle workspace. Select save. You can also copy from here:

{lpurl}?st_source=google&st_medium=paid&st_campaign={{campaignId}}&st_content={

Microsoft Ads (Bing)

✅ Supports dynamic campaign, ad group, and keyword names

Template

{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_term={AdGroup}&utm_content={Keyword}

Example

https://example.com?utm_source=bing&utm_medium=cpc&utm_campaign=brand-search&utm_term=attribution&utm_content=stiddle

TikTok Ads

✅ Uses TikTok’s double-underscore macros

Template

{lpurl}?utm_source=tiktok&utm_medium=cpc&utm_campaign=__CAMPAIGN_NAME__&utm_term=__AID_NAME__&utm_content=__CID_NAME__

Example

https://example.com?utm_source=tiktok&utm_medium=cpc&utm_campaign=ugc-test&utm_term=interest-founders&utm_content=creator-01

LinkedIn Ads

✅ Supports dynamic names (ALL CAPS macros)

Template

{lpurl}?utm_source=linkedin&utm_medium=cpc&utm_campaign={{CAMPAIGN_NAME}}&utm_term={{AD_SET_NAME}}&utm_content={{AD_NAME}}

Example

https://example.com?utm_source=linkedin&utm_medium=cpc&utm_campaign=enterprise-saas&utm_term=revops-directors&utm_content=carousel-2

Twitter / X Ads

⚠️ Does not reliably support names — use IDs

Template

{lpurl}?utm_source=twitter&utm_medium=cpc&utm_campaign={{campaign_id}}&utm_term={{line_item_id}}&utm_content={{creative_id}}

Example

https://example.com?utm_source=twitter&utm_medium=cpc&utm_campaign=19283746&utm_term=56473829&utm_content=99887766

Pinterest Ads

✅ Supports dynamic campaign, ad group, and ad names

Template

{lpurl}?utm_source=pinterest&utm_medium=cpc&utm_campaign={campaign_name}&utm_term={adgroup_name}&utm_content={ad_name}

Example

https://example.com?utm_source=pinterest&utm_medium=cpc&utm_campaign=retargeting&utm_term=site-visitors&utm_content=pin-variation-a

Snapchat Ads

⚠️ Mostly ID-based (names not guaranteed)

Template

{lpurl}?utm_source=snapchat&utm_medium=cpc&utm_campaign={{campaign_id}}&utm_term={{ad_squad_id}}&utm_content={{ad_id}}

Example

https://example.com?utm_source=snapchat&utm_medium=cpc&utm_campaign=445566&utm_term=778899&utm_content=112233

YouTube Ads

(Managed via Google Ads → ValueTrack)

Template

{lpurl}?utm_source=youtube&utm_medium=cpc&utm_campaign={campaignid}&utm_term={adgroupid}&utm_content={creative}

Example

https://example.com?utm_source=youtube&utm_medium=cpc&utm_campaign=555666777&utm_term=999888777&utm_content=444333

AdRoll

✅ Supports campaign, ad group, and creative names

Template

{lpurl}?utm_source=adroll&utm_medium=cpc&utm_campaign={campaign_name}&utm_term={adgroup_name}&utm_content={ad_name}

Example

https://example.com?utm_source=adroll&utm_medium=cpc&utm_campaign=site-retargeting&utm_term=30-day&utm_content=static-banner-1

StackAdapt

⚠️ IDs recommended for consistency

Template

{lpurl}?utm_source=stackadapt&utm_medium=cpc&utm_campaign={campaign_id}&utm_term={line_item_id}&utm_content={creative_id}

Example

https://example.com?utm_source=stackadapt&utm_medium=cpc&utm_campaign=321654&utm_term=987123&utm_content=456789

MNTN

⚠️ ID-first platform

Template

{lpurl}?utm_source=mntn&utm_medium=cpc&utm_campaign={campaign_id}&utm_term={audience_id}&utm_content={creative_id}

Example

https://example.com?utm_source=mntn&utm_medium=cpc&utm_campaign=908172&utm_term=665544&utm_content=332211

Lifecycle & CRM Platforms

Klaviyo

Template

{lpurl}?utm_source=klaviyo&utm_medium=email&utm_campaign={{campaign.name}}&utm_content={{message.name}}

Example

https://example.com?utm_source=klaviyo&utm_medium=email&utm_campaign=welcome-series&utm_content=email-1

Mailchimp

Template

{lpurl}?utm_source=mailchimp&utm_medium=email&utm_campaign=*|CAMPAIGN_TITLE|*&utm_content=*|LINK|*

