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The UTP, an abbreviation for universal tracking parameter, is a parameter added to the landing page connected to the ad media of your advertisers. Once added, the platform will produce a unique value for every touch point generated via the ad media. This value will be transmitted to the tracking server via the on-page codetag, allowing the platform to identify the connection between the redirect from the ad media to the tracking domain and the so called ‘click-in’ on the advertiser’s landing page unambiguously.
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Please note that for the UTP to work, you need to make sure that the on-page code tag is implemented on all pages of your advertiser’s website. For comprehensive instructions, please read this article
When your publishers choose to work with SEO-friendly bounceless tracking, the UTP can not be applied in a meaningful way, because no redirection is taking place.
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