Reddit Ads in GA4: Complete Setup Guide for rdt_cid Tracking

Reddit has emerged as a powerful advertising platform with over 430 million monthly active users across thousands of engaged communities. However, many advertisers struggle with properly tracking Reddit campaign performance in Google Analytics 4. If your Reddit ads are showing up as generic referral traffic without campaign attribution, this guide will help you implement complete tracking.

Understanding Reddit's Tracking Challenge

Reddit Ads automatically includes tracking parameters on all ad clicks, but these parameters aren't recognized by Google Analytics 4.

What Reddit Adds Automatically

When someone clicks a Reddit ad, Reddit appends the rdt_cid (Reddit Click ID) parameter:

https://www.example.com/page?rdt_cid=abc123def456xyz789

Why GA4 Doesn't Recognize rdt_cid

The core issue: Google Analytics 4 has no native integration with Reddit's advertising platform.

When traffic arrives with only rdt_cid:

1. GA4 sees referrer domain: reddit.com
2. Looks for UTM parameters: None found
3. Cannot identify as paid advertising
4. Defaults to classifying as referral traffic
5. Assigns to "Referral" channel (not Paid Social)

What You See Without Proper Tracking

In GA4 Reports:

• Source: reddit.com
• Medium: referral
• Channel: Referral
• Campaign: (not set)
• No campaign or ad group data

The Problem:

• Can't distinguish paid ads from organic Reddit traffic
• No visibility into campaign performance in GA4
• Unable to measure true ROI
• Missing conversion attribution data
• Can't optimize based on GA4 behavior metrics

Why You Need Both rdt_cid and UTM Parameters

Reddit's tracking works on a dual-system approach:

rdt_cid: Reddit's Tracking System

Purpose:

• Reddit Pixel: Links ad clicks to on-site conversion events
• Conversion Attribution: Connects conversions back to specific campaigns in Reddit Ads
• Campaign Optimization: Powers Reddit's automated bidding and delivery
• Audience Building: Creates retargeting audiences from converters
• Event Tracking: Tracks PageVisit, ViewContent, AddToCart, Purchase events

Where You See Results:

• Reddit Ads Manager conversion reporting
• Campaign performance dashboards
• Cost per conversion metrics
• Audience insights
• A/B test results

UTM Parameters: GA4's Tracking System

Purpose:

• Traffic Attribution: Identifies source, medium, and campaign in GA4
• Channel Grouping: Properly categorizes as "Paid Social"
• Behavior Analysis: Tracks post-click user journey
• Conversion Funnels: Shows complete path from Reddit ad to conversion
• Cross-Channel Comparison: Compares Reddit to other marketing channels

Where You See Results:

• GA4 traffic acquisition reports
• User acquisition analysis
• Engagement metrics
• Conversion path reports
• Custom explorations

Why Both Are Required

Together: Complete tracking ecosystem for comprehensive campaign analysis across both platforms.

Step-by-Step Setup Guide

Method 1: Reddit Ads Manager Campaign Setup (Recommended)

Step 1: Access Your Campaign

1. Log in to Reddit Ads Manager
2. Navigate to "Campaigns"
3. Select existing campaign or create new one
4. Click "Edit" to access campaign settings

Step 2: Configure Destination URL

1. Find the "Destination" section
2. Enter your landing page URL
3. Look for "URL parameters" or "Tracking parameters" option

Step 3: Add UTM Parameters

In the URL parameters field, add:

utm_source=reddit&utm_medium=paid_social&utm_campaign={"{"}{"{"}campaign_name{"}"}{"}"}}&utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}&utm_term={"{"}{"{"}ad_name{"}"}{"}"}}

Step 4: Verify Reddit Pixel

1. Ensure Reddit Pixel is installed on your website
2. Reddit automatically adds rdt_cid to all ad clicks
3. Both parameters will be present on final URL

Final URL Structure:

https://example.com/page
?utm_source=reddit
&utm_medium=paid_social
&utm_campaign=product_launch_q1
&utm_content=tech_enthusiasts
&utm_term=carousel_ad_v1
&rdt_cid=abc123def456 (added automatically by Reddit)

Method 2: Ad Group Level Configuration

For more granular control:

