Do my ad campaigns have UTMs attached?
Yes. By default, Cars.com applies a standard UTM string to most traffic-driving units to ensure they are categorized correctly in your Google Analytics (GA).
Our standard base code is:
?utm_source=cars.com&utm_medium=referral
To help you navigate how we identify visitors coming from our platform, we’ve broken down our standard protocols and customization options.
Where are these UTM codes applied?
The application of these codes varies depending on the specific ad product you are using:
| Ad Product | Default UTM Parameters | Can I Override/Customize? |
| Display Ads | source & medium | Yes (Dealer-provided codes allowed) |
| Dealer Website Transfer | source, medium & campaign: cars.com_VDP_referral | No (Standard code is fixed) |
| Deep Linking | source, medium, & campaign: deeplink | No (Standard code is fixed) |
| Cars Social | source & medium campaign: cars.com_carssocial | Yes (Dealer provided campaign name OR medium change allowed) |
Can I customize UTM codes for CCMN solutions?
Yes, but only in specific instances. While customization is possible through your Account Executive (AE), we generally recommend sticking to our standard UTM protocols. Using custom codes can often lead to inconsistencies and confusion for both dealership staff and account reps when trying to reconcile traffic data in Google Analytics. Keeping it standard ensures the cleanest data reporting.
