> For the complete documentation index, see [llms.txt](https://docs.moleculedata.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.moleculedata.com/tracking-ad-channels/utm-tracking-basics.md). # UTM Tracking Basics Why UTM tracking matters and how Molecule Data uses it. {% hint style="info" %} **IMPORTANT:** Accurate UTM tracking is the foundation of Molecule Data's attribution reporting. If this part is set up incorrectly, we will not be able to provide accurate reports. We will help you along the way with detailed instructions and live customer support, and it is important to keep using the same structure when creating new campaigns in all supported channels. {% endhint %} ## What breaks if you skip this UTM parameters are small tags added to the links in your ads. They are how Molecule Data knows that a visitor — and later an order — came from a specific ad. Without them: * **Your ads look like they sold nothing.** The orders still arrive, but they are recorded as direct or unknown traffic because nothing connects them to the ad. * **Your spend has no matching revenue.** ROAS and Net ROAS for that ad, ad set and campaign read far too low. * **You may switch off an ad that was working**, because its results were credited elsewhere. The setup takes a few minutes per channel and only has to be done once per account or campaign. The in-app [UTM Tracking page](https://docs.moleculedata.com/tracking-ad-channels/utm-tracking-page) then checks every ad for you and tells you which ones need fixing. ## The basics There are many different ways to structure UTM parameters, and every marketer usually has their own beloved structure per channel. You don't need to worry about this — in these guides we explain how to keep most of your current UTM structure intact, so other tools like Google Analytics are not disturbed. If you are not familiar with UTM parameters, you can read about them [here](https://en.wikipedia.org/wiki/UTM_parameters) or watch this [video](https://www.youtube.com/watch?v=pNRgUq5sDhc). Google also offers a handy [campaign URL builder](https://ga-dev-tools.web.app/campaign-url-builder/) that generates UTMs without mistakes. For Molecule Data to work properly, you must copy and paste the provided template into the right field for each channel. The following pages walk you through this channel by channel: {% content-ref url="" %} {% endcontent-ref %} {% content-ref url="" %} {% endcontent-ref %} {% content-ref url="" %} {% endcontent-ref %} {% content-ref url="" %} {% endcontent-ref %} {% content-ref url="" %} {% endcontent-ref %} {% content-ref url="" %} {% endcontent-ref %}