Step 1: Navigate to Ad Group

1. Select your campaign
2. Click "Ad groups" tab
3. Select the ad group to configure
4. Click "Edit"

Step 2: Add Tracking Parameters

1. Find "Destination URL" section
2. Add your landing page URL
3. Add UTM parameters in the tracking field

Step 3: Use Reddit's Dynamic Parameters

Reddit supports macro substitution for automatic population:

utm_source=reddit&utm_medium=paid_social&utm_campaign={"{"}{"{"}campaign_name{"}"}{"}"}}&utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}&utm_id={"{"}{"{"}campaign_id{"}"}{"}"}}

Method 3: Individual Ad Setup

For specific ad creatives:

1. Go to campaign > ad group > ads
2. Select individual ad
3. Edit ad settings
4. Add custom UTM parameters to that specific ad

Use Case: Different landing pages or offers within the same ad group

Reddit Dynamic Parameters

Reddit offers macro parameters that automatically populate with campaign data:

Supported Macros

How Macros Work

In setup (before click):

utm_campaign={"{"}{"{"}campaign_name{"}"}{"}"}}

After user clicks (actual URL):

utm_campaign=product_launch_q1_2025

Benefits:

• No manual entry needed for each campaign
• Automatically updates if campaign renamed
• Reduces tracking errors
• Scales across multiple campaigns

Recommended UTM Structure for Reddit

Standard Reddit Advertising Setup

Basic Template:

utm_source=reddit
utm_medium=paid_social
utm_campaign={"{"}{"{"}campaign_name{"}"}{"}"}}
utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}

Advanced Template:

utm_source=reddit
utm_medium=paid_social
utm_campaign={"{"}{"{"}campaign_name{"}"}{"}"}}
utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_{"{"}{"{"}ad_name{"}"}{"}"}}
utm_id={"{"}{"{"}campaign_id{"}"}{"}"}}
utm_term=reddit_feed

Parameter Breakdown

utm_source: Always "reddit"

utm_source=reddit

• Standard identifier for Reddit traffic
• Consistent with industry conventions
• Easy to filter in GA4 reports
• Distinguishes from other social platforms

utm_medium: Use "paid_social"

utm_medium=paid_social

• Clearly indicates paid advertising
• GA4 automatically categorizes as "Paid Social" channel
• Separates from organic Reddit traffic
• Standard across all social ad platforms

utm_campaign: Dynamic Campaign Name

utm_campaign={"{"}{"{"}campaign_name{"}"}{"}"}}

• Automatically pulls actual campaign name
• Keep campaign names descriptive in Reddit Ads
• Use underscores instead of spaces: product_launch_q1
• Include objective or goal for clarity

utm_content: Track Ad Groups or Targeting

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}

Or for more detail:

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_{"{"}{"{"}ad_name{"}"}{"}"}}

• Identifies which audience segment
• Tracks creative variations
• Useful for A/B testing
• Shows subreddit targeting performance

utm_term: Optional Additional Context

utm_term=reddit_feed

Or:

utm_term={"{"}{"{"}subreddit_targeting{"}"}{"}"}}

• Placement information (feed, sidebar, etc.)
• Targeting methodology
• Device type
• Any additional segmentation

Reddit-Specific Tracking Strategies

By Campaign Objective:

Awareness Campaigns:

utm_campaign=awareness_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_medium=paid_social
utm_term=cpm

Traffic Campaigns:

utm_campaign=traffic_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_medium=paid_social
utm_term=cpc

Conversion Campaigns:

utm_campaign=conversion_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_medium=paid_social
utm_term=cpa

Video View Campaigns:

utm_campaign=video_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_medium=paid_video
utm_term=video_views

Community-Based Tracking

Reddit's unique value is its community targeting. Track subreddit performance:

Strategy 1: Include in utm_content

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_r_technology
utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_r_gaming

Strategy 2: Use utm_term

utm_term=r_technology
utm_term=r_gaming

Strategy 3: Custom Parameter

&subreddit=technology

(Combine with standard UTMs)

Verification and Testing

Step 1: Preview Your Tracking

In Reddit Ads Manager:

1. Create or edit your campaign
2. Add UTM parameters to destination URL
3. Look for URL preview or "View final URL"
4. Verify complete structure with both UTM and rdt_cid placeholders

