Ad Traffic Shows as Untagged

The Untagged Ad Traffic (Last 7 Days) card on the das Pixel page lists ad clicks by platform that reached your store without a utm_campaign tag. Without the tag, das Pixel knows which platform sent them but often not which campaign.

Why It Happens

Ad platforms add a click ID to the link when someone clicks an ad, such as gclid for Google Ads or fbclid for Meta. From the click ID alone, das Pixel can tell which platform sent the visit, with no setup.

The campaign is a separate question:

• Google Ads also adds its own campaign ID (gad_campaignid), which das Pixel can match to your campaigns. Performance Max clicks carry an ID that doesn’t match, so they need utm_campaign too.
• Meta, TikTok, Microsoft Ads and Reddit Ads click IDs don’t say which campaign was clicked. The only way to know is a utm_campaign tag in the ad’s link.

What the Card Counts

The card counts das Pixel events from the last 7 days whose page address had a click ID but no utm_campaign value, for each ad platform you’ve connected. It says “untagged visits”, but each page view and product view counts on its own. One landing on a product page counts at least twice.

It only sees visitors who allow marketing, since the page address isn’t recorded without that consent.

How to Fix It

Tag Your Ads at the Platform

Set each ad platform to add UTM tags to every ad link, once, at the account or campaign template level. New visits then arrive tagged. How to Tag Your Ads With UTM Parameters has the details.

Map a Campaign’s UTM Value

Use this when your ads already send a utm_campaign value, but not one that matches the campaign, such as a tracking code from another tool.

1. On the das Pixel page, select Map Campaign UTMs… on the Untagged Ad Traffic card.
2. Find the campaign. Each synced campaign is listed with its platform.
3. Type the utm_campaign value its ads send, and select the save button beside it.

A visit’s utm_campaign matches a campaign when it equals that campaign’s ID or its mapped value, ignoring capitals. Each campaign starts with its name as its value, taken when the campaign first synced. If you rename a campaign later, check its value here, since the name it started with stays.

A value only names a campaign when exactly 1 campaign on that platform claims it. If 2 campaigns share a value, das Pixel can’t tell which was clicked, so no campaign is named.

What Tags and Mappings Change

• The Campaign column in Orders Behind This Number, under the das Pixel page’s headline figure
• Which Google campaign gets credit for a Google click whose campaign ID isn’t one of yours, such as a Performance Max click
• How visits are grouped in the UTM Campaign Explorer report, for tags

das Pixel reads an order’s campaign from the last page it saw before the purchase that carried the click. That’s usually a checkout page with no tags, so a tagged or mapped campaign is named only when that last page was the ad’s own landing page. Most orders still show Platform-Level Only.

The match is made each time a figure loads, so a mapping also applies to visits already recorded. It doesn’t change the visits themselves.

Still Stuck?

• A mapping can’t tag a visit that had no utm_campaign at all. There’s nothing to match. Only tagging at the ad platform fixes those, and only for new visits.
• The counts cover the last 7 days. After you tag your ads, the untagged events from before drop off the card over the following 7 days.
• A campaign isn’t in the list. Campaigns appear once their ad platform is connected under Integrations and has synced.
• Still not matching? Check the exact values your visits carry in the UTM Campaign Explorer report.