What is UTM tracking?

UTM tracking is one of the most important aspects of a successful campaign because it allows you to review your performance and to optimize accordingly.

Begin building your UTM string here.

Our recommended tracking code is:

utm_source=Outbrain&utm_medium=Discovery&utm_campaign=your_campaign_name&utm_content={{ad_title}}&utm_term={{publisher_name}}_{{section_name}}

Replace “your-campaign-name” with the name of your campaign.

Your UTM tracking code can be changed at any time during campaign creation or after submitting it. Locate the campaign and click the pencil icon to open the campaign’s settings. You may adjust or add a new UTM code in the “Tracking” section.

Save your modification by clicking on the “Save Changes” button at the bottom of the screen. Your tracking code will automatically append to all headlines within the campaign.

Recommended UTM Parameters:

utm_source=outbrain
This reflects engagement data per traffic source. Outbrain is sending you visits, so the source can be listed as Outbrain. The utm_source parameter is a required parameter for UTM tracking.

utm_medium=discovery
This reflects engagement data per advertising medium. Outbrain is a content discovery network, so the medium can be listed as discovery.

utm_campaign=your-campaign
This reflects engagement data per campaign. You’ll be able to drill down to the performance per each campaign to understand their engagement levels. Be sure to change ‘your-campaign’ to the actual name of the campaign you are tracking.

Recommended Dynamic UTM Parameters:

utm_content={{ad_title}}
This reflects engagement data per the specific headlines in your campaign. You’ll be able to view which headlines are driving the most engaged audiences to make accurate optimization decisions.

utm_term={{section_name}}
utm_content={{publisher_name}}
These reflect engagement data per publisher source. You’ll be able to view which publishing sections are sending the most engaged traffic and optimize your campaigns with these insights.

UTM Best Practices:

• The suffix should not contain ?, @, and multiple #
• When using two dynamic parameters together, always use separators! Example:  {{publisher_name}}_{{section_name}}
• When you submit a URL as content, make sure to not add the UTM parameters there! Always add any UTM parameters to the Tracking section.
• Avoid adding a backslash (/) at the end of your submitted URL. Backslashes can cause reporting issues when used with UTM parameters.
• Always make sure you’re using utm_source=outbrain in your tracking code!

Complete list of Outbrain Parameters for all Tracking:

ad_id: ad id
ad_title: ad title
req_id: request id
promoted_link_id: external promoted link id
time_stamp: time stamp
campaign_id: external campaign id
section_id: referrer section id
section_name: referrer section name
publisher_id: referrer publisher id
publisher_name: referrer publisher name
ob_click_id: server-to-server multiple conversion id
android_id: Android unique advertising id
idfa: IOS unique advertising id
cpc: CPC

Feel free to reach out to our support team if you want to learn more about this.