Ad codes and their values
Supporter segment utm1
The Trump campaign groups supporters into segments, based on what they want them to do and their previous support.
6 values
- na Non-action takers 69.22% of adverts $35,926,081 ($26 CPM)
- nd Non-donors 19.35% of adverts $15,937,004 ($22 CPM)
- rd Repeat donors 6.15% of adverts $8,587,239 ($52 CPM)
- md Monthly donors 3.67% of adverts $6,217,125 ($74 CPM)
- nr Non-registered supporters 1.57% of adverts $2,973,969 ($18 CPM)
- <empty> 0.04% of adverts $60,128 ($19 CPM)
Facebook page utm3
The page the campaign used to place the ad.
31 values – showing 10, see more
- djt Donald J. Trump 63.17% of adverts $36,561,537 ($28 CPM)
- teamtrump Team Trump 10.71% of adverts $11,935,318 ($30 CPM)
- pence Mike Pence 8.17% of adverts $8,844,760 ($24 CPM)
- t4az Trump for Arizona 1.48% of adverts $711,973 ($35 CPM)
- t4wi Trump for Wisconsin 1.44% of adverts $522,873 ($32 CPM)
- t4ia Trump for Iowa 1.37% of adverts $402,042 ($41 CPM)
- t4nc Trump for North Carolina 1.28% of adverts $584,810 ($29 CPM)
- t4mi Trump for Michigan 1.19% of adverts $704,057 ($28 CPM)
- t4oh Trump for Ohio 1.13% of adverts $739,514 ($24 CPM)
- bp Brad Parscale 1.11% of adverts $846,467 ($23 CPM)
Facebook optimization method utm5
The goal Facebook will optimize the ad to achieve.
13 values – showing 10, see more
- ocpmypur Optimize for purchases 47.61% of adverts $39,489,608 ($29 CPM)
- ocpmye Optimize for engagement 16.82% of adverts $9,250,230 ($30 CPM)
- ocpmycr Optimize for completion of registrations 11.94% of adverts $7,020,277 ($19 CPM)
- cpmyr 6.31% of adverts $1,712,713 ($27 CPM)
- ocpmyfpp 6.26% of adverts $4,942,184 ($35 CPM)
- ocpmyabc Optimize for leads (voter registration) 4.58% of adverts $3,460,400 ($26 CPM)
- ocpmyhsc Optimize for leads (voter registration) 2.06% of adverts $965,008 ($34 CPM)
- ocpmyelv Optimize for early voting 1.91% of adverts $1,837,479 ($26 CPM)
- ocpmyvv Optimize for video views 1.29% of adverts $706,921 ($34 CPM)
- ocpmylea Optimize for leads 1.15% of adverts $289,976 ($31 CPM)
Facebook targeting method utm6
The type of Facebook targeting used by the ad.
7 values
- cm Custom Audience 54.03% of adverts $39,147,711 ($33 CPM)
- bh Behavioural targeting 17.61% of adverts $17,287,162 ($20 CPM)
- la Lookalike Audience 14.42% of adverts $6,604,637 ($27 CPM)
- dt Data Trust 11.58% of adverts $6,008,958 ($37 CPM)
- rm Remarketing Audience 1.19% of adverts $272,143 ($21 CPM)
- lal Lookalike Audience 1.02% of adverts $257,810 ($10 CPM)
- 0 Unknown 0.15% of adverts $123,125 ($20 CPM)
Goal of the ad utm17
The goal of the ad - what the campaign wants from the person who sees it.
10 values
- acq Supporter acquisition 45.58% of adverts $26,049,288 ($26 CPM)
- fb3 Non-donor ad goal 19.27% of adverts $15,810,918 ($22 CPM)
- pers Voter persuasion 14.1% of adverts $6,606,985 ($34 CPM)
- fund Fundraising 6.35% of adverts $2,398,571 ($29 CPM)
- fb2 Get a regular or repeat donor 6.13% of adverts $8,567,858 ($51 CPM)
- fb1 Get monthly donor 3.71% of adverts $6,323,878 ($74 CPM)
- shop Sell merchandise 3.11% of adverts $884,119 ($12 CPM)
- fb5 Acquire new campaign sign ups 1.28% of adverts $2,701,592 ($18 CPM)
- fb4 Non-registered supporter acquisition 0.33% of adverts $311,091 ($18 CPM)
- per Voter persusasion 0.13% of adverts $47,246 ($11 CPM)
Ad campaign utm2
What the advert is about.
