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Links for ad networks

For Admins, Editors and agencies 4 minutes Updated November 2026

For ads in ad networks, the link builder fills in the network's values: source, medium and the placeholders that the network replaces with its own values on the click, such as {keyword} in Google Ads or {{ad.name}} in Meta. The link page then shows what to copy into which field of the ad.

You can choose Google Ads, YouTube (through Google Ads), Microsoft Advertising, Meta (Facebook and Instagram), LinkedIn, X, TikTok, Pinterest, Criteo, Taboola, Outbrain and Xing.

Link builder with the ad network Google Ads chosen and the values for source, medium, content and term filled in.
In the link builder, one click fills in the Google Ads values: source google, medium cpc and the placeholders {creative} and {keyword}.
Link builder with the ad network Google Ads chosen and the values for source, medium, content and term filled in.

Step by step

  1. Create a New link as usual, see Create a tracking link.
  2. In the Parameters box, choose the network under Ad network. The field is optional; None leaves everything as before.
  3. Click Fill in the values of this network. If fields already hold values, the platform asks Overwrite the values? With Overwrite, the network's values replace your entries.
  4. Save the link. At the top of the link page you now see the box For the ad with the network's name.
  5. Copy each part with Copy into the matching field of the ad.

If a source or medium of the network is missing from your convention, the field shows Missing in your convention. Admins get a link to the naming convention from there. People who may request values use Request the value, see Request and approve values. Everyone else asks a company admin to add the value.

What goes into which field

Link page of a Google Ads link with the box For the ad, showing the final URL and the final URL suffix with copy buttons.
For a Google Ads link, the link page shows the final URL and the final URL suffix, each ready to copy into its own field of the ad.
Link page of a Google Ads link with the box For the ad, showing the final URL and the final URL suffix with copy buttons.
Network Fields on the link page Where they go
Google Ads, YouTube, Microsoft Advertising Final URL and Final URL suffix each into the field of the same name in the ad
Meta (Facebook, Instagram) Website URL and URL parameters each into the field of the same name in the ad
all others Full address into the field for the destination address

Google, Microsoft and Meta have two fields for this and append the parameters to the destination address themselves when they serve the ad. Below the box, the usual Addresses box with the full link stays in place.

Placeholders

The network replaces placeholders on the click, not Feinwerk Campaigns. That is why two rules apply:

  • Source, medium and campaign stay fixed values from your convention. Otherwise the report shows as many campaigns as there are ads.
  • Content and term may hold placeholders, also as part of a value, for example anzeige_{creative}.

The defaults every workspace starts with:

Network Source Medium Content Term
Google Ads google cpc {creative} {keyword}
YouTube youtube video {creative}
Microsoft Advertising bing cpc {AdId} {keyword}
Meta facebook paid-social {{ad.name}}
LinkedIn linkedin paid-social
TikTok tiktok paid-social __CID_NAME__

Pinterest, Criteo, Taboola and Outbrain also come with a placeholder for the ad. X and Xing do not replace placeholders in links; there, content and term stay fixed values. LinkedIn fills its own campaign values when you switch on dynamic UTM parameters in Campaign Manager.

Links with ad platform placeholders only work as the full address in the ad. They get no short link and no static QR code, because the platform only replaces placeholders in the address it sees itself.

Defaults for your company

Under Settings, Naming convention has the section Ad networks. Everyone sees there which networks are active. Company admins set source, medium, content and term per network (Edit), restore the default (Reset) or switch a network off with Active. Source and medium must be plain values from your lists; content and term may hold placeholders of the network.

New workspaces start with a convention that already contains the sources x, pinterest, criteo, taboola, outbrain and xing and the medium native.

Why fixed values and placeholders are split this way is explained in the guide UTM parameters in Google Ads, Meta and LinkedIn.

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