Adding UTMs to Choozle Campaigns


Adding UTMS to Creatives

After you’ve decided where you will drive the traffic from your campaign creative assets and you’ve decided on all relevant components of the actual UTM tag, you are ready to attach those tags to individual creative assets within the “Creative Assets” tab within the Libraries dropdown in Choozle (see screenshot below).

Once you click on the “Creative Assets” option from the dropdown above, you will be brought to the page that ALL of the creative assets that you’re planning to leverage should live. It would look something like the following screenshot:

NOTE: This is just a rough example, however, we recommend stricter naming conventions for assets to keep them organized. For example, if we use the same asset for CTV and OLV, we’ll want the file names to match that - i.e. “Choozle_Final_CTV_15” and “Choozle_Final_OLV_15” are the same asset, but being leveraged in different verticals. 

Once you reach the “Creative Assets” page, you’ll want to click on the creative asset name in the first column of which you’re planning to add a UTM tag. Keep in mind that if you plan to leverage assets for more than one ad placement (i.e. using a video asset for OLV and CTV), you’ll want to create duplicate assets. By duplicating the asset, we can create unique UTM tags for each to have a more accurate look at source efforts as opposed to just creative performance. 

Upon clicking the creative asset name, you will be brought to the following view: 

As you can see in the above screenshot, there are two different URLs leveraged within this view: “Landing Page URL” and “Click-Through URL”. The “Landing Page URL” should be where you’d like to direct users who click on the link in your ad, without any UTM parameters. Alternatively, the “Click-Through URL” space is where we will drop our full UTM-inclusive URL; the Click-Through URL is where all UTM codes should live within Choozle, NOT “Third Party Tracking”. 


Retrafficking Choozle Creatives for Better UTM Tracking

The Choozle Creative Asset library and setup structure allows us to append the same piece of creative to multiple ad groups. While this is great for campaign setup efficiencies, this means we lose a lot of granularity in UTM tracking and understanding website behavior across our various targeting tactics.

Best practice would be that we have one ad assigned to one ad group so that we can customize the UTM to include ad group level details. In order to do so, we would need to upload and rename a version of each ad to append to the ad group.

  1. Re-traffic all ads + update naming conventions specific to each ad group
    1. Current setup structure:
      1. Ad = 320x50-self-serve-ad-v1.jpg applied 3x to:
        1. Media Buyers (ad group)
        2. Business Decision makers (ad group)
        3. Site Retargeting (ad group)
      2. With UTMs appended at the ad level and applied to multiple ad groups, we cannot include ad group tracking within the UTM
    2. Revised setup needed:
      1. Ad (in all sizes) renamed to = “size_ad name_ad group”
        1. EX = 320x50_self-serve-v1_media buyers
      2. Same ad uploaded 2x more and named:
        1. size_ad name_business-decision-makers
        2. size_ad name_retargeting
      3. Each respective ad in all sizes will get appended to the ad group outlined in the ad name
      4. Each ad, since it will be broken up by ad group, can now get a custom tracking parameter per ad group added in
  2. To add in an additional UTM parameter so we can track website engagement by ad group/targeting tactic
    1. Example of UTM updates needed:
      1. Add “term” field: this will be the ad group name
      2. Add “content” field: this will be the ad name