UTM tracking templates

To make sure Centerflow attributes leads and conversions correctly, each ad platform requires specific UTM parameters. These parameters tell Centerflow which campaigns, ads, and clicks are driving results.

This guide covers:

UTM templates for each platform
A breakdown of required parameters
The key attributes needed for attribution

1. Google Ads

UTM template

{lpurl}?utm_source=google&utm_medium=ppc&utm_campaign={{campaignid}}&utm_term={{keyword}}&utm_content={{creative}}&ad_id={{creative}}&cf_campaign_id={{campaignid}}&cf_cl={{gclid}}

Most important attributes

ad_id={{creative}} → Required to attribute conversions to the specific ad
cf_campaign_id={{campaignid}} → Required to track Performance Max (PMAX) campaigns

Parameter overview

Parameter	Description
utm_source	Identifies the traffic source (e.g., google)
utm_medium	Specifies the marketing channel (e.g., ppc)
utm_campaign	Dynamically passes the campaign ID using {{campaignid}}
utm_term	Captures the search keyword using {{keyword}}
utm_content	Dynamically passes the ad creative ID using {{creative}}
ad_id	Required. Ad ID for attribution; duplicates {{creative}}
cf_campaign_id	Required for PMAX; passes {{campaignid}}
cf_cl	Captures the Google Click ID ({{gclid}})

See full guide on connecting Google Ads with Centerflow →

2. Meta Ads (Facebook & Instagram)

UTM template

utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&ad_id={{ad.id}}&cf_cl={{fbclid}}

Most important attribute

ad_id={{ad.id}} → Required to associate conversions with the specific ad

Parameter overview

	Parameter Description
utm_source	Identifies the traffic source (e.g., facebook or instagram)
utm_medium	Specifies the channel (e.g., paid)
utm_campaign	Dynamically passes the campaign name using {{campaign.name}}
utm_content	Dynamically passes the ad set name using {{adset.name}}
ad_id	Required. Ad ID for attribution; passes the ad ID using {{ad.id}}
cf_cl	Captures the Facebook Click ID ({{fbclid}})

3. Microsoft Ads (Bing)

UTM template

{lpurl}?utm_source=bing&utm_medium=ppc&utm_campaign={Campaign}&utm_content={AdGroup}&utm_term={QueryString}&ad_id={AdId}&cf_cl={msclkid}

Most important attribute

ad_id={AdId} → Required to attribute conversions to the correct Microsoft Ads creative.

Parameter overview

	Parameter Description
utm_source	Identifies the traffic source (e.g., bing)
utm_medium	Specifies the channel (e.g., ppc)
utm_campaign	Dynamically passes the campaign name using {Campaign}
utm_content	Dynamically passes the ad group name using {AdGroup}
utm_term	Captures the search query that triggered the ad using {QueryString}
ad_id	Required. Ad ID for attribution; passes {AdId}
cf_cl	Captures the Microsoft Click ID ({msclkid})

4. LinkedIn Ads

UTM template

utm_source=linkedin&utm_medium=paid&utm_campaign={{CAMPAIGN_NAME}}&utm_content={{CREATIVE_ID}}&ad_id={{CREATIVE_ID}}

Most important attribute

ad_id={{CREATIVE_ID}} → Required to attribute conversions to the correct LinkedIn ad

Parameter overview

	Parameter Description
utm_source	Identifies the traffic source (e.g., linkedin)
utm_medium	Specifies the channel (e.g., paid)
utm_campaign	Dynamically passes the campaign name using {{CAMPAIGN_NAME}}
utm_content	Dynamically passes the creative ID using {{CREATIVE_ID}}
ad_id	Required. Ad ID for attribution; duplicates the creative ID

Best practices

Always use & to append UTM parameters in your URLs.
Whenever possible, set templates at the account level to keep things consistent.
Only use macros/tokens from the platform you’re setting up. Don’t mix.
Always include ad_id in every template—this is the key to attribution in Centerflow.
For Google PMAX campaigns, include cf_campaign_id for correct reporting.

By following these templates, you’ll enable reliable, actionable attribution inside Centerflow across all major ad platforms.