> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getjurni.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# 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                       |

<Warning>
  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.
</Warning>

## 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


## Related topics

- [UTM Parameter Passthrough & Attribution](/integrations/utm-attribution.md)
- [Find the right Jurni help](/help/start.md)
- [Connect Meta Pixel](/integrations/meta-pixel.md)
- [Attribution in Jurni](/analytics-reporting/attribution-overview.md)
- [Experiment Routing Rules](/experiments/routing-rules.md)