URL and Attribution Parameters

Reference the campaign, click-ID, and Jurni parameters commonly used for attribution, routing, and experiment context.

Jurni experiences can receive and preserve URL parameters used for campaign attribution, traffic routing, and experiment context. Keep parameter names stable when they are part of a paid-media or analytics workflow.

Standard campaign parameters

Parameter	Common use
utm_source	Traffic source, such as Meta, Google, or newsletter
utm_medium	Marketing medium, such as paid_social, cpc, or email
utm_campaign	Campaign identifier
utm_term	Keyword, audience, persona, or other campaign dimension
utm_content	Creative, ad, or content variation

Ad-platform click identifiers

Parameter	Platform
fbclid	Meta / Facebook click identifier
gclid	Google Ads click identifier
msclkid	Microsoft Ads click identifier

These identifiers are generated by the advertising platform and can be important for downstream attribution. Do not manually replace or normalize them unless your tracking architecture explicitly requires it.

Jurni parameters

Some Jurni workflows use Jurni-specific parameters to keep routing or experiment context available.

Parameter	Purpose
jurni_utm	Jurni campaign/routing context used by supported implementations
jurni_ab_test_id	Identifies the Jurni experiment
jurni_ab_variant_id	Identifies the assigned experiment variant

Do not reuse an experiment or variant ID to represent a different experiment. Stable IDs are important when events are joined back to experiment results or external analytics.

Parameter passthrough

When a Jurni flow needs to pass campaign parameters to another page, test the full navigation path rather than only the landing URL. Pay particular attention to redirects, external destinations, and transitions from a Jurni subdomain to the Shopify root domain.

Routing with parameters

Parameter-based routing can be useful when a campaign must deterministically send a known audience or ad variation to a specific experience. If your implementation uses this pattern, define:

• The parameter being evaluated
• The exact accepted value
• The destination
• The fallback when the parameter is missing or invalid

Avoid overlapping rules that can send the same URL to multiple destinations.

Related guides

• UTM parameter passthrough and attribution
• Attribution overview
• Smart Links
• Experiment traffic assignment
• Event dictionary