526 values – showing 10, see more
- resp 8.16% of adverts $3,124,071 ($38 CPM)
- resn 5.06% of adverts $2,143,682 ($31 CPM)
- bvtsurveyupdate 2.3% of adverts $1,985,966 ($24 CPM)
- cardt 2.2% of adverts $831,795 ($41 CPM)
- eoq600 2.2% of adverts $597,219 ($40 CPM)
- gotvelvwi 2.14% of adverts $863,159 ($36 CPM)
- gotvelvnc 2.1% of adverts $976,898 ($33 CPM)
- gotvelvia 1.63% of adverts $469,467 ($44 CPM)
- bdemcorruption 1.63% of adverts $1,648,171 ($20 CPM)
- gotvelvaz 1.62% of adverts $693,334 ($36 CPM)
FB Geo utm10
A geographical region or regions at which the ad is aimed.
46 values – showing 10, see more
- us Targets the USA 39.01% of adverts $28,335,670 ($25 CPM)
- geo240 9.97% of adverts $12,780,023 ($33 CPM)
- geo241 6.7% of adverts $4,699,843 ($26 CPM)
- nc North Carolina 4.81% of adverts $2,269,651 ($32 CPM)
- wi Wisconsin 4.53% of adverts $1,860,992 ($33 CPM)
- fl Florida 4.24% of adverts $4,171,687 ($29 CPM)
- az Arizona 4.13% of adverts $1,840,112 ($38 CPM)
- pa Pennsylvania 3.82% of adverts $2,896,792 ($34 CPM)
- mi Michigan 3.61% of adverts $2,212,215 ($29 CPM)
- ia Iowa 3.49% of adverts $895,905 ($42 CPM)
Facebook optimisation goal utm18
The action the campaign team wants the user to take.
10 values
- ha ‘Hard’ ask 27.65% of adverts $28,527,555 ($32 CPM)
- conversion Conversion 19.35% of adverts $8,485,993 ($21 CPM)
- leads Lead generation 18.25% of adverts $11,749,881 ($31 CPM)
- aware Brand awareness 13.41% of adverts $6,463,288 ($33 CPM)
- sa ‘Soft’ ask 9.16% of adverts $8,958,485 ($22 CPM)
- reach Reach 6.31% of adverts $1,712,713 ($27 CPM)
- postengagement Engagement 4.63% of adverts $2,940,299 ($25 CPM)
- coalb Coalitions 1.15% of adverts $289,976 ($31 CPM)
- videoviews Video views 0.09% of adverts $573,356 ($30 CPM)
- brandawareness Brand awareness 0.0% of adverts
Funding entity utm4
Who is paying for the ad.
4 values
- djtnonfund Donald J. Trump for President non-fundraising ads 45.79% of adverts $24,283,260 ($30 CPM)
- tmagac Trump Make America Great Again Committee 44.75% of adverts $42,135,596 ($27 CPM)
- djtfund Donald J. Trump for President campaign fundraising 6.35% of adverts $2,398,571 ($29 CPM)
- tmagacmerch Trump Make America Great Again Committee merchandise sales 3.11% of adverts $884,119 ($12 CPM)
Audience ID utm7
The ID of an unnamed audience, for example, military veterans.
673 values – showing 10, see more
- audience0235 1.89% of adverts $3,488,947 ($19 CPM)
- audience1227 1.67% of adverts $724,108 ($46 CPM)
- audience0724 1.48% of adverts $1,223,512 ($19 CPM)
- audience0695 1.43% of adverts $843,990 ($12 CPM)
- audience0698 1.41% of adverts $640,689 ($17 CPM)
- audience0694 1.31% of adverts $356,089 ($41 CPM)
- audience0732 1.27% of adverts $364,076 ($25 CPM)
- audience1409 1.23% of adverts $774,602 ($32 CPM)
- audience0759 1.2% of adverts $919,723 ($30 CPM)
- audience1408 1.18% of adverts $829,191 ($31 CPM)
Creative ID utm8
The ID of the image or video used in the ad.
