How to Use Custom Parameters with UTMs?

Custom parameters offer a powerful way to enhance your campaign tracking. They can be used in two primary ways with your standard UTMs:

1. To add an extra parameter for tracking additional data alongside the five standard UTMs (e.g., region, affiliate_id).
2. To replace a standard UTM parameter with a custom version to unlock advanced features like auto-generation or dynamic values.

This guide will walk you through a complete example that covers both of these use cases.

The Scenario

Imagine your team is launching a new global campaign. You need to accomplish two specific tracking goals:

• Add an additional parameter called sales_region to see how links perform in different markets.
• Replace the standard utm_content with an auto-generated ID to track the performance of each unique ad creative.

We will set up both of these in the following steps.

Part 1: Adding the Additional Parameter

First, we'll create a new parameter for tracking the sales region. 

• Navigate to Parameters > Custom and click Create a new Custom Parameter.

• Give your parameter a Name (e.g., sales_region) and a helpful Description.
• Configure any advanced features if needed, such as making it Required or specifying Maximum # of characters allowed.
• Ensure it's Active and click Save.

Follow the How to Create and Manage Custom URL Parameters guide to configure the additional optional features.

Once created, this new sales_region parameter will automatically appear in the URL Builder in addition to the existing standard UTMs

1.1. Adding Pre-defined Values

For team consistency, it's a best practice to add a pre-defined list of values. This creates a dropdown menu for the parameter in the URL builder.

1. From the Parameters > Custom page, click on the name of your new parameter (sales_region).
2. Click Add a new value.

3. Enter the Value (e.g., na) and a helpful Description (e.g., North America).
4. Ensure the value is Active and click Save.

Repeat this process to add all the values you need, such as emea and apac.

These pre-defined values will now appear as a dropdown list in the URL builder for easy selection.

Part 2: Replacing a Standard UTM

Now, we'll create the advanced, auto-generating version of utm_content and use a Convention to swap it with the default version.

Step 1: Create the Replacement Custom Parameter

1. Navigate to Parameters > Custom.
2. Click Create a new Custom Parameter and give it the exact name of the UTM parameter you are replacing: utm_content.
3. Configure the advanced feature you need. In our example, check the Auto-generated box and add a prefix like ad_ to create a unique ID for each ad.
4. Click Save.

Step 2: Create a Convention to Manage the Parameters

To avoid conflicts and tell the URL builder to use your new utm_content, you must disable the default version within a specific Convention.

1. Navigate to Tools> Conventions.
2. Create a new convention and give it a name like Global Campaign with Ad ID. Conventions are powerful profiles for your URL builder, and you can learn all about them in our guide to creating and managing conventions.

3. In the list of parameters for this convention, find the default Content parameter and choose Disable.
4. Click Save.

Step 3: Build a URL Using the New Convention

Now you can use this convention to build a link that includes both your additional parameter and your replacement parameter.

1. Navigate to URLs and click on Build Tracking URLs button.

2. In the URL Builder, select your new Global Campaign with Ad ID convention from the dropdown menu. Selecting the correct convention is the key to activating this setup, and our guide on using a convention in the UTM URL builder covers this process in detail.

3. You will now see all your parameters ready for use:
   • The standard UTM fields (Source, Medium, Campaign, Term).
   • Your additional custom parameter (sales_region).
   • Your advanced replacement parameter (utm_content), which will be auto-filled.
4. Complete the remaining fields for your URL and click Save.

Your final URL will successfully include both the additional and the replacement parameters.

Example URL:

Best Practices and Tips

• Exact Naming is Crucial: When replacing a standard UTM parameter, ensure the custom parameter Name is an exact match (e.g., utm_content). Analytics platforms are case-sensitive and will not recognize variations.
• Use Descriptive Convention Names: Give your conventions clear names like Campaigns with Auto-Content ID. This helps your team immediately understand which rules are being applied when they select a convention.
• Add Helpful Descriptions: When creating a new parameter like sales_region, use the Description field to explain its purpose. This text will appear in the URL builder to guide your team.
• Start with Additions: Get comfortable by first adding new custom parameters to your workflow before moving on to replacing the standard UTM set.

Whether you need to track a simple, additional piece of data or build a complex, automated tracking structure, using custom parameters with your UTMs provides the ultimate flexibility. By mastering these two techniques, adding and replacing, you can ensure your tracking URLs are perfectly tailored to your campaign's specific needs, leading to cleaner data and deeper insights.