When adding UTM parameters to a URL, you must use the correct connectors (separators) for Analytics to properly analyze your ad performance.
More details
Using UTM parameter connectors
When setting up an ad URL with UTM parameters, use a question mark (?) as the first separator to connect the base URL to the UTM parameters. Use an ampersand (&) to connect additional parameters.
If you use an ampersand (&) as the first separator, Analytics will not recognize the UTM parameters that follow, and your ad performance data may be missing.
This follows the standard URL format and is an important rule for separating the base path (domain and path) from query parameters.
Incorrect and correct examples
| Type | URL example | Analysis result |
|---|---|---|
| Incorrect URL | https://mystore.com/surl/P/51&utm_source=GOOGLE&utm_medium=SA_AA01... | UTM analysis not possible |
| Correct URL | https://mystore.com/surl/P/51?utm_source=GOOGLE&utm_medium=GDN_AA01... | UTM analysis possible |
💡 Note
- If the URL already contains other query parameters (e.g.,
https://www.mystore.com/product/123?gad_source=1), use an ampersand (&) to add UTM parameters since they are not the first parameters in the URL. - Use a question mark (?) only when UTM parameters are the first parameters added to the URL.