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Why Including campaign_id and UTM Parameters is Essential for Accurate Ad Attribution

To provide accurate and verifiable ad performance insights, Vaudit matches user events tracked by the Vaudit Pixel on your site with data from ad platforms like Facebook, Google Ads, and others.  For this matching to work effectively, it's critical that the URLs in your ads contain complete campaign information, especially the campaign_id, along with standard UTM parameters.

What Happens If Parameters Are Missing?

When someone clicks your ad, the Vaudit Pixel captures their session and activities. We try to match that visit to the exact campaign using data passed in the URL.

If essential information like campaign_id, utm_source, or utm_campaign is missing:

  • We can’t identify which exact campaign drove that user.

  • Attribution becomes partial or incorrect.

  • You lose clarity on what ads are actually working.

What You Should Include in Every Ad URL

Parameter

Purpose

campaign_id

Most important. Unique ID assigned by the ad platform. Enables exact matching.

utm_source

Identifies the traffic source (e.g., facebook, google, linkedin)

utm_medium

Indicates how the traffic was delivered (e.g., cpc, social, email)

utm_campaign

Describes the campaign name for context (e.g., black_friday_sale)

utm_content

Differentiates ad creatives (e.g., video1, headlineA)

utm_term

(Optional) Tracks keywords for search campaigns

Each of these plays a role in our tracking. But without campaign_id, we can’t reliably verify campaign performance from the source platform.

Example of a Well-Tagged Ad URL

https://yourwebsite.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=black_friday_sale&utm_content=carousel_ad1&campaign_id=123456789


Why this works:

  • We know the platform (facebook)

  • We know it’s a paid ad (cpc)

  • We know the campaign context (black_friday_sale)

  • We know the creative variant (carousel_ad1)

  • We have an exact campaign match via campaign_id

This gives us 100% confidence when linking website events to ad campaigns in your Vaudit audits.

What a Poorly Tagged URL Looks Like

https://yourwebsite.com/


This gives us:

  • No source

  • No medium

  • No campaign name

  • No campaign ID
    ➡️ Result: No reliable attribution

 

Why campaign_id Deserves Extra Attention

While UTM parameters provide descriptive context, they can sometimes be:

  • Misnamed (utm_campaign=spring2025test vs Spring_2025_Final)

  • Inconsistent across ads

  • Not unique across platforms

But campaign_id is:

  • Automatically assigned by platforms like Google and Facebook

  • Globally unique

  • Traceable directly to your ad dashboard

  • Immune to naming inconsistencies

That’s why we recommend treating campaign_id as mandatory, and supporting it with clean UTM parameters.

 

Platform Examples for Adding campaign_id

Facebook Ads URL template:

?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_launch&campaign_id=


Google Ads Final URL Suffix:

utm_source=google&utm_medium=cpc&utm_campaign=summer_launch&campaign_id={campaignid}


This ensures every ad carries the data BlokId needs to give you accurate tracking.

Summary: What to Do

Do This 

Why It Matters

Always include campaign_id

Enables exact match with ad platform data

Use consistent UTM parameters

Helps organize and analyze traffic across channels

Set up auto-tagging or dynamic parameters

Saves time, avoids manual errors

Double-check your final URLs

Avoids losing attribution due to broken/missing tags

 

Please speak with our Support team for any concerns or questions regarding the URLs in your ads containing complete campaign information, especially the campaign_id, along with standard UTM parameters.