ProfitPeak checks every campaign and ad in your connected ad accounts and tells you which ones are missing the tracking tags needed to credit sales correctly. For each untagged campaign or ad, it lists the exact parameters to add. If you already use ProfitPeak's Universal UTMs, you don't need to change anything.
Why do UTMs matter for attribution?
UTMs are short tags added to the end of your ad links, like utm_source=google. When someone clicks an ad and buys, those tags tell ProfitPeak which platform, campaign, and ad brought them in.
Think of a UTM as the return address on an envelope. If the address is missing, the letter still arrives, but you can't tell who sent it. If an ad link is missing its tags, the sale still happens, but ProfitPeak can't connect it to the ad that drove it. Spend on that ad looks like it produced nothing, and the sale lands in a bucket like Direct or Unclassified.
Getting your UTMs right is what lets Attribution Vertex, Creative Coach, and every profit-per-campaign number in ProfitPeak work as intended.
What are Universal UTMs?
Universal UTMs are a single tracking template that ProfitPeak provides for each ad platform. It includes every parameter ProfitPeak needs, so adding it once at the account level covers all your campaigns and ads.
If you're already using Universal UTMs, you're good to go. The rest of this article is for brands that use their own UTM setup, or no UTMs at all.
How do you set up and check your UTMs?
Go to Settings → Integrations and choose a platform. Each platform follows the same steps in order.
Step 1: Connect your account and let it sync
Connect your ad account and give it time to sync. ProfitPeak needs to pull in your campaigns, ads, and current tracking settings before it can check them.
Step 2: Check your UTMs
ProfitPeak compares your ads against the parameters it needs and shows how many match. For example, "0 of 246" means none of your 246 Google campaigns currently include the parameters ProfitPeak is looking for.
Step 3: Download the untagged list and add what's missing
Click Untagged to download a list of every campaign or ad that's missing something. The file shows:
Each campaign and ad
The tracking template it currently uses, if any
The parameters to add, in the last column
That last column is the important one. Instead of working out what's wrong yourself, you can see exactly what each ad needs.
You then have two ways to fix it:
Add the Universal UTM template for that platform. This is the simplest option and covers everything at once.
Keep your own UTMs and add only the missing parameters listed in the file. This works well if your team already relies on its own UTM naming for other tools like GA4.
What does each platform usually need?
Every account is different, so always go by your downloaded file. These are the most common gaps:
Platform | What's usually missing | Where to fix it |
Source and campaign ID, often because no tracking template is set | The account-level tracking template | |
TikTok | Campaign ID. Brands often pass the campaign name but not the ID | The tracking template, either by adding a campaign ID parameter or pasting in the Universal UTMs |
Ad ID, and sometimes source as well when only a plain landing page URL is used | Each ad's tracking settings, which can vary from ad to ad | |
Meta | Usually just the ad ID. Most Meta setups already include source, medium, campaign, content, and term | The URL parameters field |
Pinterest is a good example of why the file helps. Two ads in the same account can need different fixes. One might have a source tag but no ad ID, while another links straight to a landing page with no tags at all and needs both.
What should you keep in mind?
Fix it at the account level where you can. On platforms that support an account-level tracking template, like Google, one change covers every campaign. That's faster and less error-prone than editing ads one by one.
IDs matter more than names. Campaign names change and often repeat. IDs don't. If your file says an ID parameter is missing, add it even if the campaign name is already there.
Changes apply to new clicks. Updated UTMs start working from the moment you save them. Clicks that already happened won't be retagged.
Check again after you make changes. Once your platform has synced, return to the integration and run the check again to confirm the match count has gone up.
What should you ask Sherpa?
"Are my UTMs all tracking correctly?"
"Which ad platforms have the most untagged campaigns?"
"How much of my revenue last month came from Unclassified or Direct traffic?"
"Did my attributed revenue on Google change after I updated my tracking template?"