Step 2: Test with Live Ad Click

1. Find your ad in Reddit feed (use preview or go live)
2. Click the ad
3. Check landing page URL in browser address bar
4. Verify presence of:
   • All UTM parameters with actual values (not macros)
   • rdt_cid parameter
   • All parameters properly formatted

Expected format:

https://example.com/page?utm_source=reddit&utm_medium=paid_social&utm_campaign=product_launch&utm_content=tech_community&rdt_cid=abc123def456

Step 3: GA4 Real-Time Verification

After test click:

1. Open Google Analytics 4
2. Go to Reports > Real-time
3. Within 30 seconds, check for:
   • Source: reddit
   • Medium: paid_social
   • Campaign: [your campaign name]
   • Session from your test traffic

Step 4: Channel Grouping Check

1. Navigate to Reports > Acquisition > Traffic acquisition
2. Find your test traffic
3. Confirm it shows under "Paid Social" channel
4. Verify not appearing under "Referral"

Step 5: Reddit Pixel Verification

1. Install Reddit Pixel Helper (Chrome extension)
2. Visit landing page from ad click
3. Verify Reddit Pixel fires
4. Check that rdt_cid is captured
5. Confirm events track in Reddit Ads Manager

Step 6: Test Conversion Tracking

In Reddit Ads:

1. Complete test conversion on website
2. Check Reddit Ads Manager "Events" section
3. Verify conversion attributed to campaign

In GA4:

1. Complete same conversion
2. Check GA4 conversions report
3. Verify conversion attributed to reddit / paid_social

What You'll See After Proper Setup

Before: Missing UTM Parameters

GA4 Shows:

• Source: reddit.com
• Medium: referral
• Channel: Referral
• Campaign: (not set)
• Paid and organic traffic mixed together

Issues:

• Can't measure Reddit ad performance
• Unable to calculate ROI
• No campaign-level insights
• Missing attribution data

After: Complete Tracking Implementation

GA4 Shows:

• Source: reddit
• Medium: paid_social
• Channel: Paid Social
• Campaign: product_launch_q1_2025
• Ad Group: tech_enthusiasts_25_40
• Creative: carousel_ad_v1
• Complete user behavior metrics

Benefits:

• Clear campaign attribution
• Accurate conversion tracking
• ROI measurement capability
• Can optimize based on GA4 data
• Compare Reddit to other channels
• Full-funnel visibility

Reddit Ads Still Shows:

• All standard performance metrics
• Conversion tracking via rdt_cid
• Event data from Reddit Pixel
• Campaign optimization metrics
• Audience insights

Common Issues and Solutions

Issue 1: UTM Parameters Not Appearing in GA4

Symptoms:

• Set up UTMs but not showing in reports
• Traffic still classified as referral

Causes & Solutions:

Macro syntax error:

❌ Wrong: {"{"}{"{"}campaign_name{"}"}{"}"}} (single braces)
❌ Wrong: [[campaign_name]] (wrong brackets)
✅ Correct: {"{"}{"{"}campaign_name{"}"}{"}"}} (double curly braces)

Parameters not saved:

• Return to campaign settings
• Verify UTM parameters present in URL field
• Save again
• Test with new ad click

URL redirects stripping parameters:

• Check if landing page redirects
• Verify redirects preserve query parameters
• Test with direct landing page (no redirect)

Issue 2: rdt_cid Missing from URLs

Symptoms:

• UTM parameters present but no rdt_cid
• Reddit conversion tracking not working

Solutions:

Reddit automatically adds rdt_cid to all ad clicks. If missing:

1. Verify clicking actual ad: Organic Reddit links won't have rdt_cid
2. Check Reddit Pixel installation: Pixel must be on landing page
3. Clear browser cache: Old cached pages may not show parameter
4. Test with incognito/private mode: Eliminates extension interference

Issue 3: Macros Not Resolving

Symptoms:

• URL shows {"{"}{"{"}campaign_name{"}"}{"}"}} literally
• Dynamic parameters not populating with actual values

Causes:

Ad not yet approved/serving:

• Macros resolve when ad is live and serving
• Test with approved, active campaigns
• Wait for ad approval if newly created

Unsupported macro:

• Check Reddit's official documentation
• Use only supported macro formats
• Remove any custom macros not on official list

Copy-paste formatting issues:

• Type macros manually instead of copying
• Ensure no hidden characters
• Use plain text editor to clean before pasting

