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Campaign tracking with partner integrations

Learn how campaign parameters are forwarded from your website to selected partner integrations.

Written by Solange Lin Lai Yat

When a campaign brings a visitor to your website, selected parameters from the landing-page URL can be forwarded automatically to a partner journey. This keeps the campaign context available between your website and, for example, a booking or purchase journey.

Which integrations are eligible?

Forwarding is available for selected partner integrations that are embedded directly in your website and open in an iframe or through an external link.

We do not forward these attribution parameters to third-party marketplaces added to your website, such as Uber Eats or Booking.com.

It also does not apply to script-based integrations. In that case, the partner’s script runs directly on your website: it can load its own measurement tools or forward attribution information itself. The partner controls how that script works and which data it loads.

Some partners reserve parameters for their own operation. When a parameter is already set in the partner URL, that value is kept and is not replaced by the value from your landing-page URL.

Only parameters that are present in the landing-page URL are forwarded. Empty parameters are not added.

Supported parameters

Source

Parameters

UTM campaigns

Any parameter starting with utm_, such as utm_source, utm_medium, utm_campaign, utm_content, and utm_term

Google advertising

gclid, gbraid, wbraid, gclsrc, gad_source, dclid

Meta

fbclid

Microsoft Ads

msclkid

TikTok

ttclid

LinkedIn

li_fat_id

About conversion tracking

Forwarding these parameters preserves attribution information, but it is not a conversion-tracking service.

If your partner offers a GTM integration or conversion events, those features must still be configured in the relevant tools, together with your Google Ads or GA4 tags.

When the journey continues on another domain, cross-domain measurement may also be needed to connect the visit on your website with the rest of the journey.

Example with Google

For GA4, cross-domain measurement requires the same Google tag ID on both domains and support for this configuration from the partner. You can then add the domains under Admin > Data streams > Web > Configure tag settings > Configure your domains.

For Google Ads, linking may also require a Conversion Linker tag in GTM. See Google’s cross-domain measurement guide and confirm compatibility with your partner.

  • Google Ads or GA4 conversions are not created automatically.

  • The availability of a final booking or purchase event depends on the journey provided by the partner.

How to check the forwarding

Checking the destination URL applies to every supported parameter. The example below uses Google tools. For another platform, use the corresponding click identifier and validation tools.

Google validation example

  1. Open a landing page with a test utm_* parameter and/or a test gclid.

  2. Open the relevant partner journey.

  3. Check that the destination URL contains the expected values.

  4. If the partner offers conversion events, check your Google Ads or GA4 tags in GTM Preview or Tag Assistant.

Illustrative example

Landing page:

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer&gclid=test-click-id

Eligible partner URL:

https://partner.example/booking?...&utm_source=google&utm_medium=cpc&utm_campaign=summer&gclid=test-click-id
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