How to Set up UTM to Maximize Visibility into Focused High Intent Traffic

UTM parameters are the lifeblood of your marketing attribution. By adding these simple tracking codes to your URLs, you give the Bread & Butter action engine the exact context it needs to tell you which campaigns are actually driving your revenue.

When you use UTMs correctly, every click is automatically categorized within your Funnel, so you can see exactly which sources are producing Engaged visitors and MQLs.

The Five Core UTM Parameters

To get the most out of your Attribution dashboard, use these five tags consistently.

Source identifies the platform where the click originated. This is the "where" of your traffic.

Medium describes the delivery vehicle or high level channel. This is the "how" of the visit.

Campaign groups assets and ads under a single marketing initiative, such as a seasonal promotion, a webinar series, or a product launch.

Term captures the search term the visitor used before clicking. On paid search this is one of the strongest indicators of intent in your reports.

Content differentiates similar links or ads within the same campaign. If you are testing two images or two calls to action, this tells you which version caught the visitor's eye.

Google Ads

Google Ads has auto tagging, but for the most granular data in Bread & Butter we recommend setting a Final URL Suffix.

Where you set it determines what you can use. A suffix set at account level applies to every campaign, so a hardcoded campaign name there would label all your campaigns identically. A suffix set at campaign level applies only to that campaign, so you can name it directly.

Both options are valid. Pick based on how many campaigns you run and how much you want to maintain.

Option 1: Campaign level, readable straight away

Best if you run a handful of campaigns and want names to appear immediately in your dashboard.

1. Open the campaign and go to Settings.
2. Expand Campaign URL options.
3. In Final URL suffix, enter:

utm_source=google&utm_medium=cpc&utm_campaign=your_campaign_name&utm_content={adgroupid}&utm_term={keyword}

Replace your_campaign_name  with a short lowercase label for that campaign. You will need to do this for each campaign.

Option 2: Account level, set once

Best if you run many campaigns and want one setting to cover them all.

1. Go to Admin, then Account settings.
2. Expand Tracking and find Final URL suffix.
3. Enter:

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword}

This applies to every campaign automatically. The trade-off is that {campaignid}  and {adgroupid}  arrive as long numbers rather than names, because Google Ads has no parameter that returns a campaign, ad group, or ad name. Connecting your Google Ads account to Bread & Butter resolves them into readable names, covered below.

What to expect

Numbers are normal. Any parameter ending in id  returns a numeric identifier. {campaignid} , {adgroupid} , and {creative}  all behave this way. These are not errors.

Blank values are also normal. Google replaces a parameter with an empty space when it cannot supply a value for that click.

AI Max campaigns return an empty keyword. If you opt a campaign into AI Max, keywordless matches send an empty {keyword} , so utm_term  will be blank for that traffic. To tell AI Max traffic apart from standard keyword traffic, add &g_matchtype={matchtype}&g_targetid={targetid}  to your suffix. A match type of a  and a target ID beginning kwl-  both indicate an AI Max keywordless match.

Changes take 24 to 48 hours to appear in your served ads. If you update your suffix and do not see it immediately, that is expected.

Connecting your Google Ads account

Because Google has no name parameters, the only way to turn those numeric IDs into readable names is to look them up in your Google Ads account. Connecting Google Ads to Bread & Butter does exactly that.

Once connected, we sync your campaign, ad group, ad, and keyword names on a regular schedule and match them against the IDs arriving in your UTMs. A visitor who came in with utm_content=189993294432  will show as the ad group name you gave it in Google Ads, everywhere that lead appears: the visitor record, the Journey Summary, the Intelligence Brief, attribution reporting, and your CSV exports.

Two things worth knowing:

You get more than you configured. Ad groups belong to campaigns, and ads belong to ad groups. So if your suffix only passes {adgroupid} , we can still fill in the campaign it belongs to from that single ID. You do not need to pass every level.