Issue 4: Traffic Still Shows as Referral

Symptoms:

• UTMs added but GA4 still shows "Referral" channel

Common Causes:

Incorrect utm_medium:

❌ utm_medium=referral (explicitly sets as referral)
❌ utm_medium=social (may classify as organic social)
✅ utm_medium=paid_social (correct for paid ads)

Checking historical data:

• UTM parameters only affect new traffic
• Filter reports by date after implementation
• Historical referral traffic cannot be reclassified

Organic Reddit traffic mixed in:

• Organic posts/shares without UTMs correctly show as referral
• Only paid ads should have UTM parameters
• This distinction is expected and correct

Issue 5: Reddit Pixel Not Firing

Symptoms:

• GA4 tracking works but Reddit conversions don't track

Solutions:

1. Verify pixel installation:

   • Check pixel code in page source
   • Must be in <head> section
   • Pixel ID must be correct

2. Check pixel status:

   • Use Reddit Pixel Helper extension
   • Should show green checkmark
   • View events being fired

3. Verify event tracking:

   • Ensure conversion events configured in Reddit Ads
   • Check event names match exactly
   • Test with PageVisit event first

4. Clear cache and test again:

   • Hard refresh page (Ctrl+Shift+R / Cmd+Shift+R)
   • Test in incognito mode
   • Try different browser

Advanced Reddit Advertising Tracking

Tracking Different Ad Formats

Reddit offers various ad formats. Track each distinctly:

Feed Ads (Standard):

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_feed_ad
utm_term=reddit_feed

Carousel Ads:

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_carousel
utm_term=carousel_{"{"}{"{"}ad_position{"}"}{"}"}}

Video Ads:

utm_medium=paid_video
utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_video
utm_term=video_{"{"}{"{"}duration{"}"}{"}"}}

Conversation Ads (Promoted Comments):

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_conversation
utm_term=promoted_comment

Subreddit-Level Performance Tracking

Reddit's unique value is community targeting:

Strategy: Separate Campaigns by Subreddit Category

Tech Subreddits:

utm_campaign=tech_launch_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_content=r_technology_r_programming

Gaming Subreddits:

utm_campaign=gaming_launch_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_content=r_gaming_r_pcgaming

Lifestyle Subreddits:

utm_campaign=lifestyle_launch_{"{"}{"{"}campaign_name{"}"}{"}"}}
utm_content=r_fitness_r_cooking

Interest-Based vs. Community-Based Targeting

Interest Targeting:

utm_content=interest_{"{"}{"{"}targeting_category{"}"}{"}"}}
utm_term=broad_targeting

Community Targeting:

utm_content=subreddit_{"{"}{"{"}subreddit_name{"}"}{"}"}}
utm_term=community_targeting

A/B Testing Reddit Creatives

Track creative variations:

Format:

utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_creative_v1
utm_content={"{"}{"{"}ad_group_name{"}"}{"}"}}_creative_v2

Messaging:

utm_term=message_benefit_focused
utm_term=message_feature_focused

Visual Style:

utm_term=visual_minimal
utm_term=visual_detailed

Best Practices for Reddit Campaign Tracking

1. Standardize Naming Conventions

Campaign Names:

{"{"}{"{"}objective{"}"}{"}"}}_{"{"}{"{"}product{"}"}{"}"}}_{"{"}{"{"}quarter{"}"}{"}"}}_{"{"}{"{"}year{"}"}{"}"}}
Example: awareness_product_q1_2025

Benefits:

• Easy to sort and filter
• Clear at a glance
• Consistent across team
• Scales as you grow

2. Document Your Tracking Strategy

Create documentation including:

• UTM parameter templates for each campaign type
• Macro usage guidelines
• Examples for common scenarios
• Testing checklist
• Troubleshooting guide
• Team training materials

3. Test Before Launching

Pre-Launch Checklist:

• UTM parameters added to campaign
• Macros use correct syntax {"{"}{"{"}macro_name{"}"}{"}"}}
• Reddit Pixel installed and verified
• Test ad clicked
• URL contains both UTMs and rdt_cid
• GA4 real-time shows correct attribution
• Default channel grouping shows "Paid Social"
• Reddit Pixel fires correctly
• Test conversion tracked in both systems

4. Monitor Regularly

Weekly Checks:

