> 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 - CSS Partner Tracking impact.com supports direct tracking by default for brands using the Universal Tracking Tag (UTT) or Page Load API (PLA). As a result, partners can use direct links (which point to a brand's own page), traditional tracking links (which redirect through impact.com), or both when sending traffic to the brand. Direct tracking is especially useful for Comparison Shopping Service (CSS) partners advertising on Google Ads, where the traditional redirect-based tracking links aren't supported. This means partners aren't limited to pre-built tracking links—any existing catalog landing page on the brand's site can be turned into a trackable destination by adding a parameter to the URL. The steps below cover what brands and partners each need to set up. ## Brand setup Enable the [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) feature. ### 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; however, headless sites must be tracking landing page traffic with UTT or PLA. * 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 have enabled the functionality 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) to support direct traffic tracking. {% stepper %} {% step %} ### Tracking requirements Add the `irmp` parameter with your impact.com Partner ID and the `irad` parameter with the respective ad ID to the desired landing page. This ensures accurate crediting and reliable reporting. **Example:** ``` https://www.brand.com/product-page?irmp=12345678&irad=54321 ``` {% endstep %} {% step %} ### Brand requirements Consult with the brand about which [Urchin Tracking Module (UTM)](https://en.wikipedia.org/wiki/UTM_parameters) parameters are required for their internal tracking. **Example:** ``` https://www.brand.com/product-page?irmp=12345678&irad=54321&utm_medium=css ``` {% endstep %} {% step %} ### Sub-affiliate network requirements Include `subId1`, `subId2`, `subId3`, and `sharedid` parameters as needed to track sub-affiliate traffic. **Example:** ``` https://www.brand.com/product-page?irmp=12345678&irad=54321&utm_source=css&subId1=ABC&subId2=DEF&subId3=XYZ&sharedid=123456 ``` See the list of [Direct Tracking Parameters](/other/reference-documentation/direct-tracking-parameters.md) for more information. {% 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 the 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
Does this work with Shopify stores? Yes. Shopify plugin integrations use the Page Load API via server-side web pixels, which is fully compatible with `irmp` parameter detection.
Can I still use my existing redirect tracking links alongside this? Don't use both types of tracking in Google Ads, only direct tracking. Use direct links in Google Ads. Use traditional tracking links outside Google Ads.
Does the brand see my partner data / do I see other partners' data? No. Each Direct Traffic Tracking rule is isolated per partner. Your `irmp` value only triggers attribution for your account.
What if the brand doesn't have UTT or PLA? 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.
I was told to use css_pid. Should I use that or irmp? 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.
What are identification rules? * 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** |

If your program has multiple domains and a domain for each partner (known as Unique Domains), then make sure to set rules.

See the Rules reference in Set up Direct Traffic Tracking for more information.

| | **Landing Page Query String** |

Match by the parameter name only, regardless of the parameter value.

For example, adding a link with a dynamic value, AID= , so you could match (exactly matches, contains, starts with, etc.) AID parameter name.

| | **Landing Page Parameter** |

Use when the landing page parameter is a fixed name=value pair.

For example, if you want to track when Partners send traffic to brand.com?irmp=123, then input partner in the first box, select contains or exactly matches from the drop-down menu, then insert 123 in the last box. impact.com also supports multiple values by separating the values with a comma (and regex queries).

| 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).
--- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://help.impact.com/other/reference-documentation/google-ads-and-impactcom-tracking.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.