Campaigns and measurement
Do I still need UTM parameters?
UTM parameters are still read and stored, but they are the weaker source. Where a Metrunio click URL is in use, a signed click with an unambiguous identifier is created; UTM remains useful for channels where you cannot set your own tracking link.
How do UTM parameters relate to Metrunio click tracking?
| UTM parameters | Metrunio click URL | |
|---|---|---|
| Forgeable | yes, anyone can append them | no, signed token |
| Knows the impression | no | yes, through the impression ID |
| Works without an ad server | yes | yes |
| Post-view possible | no | yes, together with pixel and viewability tag |
The two are not mutually exclusive. Often the click URL is the creative’s destination and itself carries UTM parameters for the client’s web analytics. Metrunio redirects to the stored destination together with the parameters set there.
Last reviewed on 30 Sept 2026
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Related articles
- How does click tracking work?
How do I measure clicks on a creative?
You replace the destination URL in the creative with the generated click tracking URL. Metrunio counts the click and redirects to the stored destination, not to one supplied in the request.
- How do I structure channels and campaigns?
Which levels exist, and how deep do I need to model them?
The structure has five levels: channel, campaign, ad group, ad, creative. Channel and campaign are required; you only create the deeper levels if you want to evaluate at that level.
- Which attributes are linked?
How does Metrunio know that two signals belong together?
Only through unambiguous identifiers: session ID, pseudonymous first-party ID, click ID, impression ID, view identifier, pseudonymised customer identifier, and order or lead number. Nothing else.