Click IDs, UTMs and intake links

Ad platforms add a click ID to the address when someone clicks an ad. Kalman uses it, along with your UTM tags, to tie a sign-up or purchase back to the ad that brought the visitor. Click IDs are random identifiers. They say nothing about a person's health.

What Kalman records automatically

When the tag is installed, each page view keeps:

• Click IDs: fbclid, gclid, ttclid, msclkid, wbraid, gbraid, li_fat_id and rdt_cid. These are always kept, whatever your allowlist says.
• UTMs: utm_source, utm_medium, utm_campaign, utm_content and utm_term, which are on Allowed query params by default.

Each click ID goes only to its own platform:

When your intake is on another domain

Click IDs are often lost when a visitor clicks from your site to an intake on another host, such as start.northwindhealth.com or an intake platform's domain. The onboarding scan reports this as Pass click ids into your intake and offers two fixes.

No developer needed: the auto-linker (recommended)

1. Open Integrations → Tracking and scroll to Privacy settings.
2. In Intake domains, list your intake hosts, one per line, up to 10. For example:
   • start.northwindhealth.com
   • *.intakeplatform.com
3. Press Save privacy settings.

You can also set this from the onboarding scan page. Saving adds each host to Allowed origins too, so an intake page that runs the tag can send events.

Use hostnames only: no https://, path or port. A wildcard such as *.intakeplatform.com matches subdomains only.

What the tag then does:

• It adds kl_id (the visitor's random Kalman ID) to links, forms and iframes that point at those hosts. It also adds the click IDs and UTMs the visitor arrived with.
• It remembers the first click IDs and UTMs for 30 days in the browser, so a visitor who browses a few pages before starting the intake still carries them.
• It only touches https links to the hosts you listed. It never changes other links and never reads any form value.
• If the intake page also runs the Kalman tag, it picks up kl_id, so the visit continues as the same visitor.

I'll update the links myself

Your developer carries the current page's fbclid, gclid and utm_* values onto every intake link. They also add kl_id, read from the _kl_id cookie.

Getting kl_id back from your platform

If your intake platform returns kl_id in its webhooks, Kalman can join its purchases to the original visit:

• In a webhook catcher, map the field to kl_id.
• For Stripe, Kalman reads kl_id from the payment's metadata, or from the client reference ID.

Consent

If a visitor has said no to ad sharing (or their browser sends Global Privacy Control), the auto-linker adds only kl_id. It adds no click IDs or UTMs and doesn't remember them. See Consent and GPC.

Tag your Meta ads

To see spend and results by campaign, ad set and ad, add Kalman's URL parameters to your Meta ads. The line is in the 3. Add tracking tags to your Meta ads panel on Integrations → Tracking, and on the Meta page.

1. In Meta Ads Manager, open the ad (edit), or select several ads to edit them together.
2. Scroll to Tracking, then URL parameters.
3. Paste the line below, replacing anything already there.
4. Publish.

utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.id}}&utm_term={{adset.id}}&utm_content={{ad.id}}

Meta fills in {{campaign.id}}, {{adset.id}} and {{ad.id}} itself. Don't change them. New ads need the line too, or you can set it once at the campaign level with Meta's 'Build a URL parameter' tool. For Google Ads, see Connect Google Ads.

What Kalman never sends

These parameters carry only numeric ad IDs and random click IDs. Never put product names, conditions, medications or any other free text in a UTM tag or intake link.