Audiences and UTM Integrations
Track Hotmart sales back to the ad
Create a project in UTM Integrations, install the script, add the UTMs to your campaigns and register the webhook. Every sale comes back with the campaign, ad set and ad that brought it.
Quick answer
In UTM Integrations, fill in New project with the name, the Sales platform and the Ad accounts, then click Create project. In the project, open Set up tracking and follow the four blocks: install the script on the sales page, click Add to campaigns (Meta) and Add to Google Ads, and paste the webhook URL into Hotmart.
Before you start
- Have admin access to the product on Hotmart: that is where the webhook is registered.
- To install the script, you need to edit the sales page or have access to its Google Tag Manager.
- Tracking has three parts that work together: the script keeps the click source, the UTMs say which ad it came from and the webhook tells Ads Editor about every sale.
Step by step
In this example, we connect a launch sold on Hotmart to two Meta ad accounts.
- 1
Create the project
In the side menu, click UTM Integrations. Under New project, give it a name (the product name, for example), choose Hotmart in Sales platform and click the list button next to Ad accounts.
1234- 1Project name
- 2Sales platform
- 3Ad accounts
- 4Create project
- 2
Choose the accounts
Check the accounts that advertise this product (Meta and Google show different tags) and click Use checked accounts. Then click Create project.
12- 1Project accounts
- 2Use checked accounts
- 3
Open Set up tracking
The project shows up in My projects. Click Set up tracking to open the four blocks with the script, the UTMs and the webhook.
1- 1Set up tracking
- 4
Install the script on the sales page
Click Copy in block 1 and paste the script into Google Tag Manager, as a Custom HTML tag, or straight into the page
<head>. It keeps the click source until checkout, even if the visitor goes through another page first.
12- 1Tracking script
- 2Copy
- 5
Add the UTMs to your campaigns
In block 2, click Add to campaigns, check the Meta campaigns (up to 15 at a time) and confirm: Ads Editor writes the pattern into the URL parameters field of each ad. If you also advertise on Google, use Add to Google Ads in block 3.
12- 1Add to campaigns
- 2Add to Google Ads
- 6
Register the webhook in Hotmart
Copy the URL in block 4. In Hotmart, open Tools, then Webhook, create a configuration, paste the URL, choose version 2.0 and check the Purchase approved event for all products. The Register the Webhook in Hotmart button opens the right page.
12- 1Project webhook URL
- 2Register the Webhook in Hotmart
Ads that already have their own UTMs
Add to campaigns replaces URL parameters that differ from the project pattern. If you use UTMs from another tool, check which campaigns to select first. Ads already using the pattern are skipped.
How to tell it worked
- Make a test purchase. It shows up in Latest received events, in the project itself, with the campaign and the ad.
- In Meta Ads, open the column picker: UTM Purchases, UTM Revenue and Profit are now available.
- Reports and the Copilot start using the attributed sales instead of the purchases reported by the pixel.
If something goes wrong
| Symptom | Likely cause | What to do |
|---|---|---|
| No sale shows up in Latest received events | The webhook was not registered, or was registered with another event or version | Check Hotmart: the URL from block 4, version 2.0 and the Purchase approved event |
| The sale arrives without a campaign | The ad has no UTM or the page drops the parameters along the way | Use Add to campaigns and install the script on the sales page |
| The UTM columns do not show up in Meta Ads | The account is not in any project | Add the account to the project with Add account |
| My platform is not on the list | There is no integration with it yet | Click Can’t find your platform? Request an integration |
Frequently asked questions
What is the script that appears in the How to Integrate panel and where do I install it?
It's a tracking script that you install on your sales page (the page that receives traffic from your ads). It captures the UTM parameters that arrive with the ad click and automatically passes them to your checkout links, so the sale reaches the platform with the correct source. It also captures Google Ads click IDs (gclid), so it works for both Meta and Google traffic. You can install it in two ways: through Google Tag Manager, by creating a custom HTML tag and pasting the script (the panel has an Insert into GTM button), or by pasting the code directly into the page's HTML. Without the script, clicks that pass through intermediate pages can lose their UTMs before checkout.
Where do I find the webhook URL and where should I paste it on my sales platform?
Open the UTM Integrations page, find your project under My projects and click How to integrate. The Webhook section shows your project's unique URL with a copy button, and the instructions change depending on the platform. Examples: in Hotmart, paste it in the approved purchase webhook field (version 2.0) for all products in the account; in Kirvano, go to Apps, then Webhooks, and select the sales events; in Cakto, go to Integrations and Webhooks; in Ticto, go to Tools and Webhooks using JSON format, version 2.0; in Monetizze, go to Tools and Postback; in Perfect Pay and Lastlink, setup is per product. Always select the approved sale, refund and chargeback events so your numbers are correct. Many platforms have a shortcut button in the Ads Editor panel that opens the right page.
How do I apply UTMs to my Meta campaigns automatically?
In your project, open the How to integrate panel, go to the UTMs for Meta Ads campaigns section and click the Include UTMs in campaigns button. The Apply UTMs modal opens, listing campaigns that are active or have spent in the last 30 days, with a search box and Select all and Deselect all buttons. Select the campaigns you want (up to 15 at a time, to stay within Meta's API limit) and click Apply UTMs. The system goes through the ads and applies the tracking pattern. Ads that already have the correct pattern are skipped automatically, and at the end a summary shows how many were updated, how many were skipped and any errors. Important: this replaces any different URL parameters the ad already had, so if you use UTMs from another tool, review them first.
Which sales platforms does Ads Editor integrate with?
The UTM Integrations selector includes: Hotmart, Braip, Kiwify, Eduzz, Guru, Hubla, Kirvano, Cakto, Ticto, Perfect Pay, Monetizze, Greenn, Pepper, Lastlink, Payt, and CartPanda. Choose yours in the Platform field when you create the integration. If yours isn't on the list, click Request integration on the same page and tell us which platform you use: the team decides what to add based on requests.
What sales columns appear in Meta Ads after I connect an integration?
With at least one integration connected to the account, the manager's column selector unlocks extra columns: UTM Purchases (the number of approved sales attributed to that campaign, ad set, or ad), UTM Revenue (revenue from those sales), Profit (UTM Revenue minus the campaign's spend), Total Sales (all approved sales in the period, even without attribution), Total Revenue, and Total Profit. You can also add the same metrics to the summary cards at the top of the manager. To turn them on, open the manager's column selector and select the ones you want. If you don't see these columns, no integration project is connected.