FERMÀT lets you add UTM parameters to your ad platform URLs so you can track performance in platforms like Google Ads, Meta Ads, and TikTok Ads. These UTMs help you measure traffic and conversion attribution across the entire funnel—from click to checkout.
What’s in this guide:
Why use UTMs in FERMÀT
UTMs (Urchin Tracking Modules) help attribute traffic sources and campaign performance inside analytics tools. Adding them to your ad URLs ensures that:
Your analytics platforms can identify and segment ad-driven traffic.
Conversions inside FERMÀT Funnels can be better matched to source campaigns.
You can differentiate performance by platform, campaign, ad group, and creative.
Adding UTMs in Google Ads
In your Google Ads account, go to the campaign or ad you want to edit.
Under the Final URL, click Ad URL options.
Add your UTM string to the Tracking Template field.
Example:https://your-fermat-link.com/?utm_source=google&utm_medium=paid&utm_campaign=brand&utm_content={creative}Click Save.
FERMÀT will automatically capture this data for analysis in downstream reporting.
Adding UTMs in Meta Ads
Open your Meta Ads Manager and go to the ad level.
In the Website URL field, append your UTM parameters.
Example:https://your-fermat-link.com/?utm_source=facebook&utm_medium=paid&utm_campaign=spring_launch&utm_content=ad1
Save your changes.
This UTM will appear in your analytics dashboards and enable cleaner attribution.
Adding UTMs in TikTok Ads
Open your TikTok Ads Manager and go to the ad setup.
In the Destination URL, add your UTM parameters manually.
Example:https://your-fermat-link.com/?utm_source=tiktok&utm_medium=paid&utm_campaign=promo&utm_content=creative_a
Publish your ad.
FERMÀT will retain and pass these UTMs throughout the entire funnel session.