Guide: Supported Tracking Link Formats

Tracking Links (sometimes called tags or trackers) are used to measure how your campaign is performing. They help capture delivery and engagement data so you can understand what’s working and how audiences are interacting with your campaign.

They are most commonly used to track:

Campaigns can run without third-party tracking. However, supplying tracking links gives you additional validation and visibility into performance, especially if you need to align results with internal dashboards or third-party reporting tools. Understanding this helps ensure your campaign is tracked accurately and that reporting aligns with your internal measurement and validation needs.

Supplying tracking links helps you monitor performance more accurately and gives you greater confidence in your campaign reporting. While platform reporting shows delivery, tracking links allow you to validate and connect performance across your wider marketing ecosystem.

If you’re reporting results internally or to stakeholders using your own analytics tools, supplying tracking links helps ensure the numbers line up and reduces discrepancies between different reporting sources.

Below are the tracking formats supported in the platform, along with how they’re typically used:

UTMs are used for click tracking to a landing page. They capture clicks only and do not track impressions.

Best for: Measuring site traffic and post-click behaviour in tools like Google Analytics.

Use when: Your primary goal is driving users to a website or landing page.

These trackers can be used to measure either clicks or impressions, depending on how they are set up (each tracker records one metric only).

Best for: Validating delivery or engagement where impression tracking or click tracking is required.

Use when: You need third-party validation of delivery metrics.

Wrapped tags are used for display placements where the creative and tracking are bundled together. They allow both impressions and clicks to be tracked.

Best for: Display activity where you need a single tag to handle creative delivery and measurement.

Use when: Running display banners or rich media placements that require both metrics.

Not all tracking formats measure the same things. Some track clicks only, while others track impressions or both. Choosing the right format depends on what success looks like for your campaign:

Selecting the right tracking format upfront ensures you’re measuring the metrics that matter most to your campaign objectives and avoids gaps in reporting later on.