• Review GA4 for "reddit.com / referral" spikes
• Verify new campaigns include UTM parameters
• Spot-check ad URLs
• Review conversion attribution
• Check for tracking errors

5. Leverage Reddit's Unique Attributes

Community Engagement:

• Track which subreddit communities convert best
• Test messaging resonance by community
• Analyze post-click behavior by subreddit

Conversation Tracking:

• Monitor engagement metrics in GA4
• Track time on site by community source
• Analyze pages per session by subreddit targeting

Cost Data and ROI Analysis

Importing Reddit Ad Costs to GA4

Reddit doesn't automatically send cost data to GA4. Options:

Manual Import:

1. Export cost data from Reddit Ads Manager
2. Format CSV: campaign, date, cost, clicks, impressions
3. Import to GA4 via Data Import
4. Match using utm_campaign parameter

Automated Solutions:

• Supermetrics
• Windsor.ai
• Improvado
• Custom API integration with Reddit Ads API

Benefits:

• Calculate ROAS in GA4
• Compare cost efficiency across channels
• Unified reporting dashboard
• Automated reporting

Calculating True ROI

In Reddit Ads:

• View cost per conversion
• See Reddit-attributed conversions
• Analyze campaign-level ROAS

In GA4:

• See full user journey
• Multi-touch attribution
• Conversion path analysis
• Behavior flow post-click

Combined Analysis:

• True customer acquisition cost
• Lifetime value by source
• Multi-touch attribution modeling
• Cross-channel influence

Frequently Asked Questions

Q: Will adding UTM parameters affect my Reddit ad performance?

A: No. UTM parameters are only for analytics tracking. They don't impact ad delivery, performance, or optimization in Reddit Ads Manager.

Q: Should I remove rdt_cid from URLs?

A: Never. Reddit needs rdt_cid for conversion tracking, pixel events, and campaign optimization. Removing it breaks Reddit's tracking and hurts campaign performance.

Q: Can I track organic Reddit posts with UTM parameters?

A: Yes. When sharing links in posts or comments, add UTM parameters. Use utm_medium=social (not paid_social) to distinguish from paid ads.

Q: How do I track Reddit comments and engagement in GA4?

A: GA4 tracks on-site behavior after the click. For Reddit-side engagement (upvotes, comments, shares), use Reddit's native analytics in Ads Manager.

Q: What if users screenshot my ad and visit directly?

A: Screenshots that users type manually won't include tracking parameters. This is unavoidable and typically represents minimal traffic compared to direct clicks.

Q: Do I need different tracking for Reddit mobile app vs. desktop?

A: No. The same UTM structure works across all devices. Reddit automatically adds rdt_cid regardless of device.

Q: How long does it take for conversions to appear in Reddit Ads?

A: Reddit Pixel conversions typically appear within minutes to a few hours. Check the Events tab in Reddit Ads Manager for real-time event tracking.

Q: Can I use Reddit Ads with Google Ads campaigns?

A: Yes, both can run simultaneously. Use utm_source to distinguish:

• Reddit: utm_source=reddit
• Google: Uses gclid automatically (or add utm_source=google)

Related Resources

• Platform Click IDs Explained: Which Ones Does GA4 Actually Support?
• TikTok Ads Attribution in GA4: Why You Need Both ttclid and UTMs
• Why GA4 Doesn't Read Facebook's fbclid (And What to Do About It)

Key Takeaways

1. rdt_cid alone is insufficient - GA4 needs UTM parameters for attribution
2. Both tracking systems work together - rdt_cid for Reddit, UTMs for GA4
3. Use Reddit's macro parameters - {"{"}{"{"}campaign_name{"}"}{"}"}} auto-populates data
4. Standard social ad structure - utm_source=reddit, utm_medium=paid_social
5. Never remove rdt_cid - essential for Reddit Pixel and conversion tracking
6. Test thoroughly - verify tracking in both Reddit Ads and GA4
7. Track community performance - leverage Reddit's unique subreddit targeting
8. Monitor regularly - ensure new campaigns include proper tracking

By implementing both Reddit's rdt_cid and proper UTM parameters, you'll achieve complete campaign tracking across both Reddit Ads Manager and Google Analytics 4. This enables comprehensive performance analysis, accurate ROI measurement, and data-driven optimization of your Reddit advertising investments across thousands of engaged communities.