UTM builder · platformUTM tags for VK Ads

For website campaigns the account adds utm_medium=cpc&utm_source=vk_ads&utm_campaign={{campaign_id}}&utm_content={{banner_id}} by default — that is the builder's preset. If the set suits you, you can leave the link untagged. Your own tags help when you want a readable campaign name instead of an ID, or extra fields such as {{geo}}, {{age}} or the search phrase.

Ad group tags. According to VK Ads help, the group's “URL parameters” take priority over tags in the ad link, so ads should use a clean link to the page without tags. If the tags are set at group level, don't repeat them in ads — otherwise the link carries two sets and the report picks one you didn't expect.

It is the ad group ID, not the campaign: in VK Ads help {{campaign_id}} and {{ad_group_id}} are the same thing. {{campaign_name}} gives the group name and {{banner_id}} the ad ID. If you need top-level campaigns in reports, set utm_campaign as text — the promotion name — and move the group ID into utm_content.

It inserts the search phrase of the person who saw the ad. It works for website and catalog ads, but not for lead forms or mini apps. The phrase is percent-encoded in the link and decoded in reports. Putting it into utm_term keeps VK Ads phrases in the same column as search-ad keywords.

The ID of the region the click came from, plus the gender and age of the person who clicked. The region arrives as a number from the VK Ads region list, not a name, so you need that list to read the report. Help suggests combining them in one tag — utm_term={{geo}}_{{gender}}_{{age}} — so the audience sits in a single column.

At step two of creating a campaign, under “Ad groups”, open the “URL parameters” block and choose “Don't add UTM tags”. Turn it off when you tag links yourself with one scheme across all platforms — otherwise analytics gets two source variants, vk_ads from the account and yours, and the campaign report splits.