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 67.71% of adverts $28,076,710
- nd Non-donors 20.3% of adverts $14,645,186
- rd Repeat donors 6.35% of adverts $7,842,417
- md Monthly donors 3.88% of adverts $5,340,723
- nr Non-registered supporters 1.71% of adverts $2,973,869
- <empty> 0.05% of adverts $52,713
Facebook page utm3
The page the campaign used to place the ad.
31 values – showing 10, see more
- djt Donald J. Trump 63.67% of adverts $31,337,471
- teamtrump Team Trump 10.94% of adverts $11,330,050
- pence Mike Pence 8.47% of adverts $8,453,038
- t4az Trump for Arizona 1.26% of adverts $551,284
- t4ia Trump for Iowa 1.21% of adverts $305,822
- bp Brad Parscale 1.11% of adverts
- t4wi Trump for Wisconsin 1.05% of adverts $253,033
- w4t Women for Trump 1.05% of adverts $1,408,293
- t4mi Trump for Michigan 1.05% of adverts $472,746
- t4nc Trump for North Carolina 1.03% of adverts $319,569
Facebook optimization method utm5
The goal Facebook will optimize the ad to achieve.
13 values – showing 10, see more
- ocpmypur Optimize for purchases 49.62% of adverts $35,360,433
- ocpmye Optimize for engagement 17.82% of adverts $8,065,274
- ocpmycr Optimize for completion of registrations 11.99% of adverts $6,664,266
- cpmyr 5.54% of adverts $1,239,881
- ocpmyabc Optimize for leads (voter registration) 4.98% of adverts $2,963,029
- ocpmyfpp 3.14% of adverts $1,031,724
- ocpmyhsc Optimize for leads (voter registration) 2.23% of adverts $949,403
- ocpmyelv Optimize for early voting 1.94% of adverts $1,633,961
- ocpmyvv Optimize for video views 1.4% of adverts $706,921
- ocpmylea Optimize for leads 1.25% of adverts $289,976
Facebook targeting method utm6
The type of Facebook targeting used by the ad.
7 values
- cm Custom Audience 54.17% of adverts $33,917,508
- bh Behavioural targeting 17.79% of adverts $15,097,006
- la Lookalike Audience 14.05% of adverts $4,886,475
- dt Data Trust 11.54% of adverts $4,561,151
- rm Remarketing Audience 1.17% of adverts $174,996
- lal Lookalike Audience 1.11% of adverts $173,219
- 0 Unknown 0.17% of adverts $121,263
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 43.09% of adverts $20,098,761
- fb3 Non-donor ad goal 20.23% of adverts $14,519,400
- pers Voter persuasion 14.86% of adverts $5,441,254
- fb2 Get a regular or repeat donor 6.33% of adverts $7,823,036
- fund Fundraising 6.29% of adverts $2,003,104
- fb1 Get monthly donor 3.93% of adverts $5,447,476
- shop Sell merchandise 3.38% of adverts $554,066
- fb5 Acquire new campaign sign ups 1.39% of adverts $2,701,492
- fb4 Non-registered supporter acquisition 0.36% of adverts $310,791
- per Voter persusasion 0.14% of adverts $32,238
Ad campaign utm2
What the advert is about.
524 values – showing 10, see more
- resp 8.8% of adverts $2,798,072
- resn 5.38% of adverts $1,775,105
- bvtsurveyupdate 2.5% of adverts $1,855,783
- cardt 2.4% of adverts $831,795
- eoq600 2.4% of adverts $482,035
- bdemcorruption 1.77% of adverts $1,547,026
- antifapetition 1.54% of adverts $2,325,479
- gotvelvnc 1.52% of adverts $511,610
- paremarks 1.47% of adverts $609,711
- gotvelvia 1.37% of adverts $342,574
FB Geo utm10
A geographical region or regions at which the ad is aimed.
