Add UTM Parameters to Snapchat Ads
Updated October 6, 2026
Snapchat fills in the real campaign and ad IDs on every click, so one line of URL parameters works for all your ads. You add it while building the ad, with Build a URL Parameter.
| At a glance | | | ----------- | --------------------------------------------------------------------------------- | ---------------------------------------- | | Where | Snapchat Ads Manager, the website attachment of each ad | | Who | Whoever manages the ad account. Connect Snapchat Ads in Profitario too | | Time | About 5 minutes | | Updates | Orders from clicks after the change. Past orders keep the links they arrived with |
The Parameters#
Snapchat
Where: Ads Manager > the ad > website attachment > Build a URL Parameter, or straight at the end of the website URL.
Set per ad. Snapchat can also add parameters for the whole ad account in Business Manager > Ad Accounts, for ads created afterwards.
- utm_source=snapchat
- The platform. Keep it the same everywhere
- &utm_medium=paid
- Marks the visit as paid
- &utm_campaign={{campaign.name}}
- Campaign name, for your reports and Google Analytics
- &utm_id={{campaign.id}}
- Campaign ID: the campaign match that survives renames
- &utm_content={{creative.name}}
- Creative name, for Google Analytics
- &pf_adid={{ad.id}}
- Ad ID: matches the order to the exact ad
Full link example
https://yourstore.com/products/merino-throw?utm_source=snapchat&utm_medium=paid&utm_campaign={{campaign.name}}&utm_id={{campaign.id}}&utm_content={{creative.name}}&pf_adid={{ad.id}}
Add Them in Ads Manager#
- 1
Step 1 of 3
Open the ad#
In Snapchat Ads Manager, create an ad with a website attachment (single image or video, story, collection) and go on to its website URL. For a running ad, select it, click Edit, then Edit Ad Creative at the top of the right-hand panel.
- 2
Step 2 of 3
Add the parameters#
Paste the line at the end of the website URL, after a
?. Or click Build a URL Parameter and enter each key with its value, placeholders included. - 3
Done
Check the next order#
Click one of your live ads and look at your store's address: it should show real numbers, not
{{ad.id}}. The next order from a Snapchat ad shows Matched by ad ID in the order's Attribution tab.
Things Snapchat Does Its Own Way#
{{creative.name}}, not {{ad.name}}. Snapchat has no ad name placeholder. {{ad.name}} arrives as it is and the order lands under Broken UTMs. The ad's ID is {{ad.id}}. The ad set is {{adSet.id}}, written in camel case.
Snapchat may add parameters itself. Since October 2025 Snapchat can add a source, paid medium and campaign and ad IDs to links that have none. Parameters you set are kept. Profitario reads both, but your own line carries the ad ID tag that gives the most precise match.
Account parameters only for new ads. Parameters set for the whole ad account are added to ads created afterwards. Running ads keep the link they have.
Dynamic product ads. They support the campaign, ad set and ad ID placeholders, not the creative name. Leave utm_content out there.
Common questions
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