> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/other/reference-documentation/google-ads-and-impactcom-tracking.md).

# Google Ads & impact.com Tracking

impact.com supports direct tracking by default for brands using the Universal Tracking Tag (UTT) or Page Load API (PLA). Partners can use direct links, traditional tracking links, or both. Direct tracking supports Comparison Shopping Service (CSS) partners advertising on Google Ads, where traditional redirect-based tracking links aren't supported.

The steps below cover what brands and partners each need to set up.

## Brand setup

Learn how to [Accept Clicks on Landing Pages](/brand/what-would-you-like-to-learn-about/platform-features/tracking/set-up-tracking/accept-clicks-on-landing-pages.md).

### Prerequisites

* To use direct tracking, integrate with impact.com through [UTT tracking](/brand/what-would-you-like-to-learn-about/platform-features/tracking/javascript-tag-tracking/tracking-with-universal-tracking-tag-utt.md) or the [PageLoad API](https://integrations.impact.com/brand-api-reference/reference/page-load).
* Shopify plugin integrations are compatible, since they use the Page Load API (PLA) via server-side web pixels.
* This method will not work for you if you rely solely on click ID or promo code attribution without a landing page tag.

## Partner setup

### Prerequisites

* Confirm with the Brand that they support this type of tracking.

{% stepper %}
{% step %}

### Append your partner ID to every landing page URL

Add the `irmp` parameter with your [impact.com](http://impact.com/) Partner ID to the desired landing page:

```
https://www.brand.com/product-page?irmp=12345678
```

{% endstep %}

{% step %}

### Pass optional parameters

You should also pass through optional parameters like:

* `irad` (ad ID).
* `subId1`, `subId2`, and `subId3`.
* `sharedid`.
* Any analytics parameters suggested by the brand.

See the list of [Direct Tracking Parameters](/other/reference-documentation/direct-tracking-parameters.md) for more information.

```
https://www.brand.com/product-page?irmp=111222&subId1=ABC&subId2=DEF&subId3=XYZ&sharedid=123456
```

{% endstep %}
{% endstepper %}

### What you don't need

* Domain certification isn't required during the setup process, since you're linking directly to the brand's site rather than routing through a third-party redirect.
* The `force_deeplink=1` parameter isn't needed either, since it only applies to redirect-based tracking links.
* The `u=` parameter in tracking links is also unnecessary, as you're bypassing the gateway entirely.

## Troubleshooting

| Symptom                                                             | Likely cause                                                                                 | Fix                                                                                              |
| ------------------------------------------------------------------- | -------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------ |
| Clicks show zero or a flat line.                                    | Brand has no UTT or PLA installed.                                                           | Confirm with the brand that their tag is active and firing on all landing pages.                 |
| Parameters appear in Tracking Template but not on the landing page. | Wrong Google Ads field used.                                                                 | Move parameters from Tracking Template to Final URL Suffix.                                      |
| Brand reports seeing traffic but no attribution.                    | Direct Traffic Tracking rule is not configured or the wrong Partner ID was used in the rule. | Verify the rule matches exactly: parameter = `irmp`, value = your Partner ID.                    |
| Attribution works for some brands but not others.                   | Brand may use www→non-www redirects that strip query parameters.                             | Ask brand to confirm their site preserves URL parameters across redirects.                       |
| Sub IDs not appearing in reports.                                   | SubId parameters not on the landing page URL.                                                | Ensure `subId1`, `subId2`, `subId3` are in the Final URL Suffix, not just the Tracking Template. |
| Conversions tracked but attributed to wrong partner.                | Multiple partners using same or incorrect `irmp` value.                                      | Each partner must use their unique [impact.com](http://impact.com/) partner ID.                  |

## FAQ

<details>

<summary>Does this work with Shopify stores?</summary>

Yes. Shopify plugin integrations use the Page Load API via server-side web pixels, which is fully compatible with `irmp` parameter detection.

</details>

<details>

<summary>Can I still use my existing redirect tracking links alongside this?</summary>

You shouldn't be using both types of tracking in Google Ads, only direct tracking. Use direct links in Google Ads. Use traditional tracking links outside Google Ads.

</details>

<details>

<summary>Does the brand see my partner data / do I see other partners' data?</summary>

No. Each Direct Traffic Tracking rule is isolated per partner. Your `irmp` value only triggers attribution for your account.

</details>

<details>

<summary>What if the brand doesn't have UTT or PLA?</summary>

This method requires a landing page tag. If the brand only uses click ID server-side or promo codes, the `irmp` method won't work. The brand would need to implement UTT or PLA first.

</details>

<details>

<summary>I was told to use <code>css_pid.</code> Should I use that or <code>irmp</code>?</summary>

Use `irmp`. This is the standard [impact.com](https://www.impact.com/) direct tracking parameter and is what the upcoming automated feature will detect. Using `irmp` now means zero changes when the simplified feature launches.

</details>

<details>

<summary>What are identification rules?</summary>

* There are three ways to identify traffic: by *Landing Page*, by *Referring URL*, or using both. As a *Referring URL* is not always available, setting up *Landing Page* rules is recommended.
* Each identification rule additionally requires a matching rule, so stricter or more lenient combinations can be set (e.g., `contains`, `starts with`, `does not contain`, etc.).

| Landing Page                  | Description                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       |
| ----------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Landing Page URL**          | Identify traffic based on landing page URL.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       |
| **Landing Page Domain**       | <p>If your program has multiple domains and a domain for each partner (known as <a href="https://help.impact.com/en/support/solutions/articles/48001235903-unique-domains-tracking-urls">Unique Domains</a>), then make sure to set rules.</p><p>See the <em>Rules reference</em> in <a href="/spaces/wMLlMoFBtKJa8ptd3zaw/pages/jfpX6ReeT3UPiEyNAcdD">Set up Direct Traffic Tracking</a> for more information.</p>                                                                                                               |
| **Landing Page Query String** | <p>Match by the parameter name only, regardless of the parameter value.</p><p>For example, adding a link with a dynamic value, <code>AID=</code> , so you could match (<code>exactly matches</code>, <code>contains</code>, <code>starts with</code>, etc.) AID parameter name.</p>                                                                                                                                                                                                                                               |
| **Landing Page Parameter**    | <p>Use when the landing page parameter is a fixed name=value pair.</p><p>For example, if you want to track when Partners send traffic to <code>brand.com?partner=123</code>, then input <code>partner</code> in the first box, select <strong>contains</strong> or <strong>exactly matches</strong> from the drop-down menu, then insert 123 the last box. impact.com also supports multiple values by separating the values with a comma (and <a href="https://en.wikipedia.org/wiki/Regular_expression">regex</a> queries).</p> |

For information on how to identify traffic using *Referring URL* only, or both *Landing Page* and *Referring URL* together, see [Set up Direct Traffic Tracking](/brand/what-would-you-like-to-learn-about/platform-features/tracking/set-up-tracking/set-up-direct-traffic-tracking.md).

</details>


---

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