46 values – showing 10, see more
- us Targets the USA 40.13% of adverts $25,555,585
- geo240 10.3% of adverts $11,514,146
- geo241 6.98% of adverts $4,274,801
- nc North Carolina 4.41% of adverts $1,608,889
- fl Florida 4.24% of adverts $3,229,810
- az Arizona 3.87% of adverts $1,504,353
- wi Wisconsin 3.84% of adverts $1,197,107
- pa Pennsylvania 3.77% of adverts $1,849,352
- ia Iowa 3.39% of adverts $749,749
- mi 3.35% of adverts $1,543,134
Facebook optimisation goal utm18
The action the campaign team wants the user to take.
10 values
- ha ‘Hard’ ask 28.9% of adverts $25,635,659
- conversion Conversion 19.69% of adverts $7,317,635
- leads Lead generation 15.42% of adverts $6,943,657
- aware Brand awareness 14.12% of adverts $5,282,549
- sa ‘Soft’ ask 9.95% of adverts $8,712,823
- reach Reach 5.54% of adverts $1,239,881
- postengagement Engagement 5.04% of adverts $2,936,082
- coalb Coalitions 1.25% of adverts $289,976
- videoviews Video views 0.1% of adverts $573,356
- brandawareness Brand awareness 0.0% of adverts
Funding entity utm4
Who is paying for the ad.
4 values
- tmagac Trump Make America Great Again Committee 46.76% of adverts $38,599,929
- djtnonfund Donald J. Trump for President non-fundraising ads 43.57% of adverts $17,774,519
- djtfund Donald J. Trump for President campaign fundraising 6.29% of adverts $2,003,104
- tmagacmerch Trump Make America Great Again Committee merchandise sales 3.38% of adverts $554,066
Audience ID utm7
The ID of an unnamed audience, for example, military veterans.
671 values – showing 10, see more
- audience0235 2.04% of adverts $3,424,288
- audience1227 1.63% of adverts $569,189
- audience0724 1.56% of adverts $1,142,657
- audience0695 1.5% of adverts $770,070
- audience0698 1.49% of adverts $596,955
- audience0694 1.38% of adverts $331,670
- audience0732 1.38% of adverts $291,746
- audience0759 1.25% of adverts $813,194
- audience0817 1.24% of adverts $3,328,778
- audience0718 1.23% of adverts $1,380,272
Creative ID utm8
The ID of the image or video used in the ad.
3241 values – showing 10, see more
- creative02162 1.1% of adverts $502,267
- creative02163 0.96% of adverts $216,096
- creative05904 0.71% of adverts $1,410,923
- creative05909 0.65% of adverts $1,627,498
- creative05292 0.64% of adverts $899,772
- creative04177 0.62% of adverts $246,767
- creative06961 0.59% of adverts $634,089
- creative02984 0.59% of adverts $184,129
- creative05856 0.53% of adverts $277,424
- creative04456 0.53% of adverts $154,644
Copy ID utm9
The ID of the textual copy used in the ad.
1178 values – showing 10, see more
- copy00561 6.21% of adverts $1,929,109
- copy00684 2.28% of adverts $811,949
- copy01163 2.21% of adverts $534,161
- copy01166 2.2% of adverts $593,566
- copy01164 2.12% of adverts $494,111
- copy01165 2.07% of adverts $556,958
- copy00680 2.05% of adverts $1,499,163
- copy00681 1.6% of adverts $844,484
- copy01738 1.53% of adverts $1,302,679
- copy00588 1.01% of adverts $176,466
Age range utm12
The age cohort at which the ad is aimed.
8 values
- 18-65 97.26% of adverts $57,731,466
- 35-65 1.24% of adverts $312,359
- 18-34 0.93% of adverts $351,514
- 55-65 0.35% of adverts $221,285
- 35-54 0.13% of adverts $169,720
- 45-65 0.09% of adverts $109,531
- 18-45 0.0% of adverts $35,294
- na 0.0% of adverts $449
Ad network utm13
The network on which the ad will run.