Example

https://example.com?utm_source=mailchimp&utm_medium=email&utm_campaign=monthly-newsletter&utm_content=cta-button

ActiveCampaign

Template

{lpurl}?utm_source=activecampaign&utm_medium=email&utm_campaign=%CAMPAIGNNAME%&utm_content=%LINKNAME%

Example

https://example.com?utm_source=activecampaign&utm_medium=email&utm_campaign=product-update&utm_content=learn-more

Customer.io

Template

{lpurl}?utm_source=customer.io&utm_medium=email&utm_campaign={{campaign.name}}&utm_content={{message.name}}

Example

https://example.com?utm_source=customer.io&utm_medium=email&utm_campaign=trial-nudge&utm_content=day-3

HubSpot

Template

{lpurl}?utm_source=hubspot&utm_medium=email&utm_campaign={{campaign.name}}&utm_content={{cta.name}}

Example

https://example.com?utm_source=hubspot&utm_medium=email&utm_campaign=q1-launch&utm_content=request-demo

SMS (Twilio or Generic)

Template

{lpurl}?utm_source=twilio&utm_medium=sms&utm_campaign={Campaign}&utm_content={MessageName}

Example

https://example.com?utm_source=twilio&utm_medium=sms&utm_campaign=promo-blast&utm_content=shortlink

Organic & Referral

Google Organic

https://example.com?utm_source=google&utm_medium=organic&utm_campaign=seo

LinkedIn Organic

https://example.com?utm_source=linkedin&utm_medium=organic&utm_campaign=organic-post

ChatGPT

https://example.com?utm_source=chatgpt&utm_medium=referral&utm_campaign=ai-discovery

Final Notes

Do not mix names and IDs within the same platform
Paid traffic must always include utm_medium=cpc or utm_medium=cpc
Email must always include utm_medium=email
Direct traffic should not include UTMs

​Skip to a specific section or begin scrolling

Meta Ads

Google Ads

Combining UTMs - Adding Stiddle UTMs to Existing UTMs

ChatGPT

Microsoft Ads (Bing)

TikTok Ads

LinkedIn Ads

Twitter / X Ads

Pinterest Ads

Snapchat Ads

YouTube Ads

AdRoll

StackAdapt

MNTN

Klaviyo

MailChimp

ActiveCampaign

Customer.Io

HubSpot

SMS (Twilio or Generic)

Google Organic

LinkedIn Organic

​Recommended UTM schema for Custom Channels

​Testing UTMs

​Maintenance tips

​Combining UTMs - Adding Stiddle UTMs to Existing UTMs

​UTM Tracking Templates by Platform

​Meta (Facebook) Ads

​Google Ads

​Microsoft Ads (Bing)

​Template

​Example

​TikTok Ads

​Template

​Example

​LinkedIn Ads

​Template

​Example

​Twitter / X Ads

​Template

​Example

​Pinterest Ads

​Template

​Example

​Snapchat Ads

​Template

​Example

​YouTube Ads

​Template

​Example

​AdRoll

​Template

​Example

​StackAdapt

​Template

​Example

​MNTN

​Template

​Example

​Lifecycle & CRM Platforms

​Klaviyo

​Template

​Example

​Mailchimp

​Template

​Example

​ActiveCampaign

​Template

​Example

​Customer.io

​Template

​Example

​HubSpot

​Template

​Example

​SMS (Twilio or Generic)

​Template

​Example

​Organic & Referral

Skip to a specific section or begin scrolling

Recommended UTM schema for Custom Channels

Testing UTMs

Maintenance tips

Combining UTMs - Adding Stiddle UTMs to Existing UTMs

UTM Tracking Templates by Platform

Meta (Facebook) Ads

Google Ads

Microsoft Ads (Bing)

Template

Example

TikTok Ads

Template

Example

LinkedIn Ads

Template

Example

Twitter / X Ads

Template

Example

Pinterest Ads

Template

Example

Snapchat Ads

Template

Example

YouTube Ads

Template

Example

AdRoll

Template

Example

StackAdapt

Template

Example

MNTN

Template

Example

Lifecycle & CRM Platforms

Klaviyo

Template

Example

Mailchimp

Template

Example

ActiveCampaign

Template

Example

Customer.io

Template

Example

HubSpot

Template

Example

SMS (Twilio or Generic)

Template

Example

Organic & Referral

Google Organic

LinkedIn Organic

ChatGPT

Final Notes