Creative tracking with UTMs: know which creative sold, not which campaign

Marcos Rodrigues · 2026-10-07

Tracking creatives through UTMs is essential to understand which creative actually converts, not just which campaign brought in the traffic. This lets you optimize your ads based on real data.

Utm_content

UTM_CONTENT is one of the parameters you should use to identify the specific creative that generated the conversion. For example, if you have different versions of an ad, you can use “utm_content=arte_a” for the first creative and “utm_content=arte_b” for the second. That way, you’ll be able to see which creative performed better.

Standard

Set a naming standard for your UTMs. A clear, consistent standard makes it easier to analyze them later. For example, always use lowercase letters, and avoid spaces and special characters. A suggested standard could be:

• utm_source=facebook
• utm_medium=cpc
• utm_campaign=lançamento_produto
• utm_content=arte_a

By following this standard, you can organize and filter the data more efficiently.

Spreadsheet

Create a spreadsheet to record all the UTMs you use. Include columns for the creative description, campaign start date, performance (clicks, conversions), and notes. This helps when evaluating which creatives are performing better. You can use Google Sheets or Excel, and it’s essential to keep this spreadsheet up to date.

Match with orders

After setting up the UTMs, it’s crucial to match conversion data with orders. Use the spreadsheet to check which UTMs are associated with each sale. You can do this through reports from your e-commerce store or sales platform. Ideally, you’ll have access to an order list that includes the UTMs so your analysis is accurate.

Mistakes

Watch out for some common mistakes:

• Not using UTMs on all creatives. This can lead to an incomplete understanding of which creative is selling.
• Typos in UTMs, which can cause data loss. Always double-check before publishing.
• Not updating the spreadsheet regularly, which can result in outdated data.

With good tracking, you’ll know exactly which creative brings in the most return, allowing you to direct your budget toward the ads that actually work.

How many UTMs are you currently using to track your creatives?