UTM Parameters

Dynamic UTMs

Dynamic UTMs provide extra performance visibility and confidence in the impact of your Quora campaigns. Instead of manually entering different static values per ad, you can choose from six variables to dynamically update your UTM values. 

Setting Up Dynamic UTMs

1. Navigate to the Ad level of your campaign. Find the “Landing page url” field.
2. Type in your ad’s landing page URL. Follow the URL with “/?” and then list pairs of UTM parameter names and UTM values.

Note: Each name-value pair is separated by an “=”. One pair is separated from the next using “&” between them.

The five core UTM parameter names supported widely are utm_source, utm_medium, utm_campaign, utm_term, and utm_content, and they can be used in any order.

Values can be any text you provide or a variable Quora supports. Variables are surrounded by double brackets like {{variable_name}}. Supported variables include:

• {{ad.id}} a unique number Quora assigns to this ad
• {{adset.id}} a unique number Quora assigns to this ad set
• {{campaign.id}} a unique number Quora assigns to this ad campaign››
• {{ad.name}} the text name you gave this ad when creating it in Quora Ads Manager
• {{adset.name}} the text name you gave this ad set when creating it in Quora Ads Manager
• {{campaign.name}} the text name you gave this ad campaign when creating it in Quora Ads Manager

Dynamic UTM Example:

https://www.business.quora.com/?utm_source=quora&utm_campaign={{campaign.id}}&utm_content={{ad.id}}

Setting Up Dynamic and Static UTMs for Promoted Answers

1. In the Ad level of QAM, select "Promote an answer" as your media type.
2. Navigate down to “UTM Parameters” within the "URL formatting" section.
3. Excluding the base answer URL, type in the UTM parameters, beginning with “?” followed by pairs of UTM parameter names and UTM values.

Note: If you are using Dynamic UTMs, this field supports the same name-value pairs and variables as those listed above in the previous section. Dynamic UTMs will be merged with any existing query parameters in the answer links, and override them if the parameter names are the same.

Dynamic UTM Best Practices

Make sure the UTM parameters and variables are entered correctly.

To help you enter variables correctly, there are two feedback systems that check for variables between double parentheses:

• Any supported UTM dynamic variables that are typed correctly between double brackets will be listed in grey text below the URL.
• Any UTM variables between double brackets that are not supported dynamic variables, will be listed in red text below the URL.

Note: Neither of these systems will block running the ad. They are informative only.

Before launching the ad, click on the ad preview in Quora Ads Manager.

This will load your destination page. Once your destination loads, look at the full URL:

1. Make sure the dynamic variables were replaced with actual values from this specific ad. Are any variables still there?
2. If you have not saved the ad yet, {{ad.id}} and {{ad.name}} do not have values yet. Save the ad and then re-open it to edit, repeat this preview click and those should be replaced with the expected value as well.
3. If you intended those variables to be dynamic variables, check that there are double brackets, that the variable is supported, and that it is spelled correctly and is capitalized exactly the same way.
4. Finish any ad adjustments and launch the ad.

Dynamic UTM FAQs

Why do certain characters like “/”, “&”, “$” in URL text or variable names get converted to percent values like “%2F”, “%26”, “%24”?

This is called percent encoding and it is necessary for URL formatting. Avoid these characters if the encoding will be a problem for you.

Will variables like {{ad.name}} or {{adset.name}} or {{campaign.name}} change if these names are edited?

Yes, they will automatically redirect to a new URL using the changed names. Note that you would not observe an ad name change in the ad preview until you save the ad and then re-open it to edit.