Set up your ad platforms

SourceXray reads the tags on the address a visitor lands on. Ad platforms only pass campaign and keyword details if you ask them to, so add these once per account. The same text, with copy buttons, is on each website's 3. Ad platforms tab.

Google Ads

Admin, Account settings, Tracking, Final URL suffix. Paste this once and it applies to every campaign. Keep auto-tagging on.

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}&sx_mt={matchtype}&sx_net={network}&sx_dev={device}&sx_ag={adgroupid}

You get the keyword, match type, network, device, ad group and campaign for every Google Ads lead. Campaigns show by ID because Google Ads has no campaign name parameter. Performance Max and Display clicks show as the Cross-network and Display channels.

Microsoft Ads

Account, Settings, Final URL suffix (or Tracking template). Microsoft passes the real search the person typed, which Google does not.

utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_content={AdGroup}&utm_term={keyword}&sx_q={QueryString}&sx_mt={MatchType}&sx_net={Network}&sx_dev={Device}

Meta (Facebook and Instagram) ads

In each ad: Tracking, URL parameters. Without this, Meta ad clicks look the same as organic posts, because both carry a Facebook click ID.

utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}

LinkedIn ads

Add this to the destination address of each ad, with your own campaign name.

utm_source=linkedin&utm_medium=paid_social&utm_campaign=YOUR_CAMPAIGN

Google Business Profile

Add this to the end of the website link on your profile, so leads from your map listing get their own channel instead of looking like Organic Search.

?utm_source=google&utm_medium=organic&utm_campaign=gbp

Email, SMS and everything else

Use standard UTM tags on any link you control: utm_source, utm_medium and utm_campaign, plus utm_term and utm_content if you like. For example ?utm_source=newsletter&utm_medium=email&utm_campaign=october shows as the Email channel.