UTM Parameters Builder for Reddit Ads

How to build Reddit ads UTM parameters

Reddit ads UTM parameters need two things to work: GA4-friendly values and Reddit macros spelled exactly right. This builder uses the macro lists from Reddit's catalog URL parameters article and its third-party measurement page, flags anything Reddit won't fill in, and shows the GA4 channel. Since Reddit doesn't let you edit parameters after publishing, catching a typo here saves rebuilding the ad.

1. Say where the string goes. Catalog ads and tracker URLs each have their own macro list. For other ad types the tool reminds you to test first.
2. Don't copy Reddit's medium example. Its catalog guide sets the medium to the advertiser ID. Keep paid_social as the medium so GA4 sees a paid click.
3. Pick macros for the rest. Names make reports readable; IDs stay the same if you rename things. The combined options follow Reddit's own example.
4. Read the sample click. It uses the example values from Reddit's macro table, so you can see how long IDs and names will look in your reports.
5. Copy the key and value table into the Parameter builder, or the full URL into Paste URL. Fix every red line first.

What to do next in Reddit Ads Manager

1. Catalog ads: in the Ads tab click Create Ad, choose your catalog ad group and set the destination URL source to the catalog. Then click “add URL parameters”.
2. Choose Parameter builder or Paste URL. The builder takes the table row by row; for Paste URL use the full URL, and check that the preview keeps every key. Add parameters at the ad level or in the catalog, not both.
3. Check the Preview URL before you publish. After that, the only way to change the parameters is a new ad.
4. Click a test URL. Use the campaign's More options › Test and Preview. Test URLs behave like real ads (clicks are charged) and expire after 30 days; they aren't available for Max campaigns.
5. Using Campaign Manager 360 as the destination? Add &rdt_cid=%prdt_cid=!; to the CM360 landing page URL suffix so the click ID survives.

Common Reddit macro errors and fixes

{{AD_GROUP_NAME}} instead of {{ADGROUP_NAME}}

Most platforms put an underscore between “ad” and “group”. Reddit doesn't. {{AD_GROUP_ID}} and {{AD_GROUP_NAME}} are not Reddit macros and reach your site as plain text.

Are Reddit ads macros case sensitive?

Yes — Reddit says all macros are case-sensitive. {{campaign_name}} fails where {{CAMPAIGN_NAME}} works. Copy macros from the table instead of typing them.

Paid clicks counted as Organic Social

Reddit's catalog example sets the medium to {{ADVERTISER_ID}}, which inserts an ID like t2_2abc03r6. GA4 sees a social source without a paid medium and calls it organic. Use paid_social and put the advertiser ID in its own parameter if you need it.

Parameters at both catalog and ad level

Reddit asks you to add URL parameters in one place only. Tags in the product feed links plus tags on the ad give doubled keys.

“Invalid click ID” in Events Manager

The click_id you send through the Conversions API must match the rdt_cid value from the URL exactly. A redirect that drops or trims it is the usual cause.