Connecting Ad Data Events to UTM Parameters for Campaign Reporting

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To tie back Ad Data events to UTM parameters for reporting on marketing campaigns in Mixpanel, you can follow these steps: 1. Track UTM parameters: Mixpanel's JavaScript SDK automatically tracks UTM parameters for web traffic. These are captured as properties on events, including page views Tracking UTM Tags.2. Import Ad Data: Use Mixpanel's Ad Spend integration to import data from your ad platforms. This creates "Ad Data" events with properties like cost, clicks, and impressions Understanding the Data Model.3. Match UTM parameters: Ensure that the UTM parameters in your ad campaigns match the ones you're tracking in Mixpanel. For example, the Ad Data event includes properties like utm_source, utm_medium, and utm_campaign Understanding the Data Model.4. Use Attribution: Leverage Mixpanel's Attribution feature to attribute conversions to these touchpoints. You can choose different attribution models (e.g., last touch, first touch, linear) to distribute credit across UTM parameters Attribution.5. Create reports: Use Mixpanel's reporting tools to analyze the performance of your marketing campaigns. You can break down conversions by UTM parameters and include metrics like cost and ROI from your Ad Data events.By following these steps, you can connect your ad spend data with user behavior and UTM parameters to get a comprehensive view of your marketing campaign performance.

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