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Formo attributes traffic and users to the ad network that acquired them. When someone clicks your ad, the platform appends a click ID to your landing page URL; Formo captures it automatically so you can measure ad performance across the dashboard.

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Supported ad platforms

There is nothing to configure. Keep auto-tagging enabled on your ad platform—the default on all supported platforms—and the click IDs arrive on your landing URLs. Add UTM parameters when you also want campaign-level detail on top of network-level attribution; see UTM parameter basics.

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How it works

  • Sessions attribute to the session’s first paid touch. An organic landing followed by an ad click in the same session still counts for the ad network.
  • Users carry first-touch and last-touch ad attribution across their whole history, so you can analyze acquisition or conversion influence.
  • Click IDs feed channel classification, allowing known platforms to classify as Paid Search or Paid Social even when an in-app browser omits the referrer.
  • Ad attribution is more granular than Channels: Paid Search and Paid Social group networks by format, while Ads identifies the individual network.

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How to measure ad performance

  • Overview → Acquisition card → Ads tab: paid sessions and visitors by network. Click a row to open the Users page filtered to that network.
  • Overview chart breakdown: break Visitors, Sessions, Page views, Wallets, Transactions, Volume, or Revenue down by Ads.
  • Users page: filter by Ads or Ad Click ID in first-touch, last-touch, or any-touch mode. The table and profiles show the attributed network and raw click ID.
  • Activity page: filter the event feed and chart by Ads or Ad Click ID.
  • Funnels: compare conversion rates by Ads or apply an Ads-filtered segment.
  • Retention: segment retention cohorts by Ads.
  • API: use /v0/top_sources?metric_column=paid_source for the breakdown; /v0/profiles returns and filters user-level ad attribution. See the API reference.