The raw IDs are kept. We display the name but retain the original ID on the record and in any data you export or push to another system, so your analysts can still join on it.

Connecting Google Ads also unlocks the Paid Channel Intelligence reporting, which brings in your cost per click and campaign spend and recalculates it against your Focused traffic, so you can see what your paid traffic really costs and which keywords to scale, watch, or pause.

If you never connect your Google Ads account, everything still works. You will simply see the numeric IDs rather than names, and you can use Option 1 above to keep at least your campaign name readable.

Meta and Facebook Ads

Meta lets you define parameters at the individual ad level, which is ideal for tracking specific creative performance. Unlike Google, Meta does provide name parameters.

1. Open Meta Ads Manager and go to the Ad level.
2. Scroll to the Tracking section at the bottom.
3. Find the field labelled URL Parameters.
4. Enter:

utm_source=facebook&utm_medium=social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

One caveat worth knowing. Meta name parameters are locked to whatever the campaign or ad was called when it was first published. If you rename something in Ads Manager afterwards, the UTM keeps sending the original name. Only republishing updates it.

If you would rather have values that always match your current naming, use {{campaign.id}}  and {{ad.id}}  instead. These arrive as long numbers.

LinkedIn Ads

LinkedIn requires you to add parameters directly to your destination URL when creating the ad.

1. Find the Destination URL field.
2. Add a question mark followed by your UTM string.

https://yourwebsite.com/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=q1_prospecting

Mailchimp

Mailchimp has an auto tagging feature that handles this for your newsletters.

1. Log in and go to the Campaigns section.
2. In your email settings, find Tracking options.
3. Check the box for Google Analytics tracking. This appends the necessary parameters to every link in your email.

HubSpot

HubSpot handles most of this through global marketing settings.

1. Go to Settings, then Marketing, then Email.
2. Under the Tracking tab, turn on Source tracking.

Every click from your email will then be identified in Bread & Butter with the correct campaign and source labels.

Where This Data Surfaces

Once your UTMs are live, the platform parses this data across your entire workspace.

The Focused Tab uses your UTM data to help identify real human intent. A visitor who arrives via a specific campaign and shows high engagement is prioritized here immediately.

The Attribution Dashboard is where you measure return. See which campaigns generate the most Engaged profiles and which move prospects into the MQL stage.

The Filtering Engine lets you isolate traffic segments by source and campaign within the Funnel view, and save them as custom tabs.

The Nurture Action Queue surfaces high value visitors from your best campaigns at the top, so your team focuses outreach where it counts.

Why UTM Tracking Matters for Your Focused Score

Your UTM data provides essential context for predictive scoring. When you mark a visitor as an MQL, the model looks at their source and campaign to understand the path they took. Knowing which channels produce your best customers makes the model significantly more accurate at scoring future traffic from those same sources.

Deployment Checklist

Run through this before launching any campaign or email.

• Lowercase everything. Systems treat Social  and social  as different sources.
• No spaces. Use underscores to separate words. product_launch , not product launch .
• Check your brackets. Curly brackets for Google, double curly brackets for Meta. An unclosed bracket means the platform cannot inject the value.
• Test the destination URL. Confirm your base URL still works with the string appended. A broken link is a lost lead.
• Click your test email links. Make sure tags append correctly and do not produce an error page.
• Verify in Incognito. Paste your full tagged link into an Incognito window, visit your site, then check Recent Visits in your Bread & Butter dashboard to confirm the source and campaign appear as expected.

Naming Conventions

Keep your dashboard organized as your marketing team grows.

Stick to lowercase. Analytics systems are case sensitive and will treat Email  and email  as two separate channels.

Use underscores for spaces. Use product_launch  rather than product launch .

Be descriptive but brief. Short enough to read in a table, specific enough to recognise. webinar_march_2026  rather than just webinar .

Avoid redundancy. If your source is already google , you do not need google  in the campaign name too.