As of October 1, 2025, you may have the below URL parameters automatically added to your ads if they are missing:
Any UTM parameter values you already set will be maintained.
This feature strengthens attribution fidelity, helping to ensure you’re properly capturing and reporting on all of the conversions in Google Analytics driven by Snap campaigns. With more accurate tracking, you'll have greater confidence in your performance data to bid and optimize campaigns based on Google Analytics reporting.
In addition, when you create an ad in Ads Manager, validations are included which include checks for errors like incorrectly formatted URLs or duplicative UTM parameters. These validations check for some common errors to help improve the measurement of your Snap campaigns.
