It depends on the platform:
Google Ads & Microsoft Ads: Templates are set at campaign level. No ad review triggered, no learning phase restart. Safe to apply anytime.
Meta (Facebook/Instagram), TikTok, Pinterest, Snapchat: Parameters are set at ad level. This triggers a new ad review and restarts the learning phase. We recommend making changes during low-traffic hours to minimize impact.
If you already have UTM parameters on your ads, Kickbite's tracking parameters are appended to your existing setup — they don't replace anything.