3257 values – showing 10, see more
- creative02162 1.01% of adverts $502,267 ($39 CPM)
- creative02163 0.88% of adverts $216,096 ($55 CPM)
- creative05904 0.65% of adverts $1,552,276 ($31 CPM)
- creative05909 0.6% of adverts $1,676,547 ($22 CPM)
- creative05292 0.6% of adverts $999,609 ($22 CPM)
- creative04177 0.59% of adverts $277,068 ($19 CPM)
- creative06536 0.59% of adverts $637,031 ($30 CPM)
- creative06525 0.55% of adverts $387,965 ($39 CPM)
- creative06961 0.55% of adverts $746,816 ($26 CPM)
- creative02984 0.54% of adverts $231,918 ($29 CPM)
Copy ID utm9
The ID of the textual copy used in the ad.
1185 values – showing 10, see more
- copy00561 5.72% of adverts $2,095,825 ($47 CPM)
- copy01166 3.19% of adverts $1,982,912 ($31 CPM)
- copy01163 3.18% of adverts $1,496,149 ($33 CPM)
- copy01164 3.09% of adverts $1,458,506 ($32 CPM)
- copy01165 3.02% of adverts $1,603,960 ($36 CPM)
- copy00684 2.1% of adverts $939,922 ($29 CPM)
- copy00680 1.88% of adverts $1,839,191 ($28 CPM)
- copy00681 1.47% of adverts $987,314 ($30 CPM)
- copy01738 1.41% of adverts $1,368,170 ($21 CPM)
- copy01582 0.98% of adverts $406,710 ($19 CPM)
Age range utm12
The age cohort at which the ad is aimed.
8 values
- 18-65 97.48% of adverts $68,472,252 ($28 CPM)
- 35-65 1.14% of adverts $312,359 ($30 CPM)
- 18-34 0.85% of adverts $351,514 ($31 CPM)
- 55-65 0.32% of adverts $250,427 ($30 CPM)
- 35-54 0.12% of adverts $169,720 ($21 CPM)
- 45-65 0.08% of adverts $109,531 ($31 CPM)
- 18-45 0.0% of adverts $35,294 ($22 CPM)
- na 0.0% of adverts $449 ($35 CPM)
Ad network utm13
The network on which the ad will run.
5 values
- nfig Facebook and Instagram 53.56% of adverts $43,714,102 ($31 CPM)
- nf Facebook 46.17% of adverts $25,874,075 ($24 CPM)
- ig Instagram 0.12% of adverts $59,348 ($25 CPM)
- nfm Facebook and Instagram 0.11% of adverts $44,028 ($26 CPM)
- igs Instagram 0.04% of adverts $9,993 ($67 CPM)
Asset type utm19
The type of media asset used in the ad.
3 values
- static Uses a static image 60.98% of adverts $44,427,829 ($26 CPM)
- video Uses a video 39.01% of adverts $25,269,881 ($32 CPM)
- 0 Unknown 0.01% of adverts $3,836 ($7 CPM)
Creation date utm0
The date the ad was created
165 values – showing 10, see more
- 20201024 9.92% of adverts $6,445,435 ($31 CPM)
- 20200928 5.17% of adverts $1,599,464 ($39 CPM)
- 20201025 3.68% of adverts $1,526,600 ($29 CPM)
- 20200917 2.26% of adverts $2,339,924 ($27 CPM)
- 20200715 2.14% of adverts $943,107 ($24 CPM)
- 20200629 2.11% of adverts $826,584 ($30 CPM)
- 20201008 2.1% of adverts $2,419,405 ($69 CPM)
- 20201022 2.02% of adverts $656,857 ($31 CPM)
- 20201021 1.98% of adverts $1,108,208 ($24 CPM)
- 20200922 1.91% of adverts $1,265,468 ($29 CPM)
Genders utm11
The gender at which the ad is aimed.
