Field Mapping
Field mapping is the setting that determines which ad source columns correspond to which CRM columns. Correct mapping is a key factor in attribution accuracy.
How it works
For each UTM field, the following are specified:
- Primary column in the ad source — where to take the UTM value from
- Primary column in the CRM — where to look for the corresponding value
- Fallback columns — backup options if the primary column is empty
Mapping table
Ad columns and their fallbacks
| UTM field | Primary column (Ad) | Fallback 1 | Fallback 2 | Fallback 3 |
|---|---|---|---|---|
| utm_campaign | utm_campaign | campaign_name | campaign | — |
| utm_source | utm_source | — | — | — |
| utm_medium | utm_medium | — | — | — |
| utm_content | utm_content | ad_name | creative_name | ad |
| utm_term | utm_term | — | — | — |
System ad columns
| Purpose | Primary column | Fallback 1 | Fallback 2 |
|---|---|---|---|
| Ad set | adset_name | ad_group_name | — |
| Creative name | ad_name | creative_name | ad |
Mapping to CRM (Strict Mode)
| UTM field | Primary CRM column | Fallback |
|---|---|---|
| utm_source | utm_source | — |
| utm_medium | utm_medium | adset_name, ad_group_name |
| utm_campaign | utm_campaign | campaign_name |
| utm_content | utm_content | ad_name |
| utm_term | utm_term | — |
Mapping to CRM (Non-strict Mode)
In non-strict mode, all 5 UTM fields are mapped directly:
| UTM field | CRM column |
|---|---|
| utm_source | utm_source |
| utm_medium | utm_medium |
| utm_campaign | utm_campaign |
| utm_content | utm_content |
| utm_term | utm_term |
How fallback works
The system checks fields in priority order:
- First, the primary column is checked
- If the value is empty or missing — Fallback 1 is checked
- If Fallback 1 is empty — Fallback 2 is checked
- And so on
Example for utm_campaign:
1. Check the utm_campaign column
2. If empty → check campaign_name
3. If empty → check campaign
4. If all are empty → the field participates in matching as "empty"Manual configuration
In addition to automatic mapping, you can manually specify:
- Which ad source column corresponds to which CRM column
- Override the fallback order
- Exclude a field from matching
Recommendations
For maximum accuracy
- Use separate UTM fields in your CRM (not a single string field)
- Fill in all 5 UTM fields in your ads
- Use standard column names in your CRM (utm_source, utm_medium, etc.)
For maximum coverage
- Configure fallback columns for all UTM fields
- Use balanced or loose match mode
- Enable source constant inference, where applicable