Google Ads & impact.com - CSS Partner Tracking

impact.com makes it possible for Comparison Shopping Service (CSS) partners advertising on Google Ads to turn any existing catalog landing page into a trackable destination by simply adding a parameter to the URL. This means CSS partners aren't limited to pre-built tracking links; you can link straight to product pages while still generating trackable clicks for yourself.

Partner setup

Prerequisites

Confirm with the brand that they have enabled the Comparison Shopping Service (CSS) Partner Tracking functionality.

1

Tracking requirements

Add the irmp parameter with your impact.com Partner ID and the irad parameter with the respective ad ID (usually the catalog ID) to the desired product page. This will usually be listed in the catalog you're using.

Don't use impact.com tracking links. Instead, link directly to the product pages, adding the necessary irmp and irad tracking parameters. When the impact.com tag on the page detects these parameters, it will generate a click.

Example:

https://www.brand.com/product-page?irmp=12345678&irad=54321

2

Brand requirements

Consult with the brand if they need additional analytics parameters to be added to the landing pages.

Example:

https://www.brand.com/product-page?irmp=12345678&irad=54321&utm_medium=css

3

Additional Parameters

Add subId1, subId2, subId3, and sharedid parameters to the product pages as needed.

Example:

https://www.brand.com/product-page?irmp=12345678&irad=54321&utm_source=css&subId1=ABC&subId2=DEF&subId3=XYZ&sharedid=123456

Additional parameters that can be added to the product landing page are available here: Direct Tracking Parameters.

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 are flatlined.	Brand has not implemented UTT or PLA tracking, or the CSS Partner Tracking feature was not enabled on their end.	Confirm with the brand that their landing page tracking implementation is active and firing on all landing pages, and ensure they have the CSS Partner Tracking feature enabled.
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.
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 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.