How to add the correct UTM parameters to your Outbrain campaigns so Klar can attribute your ad spend accurately.
✅ Editing UTM parameters does not trigger an ad review process. Make these changes as soon as possible.
⚠️ Do not add UTM parameters to the content URL when submitting. Always add them in the Tracking section at the campaign level instead.
🚫 Do not use # in your naming convention — it causes everything after it to be cut off.
Parameters
New setup (no existing UTM parameters)
If you have no existing UTM parameters, use this snippet:
utm_source={{publisher_name}}&utm_medium=outbrain&utm_campaign={{campaign_name}}&utm_term={{section_name}}&utm_content={{ad_title}}&klar_source=outbrain&klar_sadid={{ad_id}}
✅ Do not add a ? at the start — Outbrain appends it automatically.
Existing UTM parameters
If you already have UTM parameters in place, make sure these are either present or appended:
utm_source=outbrain OR utm_medium=outbrain
utm_campaign={{campaign_name}}
utm_term={{section_name}}
utm_content={{ad_title}}
klar_source=outbrain
klar_sadid={{ad_id}}
Example:
Below is an example of how adding the required parameters to existing parameters looks like with the added parameters being bold:
utm_source=outbrain&utm_medium=referral&utm_campaign={{campaign_name}}&utm_term={{section_name}}&utm_content={{ad_title}}&klar_source=outbrain&klar_sadid={{ad_id}}
⚠️ Naming conventions
Certain characters in UTM values silently break tracking. Use hyphens (-) or underscores (_) in your campaign names — nothing else.
Character | Recommended? | Reason |
| ✅ Yes | Safe and clean |
| ✅ Yes | Safe and clean |
| ⚠️ Avoid | May be interpreted as a space — |
| ❌ No | Starts the URL fragment — breaks all tracking after it |
Spaces | ❌ No | Require URL encoding |
Avoid umlauts and accented characters (ä, ö, ü, ç) in UTM values — they get URL-encoded and corrupt your campaign names in reports.
Implementation
⚠️ There is no bulk editing feature for UTM parameters in Outbrain. You need to update each campaign individually.
Open or create a campaign
Go to the Tracking section
Paste the parameters into the Suffix field
Save and repeat for all remaining campaigns