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

# Ad attribution

> Measure ad-driven visits, wallet connects, transactions, volume, and revenue across Google, Meta, X, TikTok, LinkedIn, Reddit, and Microsoft.

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.

## Supported ad platforms

| Platform      | Click ID parameter                                                            |
| ------------- | ----------------------------------------------------------------------------- |
| Google Ads    | `gclid`, `gad_source`                                                         |
| Meta Ads      | `fbclid`                                                                      |
| Microsoft Ads | `msclkid`                                                                     |
| TikTok Ads    | `ttclid`                                                                      |
| X Ads         | `twclid`                                                                      |
| LinkedIn Ads  | `li_fat_id`                                                                   |
| Reddit Ads    | `rdt_cid`                                                                     |
| Other Paid    | any paid `utm_medium` (`cpc`, `cpm`, `ppc`, `paid*`, etc.) without a click ID |

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](/guides/onchain-attribution#utm-parameter-basics).

## 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](/data/attribution), 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](/features/attribution/key-metrics#channels): Paid Search and Paid Social group networks by format, while Ads identifies the individual network.

## 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](/api).