LeadJourney URL Parameters are custom identifiers added to the end of your ad URLs that allow us to track the source, campaign, ad set, and ad that brought each visitor to your website.
These parameters are crucial for enabling accurate attribution, offline conversion tracking, and giving you full visibility into which ads drive your best leads — all while staying compliant with data privacy laws.
🧠 Why Do URL Parameters Matter?
When a user clicks on one of your ads, LeadJourney captures data about where that visitor came from and what campaign or ad they interacted with. This is made possible by URL parameters.
Without these parameters:
We cannot determine which specific campaign or ad drove the lead
Offline conversion data cannot be matched back to the ad platform
Your reporting in LeadJourney would be incomplete or grouped as "unknown" traffic
🧩 What Do LeadJourney Parameters Look Like?
LeadJourney uses a consistent set of custom parameters that look like this:
lj_channel=meta_ads lj_c_id=1234567890 lj_as_id=111111111 lj_ad_id=222222222 lj_placement=feed
Each parameter plays a specific role in identifying traffic:
Parameter | Purpose |
| Defines the traffic source (e.g. |
| The campaign ID from the ad platform |
| The ad set or ad group ID |
| The specific ad (creative) ID |
| (If available) The targeted keyword or audience ID (e.g. in Google Ads) |
| The matched keyword from a search campaign |
| The placement (e.g. feed, story, search, display) |
These parameters are automatically detected by the LeadJourney tracking script and stored together with the visitor’s Click ID — enabling complete attribution later when a lead converts.
📊 What Happens With These Parameters?
Once a visitor clicks on an ad with LeadJourney URL parameters:
The parameters are captured by our tracking script
They're stored alongside the LeadJourney Click ID
When a lead submits a form, the Click ID (and its associated parameters) is saved
If the lead converts, LeadJourney sends the data back to the ad platform (via API) for offline conversion tracking
This makes it possible to:
Attribute every lead to the exact campaign, ad set, and ad
Monitor ROAS based on real CRM conversions
Optimize your campaigns for lead quality, not just clicks
✅ Fully Privacy-Compliant
LeadJourney parameters contain no personal data — only anonymous technical identifiers. This ensures your tracking stays GDPR-compliant while still delivering powerful insights and optimization capabilities.
🧠 Summary
LeadJourney URL Parameters are the bridge between:
Ad clicks and CRM leads
Campaign structure and actual performance
Tracking accuracy and privacy compliance
They power your ability to see exactly which campaigns work, and to feed that success back into Meta and Google via our offline conversion sync.
📌 Platform-specific setup instructions are available in separate articles.
👉 If you need help generating the correct parameters, feel free to contact our support team.