Snapchat's URL Macros builder in Ads Manager can fill utm_campaign={{campaign.name}} for you; pair it with utm_source=snapchat and utm_medium=paid_social. Swipe-ups and clicks tagged this way show up in GA4 under Paid Social. Snapchat inserts the values at the moment of the click.
The interactive UTM builder loads with this page, pre-filled for Snapchat ads, and runs entirely in your browser.
snapchat appears on the social site list GA4 checks, and any medium starting with paid counts as paid, so the click is Paid Social.
Where to put it
In Snapchat Ads Manager, open the URL Macros builder for the ad. It works for Dynamic Ads too.
Add your utm_ keys, with macros in double curly braces as values, for example utm_campaign={{campaign.name}}.
If you advertise through the Snapchat Ads App for Shopify, Snapchat sets snap_campaign_id itself and you can't overwrite it.
Macros filled in at click time
Macro
Resolves to
{{campaign.id}}
Unique alphanumeric campaign ID
{{campaign.name}}
Campaign name
{{adSet.id}}
Ad set ID
{{adSet.name}}
Ad set name
{{ad.id}}
Ad ID
Snapchat's macros look like Meta's until you get to the ad set. Meta writes {{adset.id}}, all lowercase. Snapchat writes {{adSet.id}}, with a capital S. If you run both, keep a separate template for each platform rather than editing one into the other, and copy the spelling from the table above.
The confirmed list is short. Five macros are confirmed on Snapchat's help pages: campaign ID and name, ad set ID and name, and ad ID.
snap_campaign_id is reserved for Shopify app users. If you advertise through the Snapchat Ads App for Shopify, Snapchat sets snap_campaign_id itself and you can't overwrite it. That matters if a template from another tool already uses that key name: Snapchat's value stays. Choose a different key for anything of your own.
"Snapchat doesn't take tracking parameters" is wrong. You may have been told this by an agency or on a forum. Snapchat's help centre documents URL parameters and a URL Macros builder in Ads Manager for exactly this job, and the macros resolve at the moment someone swipes up or clicks. If your tags aren't showing up in reports, test the link rather than the platform: click a live ad, then paste the landing URL into the link decoder to see which values arrived.
Name for the report you'll read.{{campaign.id}} resolves to an alphanumeric ID that means nothing in a report, so put {{campaign.name}} in utm_campaign and keep the IDs for utm_content or utm_id if you need them. Agree the campaign names before launch, under one naming convention, because the name macro carries whatever you typed into Ads Manager, spelling mistakes and all.
Questions
Does Snapchat accept UTM parameters?
Yes. Snapchat's help centre documents URL parameters and a URL Macros builder in Ads Manager, including for Dynamic Ads. Macros such as {{campaign.name}} resolve when someone swipes up or clicks.
How many UTM parameters should I use on Snapchat ads?
At least utm_source, utm_medium and utm_campaign, which Google says to always use. On Snapchat that's snapchat, paid_social and {{campaign.name}}; add utm_content={{ad.id}} if you want ad-level detail.
What is snap_campaign_id?
A parameter Snapchat sets to a default value for advertisers using the Snapchat Ads App for Shopify. If you advertise through that app, you can't overwrite it, so don't use that key name for your own values.