UTM Parameters

UTM parameters are tags you add to a destination URL so your analytics platform (Google Analytics, for example) can identify which source, medium, and campaign drove a visit. We recommend adding UTM parameters to every ad destination URL so you can tie Topple traffic back to specific campaigns in your analytics reports. Google Analytics offers a free Campaign URL Builder tool that generates a properly formatted URL with UTM parameters.

Topple Macros

Topple supports macros in destination URLs. Macros are placeholders that Topple replaces with real click-level data when an ad is clicked — information like campaign ID or placement. This lets your analytics platform receive granular data without you having to manually update URLs. Macro syntax: [macro syntax to be confirmed — contact support for the current macro list before implementing in production campaigns].

Common Mistakes

1. 1Broken destination URL — a creative with a destination URL that returns an error or doesn't load will not serve. Always paste the URL into a browser and confirm it loads before saving. A broken destination URL is one of the most common reasons a creative stops serving.
2. 2Missing UTM parameters — without UTM tags, Topple traffic shows up as direct or unattributed in your analytics platform. Add at minimum utm_source, utm_medium, and utm_campaign to every destination URL.
3. 3Using a redirect chain as the destination URL — long redirect chains can cause the landing page to load slowly, which affects conversion rates. Link directly to the final destination page where possible.