Setting Up LayerFive UTM Parameters

Overview

Add these L5 parameters to all your ad campaigns to ensure that LayerFive tracks and attributes them accurately, without being affected by platform changes.

This guide covers setup for Meta, Google Ads, Klaviyo, Marketo, other email/SMS platforms, and other ad platforms.

General rule: If you already have other parameters in a URL or template, each set of L5 parameters should be preceded by an ampersand (&).

For Meta

Add these parameters to your Meta campaigns:

l5s=fb&l5m=social&l5ss={{site_source_name}}&l5adid={{ad.id}}&l5p={{placement}}

If you already have other parameters, the L5 parameters should be preceded by an ampersand.

For Google Ads

Please use the Google Ads Tracking Template.

Add the following LayerFive-specific tracking parameters to an already existing tracking template:

l5s=gads&l5m=search&l5cid={campaignid}&l5adid={creative}&l5kw={keyword}&mkt_network={network}&l5p={placement}&l5t={targetid}

If you already have some parameters in the tracking template, you should include an & before adding the above parameters.

If you are not already using Tracking Templates, please include {lpurl} before the L5 params. Refer to Google's documentation on setting up Tracking Templates for more details.

Your tracking template could look like this:

{lpurl}?l5s=gads&l5cid={campaignid}&l5adid={creative}&l5kw={keyword}&mkt_network={network}&l5p={placement}&l5t={targetid}

Important: If you are creating a new tracking template, please test and confirm that your ads are showing and that clicks on your ads land on the target page of your site. Any errors in setting up your tracking template may result in your ad clicks not landing on your site.

For more information on Google Ads' supported URL parameters, see Google's help article: Set up tracking with ValueTrack parameters.

For Klaviyo

Ensure you have the following UTM parameters configured in your Klaviyo settings.

Go to Settings → Other → UTM Tracking, and configure utm_source, utm_medium, utm_campaign, and utm_term using the values below:

Note: To ensure the utm_term value is interpreted correctly by your analytics tools, Klaviyo recommends formatting this value using alphanumeric characters and separating words with the + character. Do not use personal data in UTM parameters.

Click Save in Klaviyo once configured.

For Marketo

Add an l5_mktid parameter as a UTM parameter, and set the value to {{lead.Id}}.

If you already have the Marketo Lead ID added to your URL parameters but under a different parameter name, let your LayerFive account manager know — we can use the pre-existing parameter instead.

Ensure that every landing page link in your email template populates the lead ID in a URL parameter.

For reference, see Marketo's documentation on tokens: experienceleague.adobe.com/en/docs/marketo/using/product-docs/demand-generation/landing-pages/personalizing-landing-pages/tokens-overview

If you use Salesforce: If you have a Salesforce Lead ID (or Contact ID) available in a token/variable, set up another URL parameter, l5_sfcid, and pass the Salesforce ID.

For Other Email/SMS Marketing Platforms

Include an l5_emid or l5_smsid parameter in the landing page URL parameters, and set it up to send the contact ID from your email or SMS marketing platform.

LayerFive will integrate with your email/SMS marketing platforms and connect the dots to identify visitors who click on an email or SMS link.

For Other Ad Platforms

Follow the same pattern as for Meta and Google Ads.

For TikTok Ads:

l5_source=tiktokads&l5_cid={__CAMPAIGN_ID__}&l5_adid={__AID__}

(See TikTok's documentation for the full list of TikTok UTM parameters.)

For LinkedIn Ads:

l5_source=linkedinads&l5_cid={CAMPAIGN_ID}&l5_adid={CREATIVE_ID}

(See LinkedIn's documentation for the full list of LinkedIn UTM parameters.)

Every ad platform has its own syntax and parameter names for campaign and ad IDs. Please review the ad platform's documentation. If you have questions, contact your LayerFive account manager or email support@layerfive.com.

Why This Matters

LayerFive's L5 parameters are what allow attribution to work reliably across all your channels. Unlike standard UTM tracking, the L5 parameters are designed to keep attributing your campaigns correctly even when ad platforms change how they handle tracking — which is increasingly common as privacy restrictions evolve.

Setting these up across every campaign and channel is one of the highest-impact things you can do to improve your Coverage % and the accuracy of your attribution data.

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