How to configure tracking parameter for 'Google Things to Do'

Blanca Castillo
Blanca Castillo
  • Updated

Where can I find it?




What does it mean?

This feature allows our customers to customise supplementary tracking parameters (UTM parameters) for their tour URLs on Google Things to Do. This includes the flexibility to add parameters, such as those for Google Analytics' source' tracking, enhancing the depth of analytics and insights available.

What is a UTM parameter?

A UTM (Urchin Tracking Module) tracking parameter is a set of tags added to a URL to track and analyse the performance of online marketing campaigns. These parameters help businesses and marketers understand the source, medium, campaign, and other relevant information about the traffic coming to their website. UTM parameters are commonly used in digital marketing tools like Google Analytics to provide insights into the effectiveness of different marketing efforts and channels.



What should I do?

To incorporate additional tracking parameters, navigate to CONFIGURATION > SYSTEM & SETUP, scroll to the bottom of the page, click 'Google Things to Do,' and enter the desired parameters in the provided field.


To enable this feature, please check the designated checkbox.

You can add the following parameters to your destination URLs by adding them to the 'Tracking parameters' field:

utm_id: Campaign ID. Used to identify a specific campaign or promotion. This is a required key for GA4 data import. Use the same IDs that you use when uploading campaign cost data.

utm_source: Referrer, for example, Google, newsletter4, billboard.

utm_medium: Marketing medium, for instance, cpc, banner, email.

utm_campaign: Product, slogan, promo code, for example: spring_sale.

utm_source_platform: The platform responsible for directing traffic to a given Analytics property (such as a buying platform that sets budgets and targeting criteria or a platform that manages organic traffic data). For example: Search Ads 360 or Display & Video 360.

utm_term: Paid keyword.

utm_content: Use to differentiate creatives. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each to tell which version is more effective.

utm_creative_format: Creative, for example, display, native, video, search

utm_creative_format is not currently reported in Google Analytics 4 properties.

utm_marketing_tactic: Targeting criteria applied to a campaign, such as remarketing and prospecting.

utm_marketing_tactic is not currently registered in Google Analytics 4 properties.

Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.

For example, you might use the following parameter-value pairs for your Summer Sale campaign:

utm_source = summer-mailer to identify traffic that results from your Summer Sale email campaign
utm_medium = email to identify traffic from the email campaign vs the in-app campaign
utm_campaign = summer-sale to identify the overall campaign
If you used these parameters, your custom campaign URL would be:

When you add parameters to a URL, you should always use utm_source, utm_medium, and utm_campaign.

Reference: [GA4] URL builders: Collect campaign data with custom URLs


These placeholder tokens are designed for integration into Google Things To Do URL templates. When utilised, Google Things To Do will dynamically substitute these placeholders with customer-specific information based on their interaction. As an example, you can employ this configuration as the default:


Google Things to Do will dynamically replace the {src} variable within the utm_source, reflecting the customer's location when they click through.