4 values
- b 98.04% of adverts $68,414,874 ($28 CPM)
- f Targeted at women 1.26% of adverts $1,091,790 ($30 CPM)
- m Targeted at men 0.48% of adverts $144,955 ($53 CPM)
- B Targeting men and women 0.22% of adverts $49,927 ($22 CPM)
Facebook placement utm14
A placeholder for ‘selected Facebook placements’
2 values
- all 99.89% of adverts $69,657,518 ($28 CPM)
- mob 0.11% of adverts $44,028 ($26 CPM)
Asset display width utm20
The horizontal display aspect ratio of an asset.
12 values – showing 10, see more
- 1 60.61% of adverts $49,732,644 ($27 CPM)
- 16 32.33% of adverts $16,573,905 ($31 CPM)
- 1200 2.12% of adverts $782,565 ($29 CPM)
- 4 2.09% of adverts $1,292,722 ($26 CPM)
- na 1.98% of adverts $984,844 ($38 CPM)
- 0 0.4% of adverts $88,470 ($60 CPM)
- 9 0.2% of adverts $87,954 ($23 CPM)
- 1080 0.15% of adverts $34,525 ($30 CPM)
- 19 0.1% of adverts $48,977 ($57 CPM)
- 2500 0.01% of adverts $2,646 ($98 CPM)
Asset display height utm21
The vertical display aspect ratio of an asset.
12 values – showing 10, see more
- 1 61.3% of adverts $50,140,610 ($27 CPM)
- 9 32.43% of adverts $16,624,417 ($31 CPM)
- 628 2.11% of adverts $758,950 ($29 CPM)
- 5 2.09% of adverts $1,292,722 ($26 CPM)
- 16 1.15% of adverts $568,266 ($40 CPM)
- 0 0.4% of adverts $88,470 ($60 CPM)
- 1200 0.25% of adverts $78,210 ($43 CPM)
- 1350 0.15% of adverts $34,525 ($30 CPM)
- na 0.1% of adverts $40,222 ($26 CPM)
- 2000 0.01% of adverts $2,646 ($98 CPM)
Video length utm22
The length of the video used in the advert.
131 values – showing 10, see more
- na 59.69% of adverts $43,913,023 ($26 CPM)
- 030s 9.44% of adverts $4,879,261 ($29 CPM)
- 015s 6.64% of adverts $4,937,968 ($34 CPM)
- 006s 2.29% of adverts $1,650,159 ($25 CPM)
- 060s 1.24% of adverts $852,648 ($29 CPM)
- 012s 1.2% of adverts $1,253,288 ($42 CPM)
- 089s 1.04% of adverts $2,102,502 ($47 CPM)
- 023s 0.97% of adverts $523,473 ($45 CPM)
- 075s 0.95% of adverts $397,866 ($37 CPM)
- 9 0.95% of adverts $480,312 ($46 CPM)
Unused age range utm15
Junk – an apparently duplicate age range.
5 values
- na 99.59% of adverts $69,126,332 ($28 CPM)
- 18-34 0.12% of adverts $172,356 ($22 CPM)
- 55-65 0.12% of adverts $173,010 ($27 CPM)
- 35-54 0.12% of adverts $169,720 ($21 CPM)
- <empty> 0.04% of adverts $60,128 ($19 CPM)
Ad LP code utm16
Not sure, but changes with copy and creative
409 values – showing 10, see more
- lp9999 12.56% of adverts $6,650,837 ($33 CPM)
- lp0174 3.7% of adverts $1,296,641 ($28 CPM)
- lp0213 3.48% of adverts $1,412,987 ($68 CPM)
- lp0173 2.77% of adverts $890,369 ($41 CPM)
- lp0263 2.35% of adverts $2,022,026 ($23 CPM)
- lp0120 2.2% of adverts $831,795 ($41 CPM)
- lp0494 2.2% of adverts $597,219 ($40 CPM)
- lp0135 1.72% of adverts $925,332 ($23 CPM)
- lp0229 1.63% of adverts $1,648,171 ($20 CPM)
- lp0226 1.58% of adverts $460,948 ($25 CPM)