5 values
- nfig Facebook and Instagram 56.59% of adverts $39,132,540
- nf Facebook 43.12% of adverts $19,687,642
- ig Instagram 0.14% of adverts $57,415
- nfm Facebook and Instagram 0.12% of adverts $44,028
- igs Instagram 0.04% of adverts $9,993
Asset type utm19
The type of media asset used in the ad.
3 values
- static Uses a static image 60.78% of adverts $37,286,636
- video Uses a video 39.2% of adverts $21,641,146
- 0 Unknown 0.02% of adverts $3,836
Creation date utm0
The date the ad was created
163 values – showing 10, see more
- 20201024 6.82% of adverts $2,139,466
- 20200928 5.63% of adverts $1,599,464
- 20201025 2.62% of adverts $714,381
- 20200917 2.46% of adverts $2,023,951
- 20200715 2.33% of adverts $918,705
- 20200629 2.29% of adverts $600,859
- 20201008 2.28% of adverts $2,150,310
- 20200922 2.07% of adverts $1,209,260
- 20201019 1.65% of adverts $1,364,061
- 20201005 1.64% of adverts $1,101,233
Genders utm11
The gender at which the ad is aimed.
4 values
- b 97.87% of adverts $57,649,046
- f Targeted at women 1.37% of adverts $1,091,790
- m Targeted at men 0.53% of adverts $144,955
- B Targeting men and women 0.24% of adverts $45,827
Facebook placement utm14
A placeholder for ‘selected Facebook placements’
2 values
- all 99.88% of adverts $58,887,590
- mob 0.12% of adverts $44,028
Asset display width utm20
The horizontal display aspect ratio of an asset.
12 values – showing 10, see more
- 1 60.4% of adverts $41,938,348
- 16 32.11% of adverts $13,746,936
- 4 2.27% of adverts $1,272,521
- na 2.16% of adverts $984,844
- 1200 2.11% of adverts $654,103
- 0 0.43% of adverts $88,470
- 9 0.22% of adverts $87,954
- 1080 0.16% of adverts $34,525
- 19 0.11% of adverts $48,977
- 2500 0.01% of adverts $2,646
Asset display height utm21
The vertical display aspect ratio of an asset.
12 values – showing 10, see more
- 1 61.16% of adverts $42,346,314
- 9 32.22% of adverts $13,797,448
- 5 2.27% of adverts $1,272,521
- 628 2.1% of adverts $630,488
- 16 1.25% of adverts $568,266
- 0 0.43% of adverts $88,470
- 1200 0.28% of adverts $78,210
- 1350 0.16% of adverts $34,525
- na 0.1% of adverts $40,222
- 2000 0.01% of adverts $2,646
Video length utm22
The length of the video used in the advert.
131 values – showing 10, see more
- na 59.4% of adverts $36,789,831
- 030s 10.03% of adverts $4,293,807
- 015s 6.93% of adverts $4,279,032
- 006s 2.22% of adverts $1,439,935
- 060s 1.32% of adverts $580,112
- 012s 1.31% of adverts $1,162,924
- 9 1.03% of adverts $480,312
- 027s 0.9% of adverts $238,683
- 023s 0.81% of adverts $472,688
- 089s 0.76% of adverts $1,523,223
Unused age range utm15
Junk – an apparently duplicate age range.
5 values
- na 99.56% of adverts $58,363,819
- 18-34 0.13% of adverts $172,356
- 55-65 0.13% of adverts $173,010
- 35-54 0.13% of adverts $169,720
- <empty> 0.05% of adverts $52,713
Ad LP code utm16
Not sure, but changes with copy and creative
409 values – showing 10, see more
- lp9999 8.67% of adverts $2,271,605
- lp0174 4.02% of adverts $1,115,248
- lp0213 3.78% of adverts $1,386,026
- lp0173 2.97% of adverts $774,883
- lp0263 2.56% of adverts $1,881,750
- lp0120 2.4% of adverts $831,795
- lp0494 2.4% of adverts $482,035
- lp0135 1.87% of adverts $749,380
- lp0229 1.77% of adverts $1,547,026
- lp0424 1.45% of adverts $605,481