X Ads UTM Tracking

How Vendo extracts and normalizes UTM parameters from X Ads destination URLs.

Last reviewed September 15, 2026

Vendo extracts UTM parameters from X Ads destination URLs (card URLs or promoted tweet URLs) for marketing attribution.

How It Works

Vendo gets the destination URL from the card or URL field of each promoted tweet.
Vendo parses the UTM parameters from the URL query string.
If utm_campaign is missing, Vendo uses the campaign name from the X Ads hierarchy.

Extracted Parameters

Parameter	Source	Fallback
`utm_source`	URL query string	—
`utm_medium`	URL query string	—
`utm_campaign`	URL query string	Campaign name from X Ads
`utm_term`	URL query string	—
`utm_content`	URL query string	—
`utm_source_platform`	Set automatically	`x`

Best Practices

Use Consistent UTM Parameters

Add UTM parameters to all your X Ads destination URLs:


https://example.com/landing?utm_source=x&utm_medium=paid_social&utm_campaign=spring_sale

Campaign Name Fallback

If your URLs do not include utm_campaign, Vendo uses the campaign name from X Ads. Give your campaigns descriptive names. Then the attribution data is useful also without explicit UTM tags.

Matching with Other Platforms

To compare X Ads data with other ad platforms in Vendo, use the same utm_source values every time:

Platform	Recommended `utm_source`
X Ads	`x` or `twitter`
Google Ads	`google`
Meta Ads	`facebook` or `meta`
TikTok Ads	`tiktok`
Snap Ads	`snapchat`