Identifiers

Identifiers are the fields used to match ad and CRM data. Each field has its own priority and usage characteristics.

Identifier table

Field	Type	Priority	Requirement	Description
utm_source	UTM	Highest	Required	Traffic source (google, facebook, yandex)
utm_medium	UTM	High	Recommended	Traffic type (cpc, cpm, email)
utm_campaign	UTM	High	Recommended	Ad campaign name
utm_content	UTM	Medium	Optional	Ad/creative identifier
utm_term	UTM	Low	Optional	Keyword
campaign_id	System	Medium	Optional	Campaign ID in the ad account
ad_id	System	Medium	Optional	Ad ID in the ad account

Field priorities

utm_source — highest priority

utm_source is the primary identifier. Without it, matching is impossible in strict mode. It determines which source the traffic came from.

Example values:

• google
• facebook
• yandex
• vk
• linkedin

utm_medium and utm_campaign — high priority

These fields refine the source:

• utm_medium — traffic type: cpc, cpm, email, social
• utm_campaign — the specific ad campaign

utm_content and utm_term — medium/low priority

These fields are used for maximum granularity:

• utm_content — lets you distinguish ads within a single campaign
• utm_term — keyword (relevant for search ads)

System identifiers

campaign_id and ad_id are numeric identifiers from the ad account. They're used when UTM tags are unavailable or duplicated.

Source Constant Inference

If all rows in a CRM have the same value in a particular column, the system can automatically use that value as utm_source.

How it works

1. The system analyzes the CRM data
2. If a column (for example, "Source") contains the same value in every row
3. That value automatically becomes utm_source for all rows
4. No additional configuration is required

Example

CRM table:

Deal	Source	utm_campaign
001	Google Ads	brand_search
002	Google Ads	retargeting
003	Google Ads	competitors

The system sees that "Source" = "Google Ads" in every row → it automatically uses "Google Ads" as utm_source.

Recommendations

• Always fill in utm_source — this is the minimum requirement
• Add utm_campaign — to distinguish between campaigns
• Use system IDs — if UTM data is unavailable
• Don't rely on source_constant inference — it's better to pass UTM tags explicitly

Related pages

• Field Mapping
• UTM Fields
• Match Modes