Why set up UTM tags?
UTM tags are required to distinguish paid traffic from organic traffic. Without UTM tags add traffic from Facebook properties will reported together.
By adding UTM tags, we can pass detailed information about the campaigns and ads that are driving traffic to the website.
We recommend add UTM parameters. Passing more context about campaigns generally leads to more optimisation opportunities.
UTM tags are setup on an ad level in Facebook Ads.
Go to Ad settings > Tracking for each of ad you want to customise.
In Tracking section copy & paste the code below to URL parameters
utm_source={{site_source_name}}&utm_medium=cpc&utm_campaign={{campaign.name}}_{{adset.name}}&utm_content={{ad.name}}&utm_term={{placement}}
Dynamic Variables Support
Whenever possible, use variables, as this will reduce the amount of effort required to tag your campaigns.
However, variables have limitations. The .name variables will always reflect the first valie given. So if the campaign names change after they are created, the UTMs need to be updated manually.
Variable | Supported | Example Value |
{{ad.id}} | Yes | 1668853271 |
{{ad.name}} | Yes | AD NAME |
{{adset.id}} | Yes | 166885327 |
{{adset.name}} | Yes | AD SET NAME |
{{campaign.id}} | Yes | 21194873216 |
{{campaign.name}} | Yes | CAMPAIGN NAME |
{{placement}} | Yes | Facebook_Desktop_Reels, Instagram_Explore |
{{site_source_name}} | Yes | Facebook, audence_network, Instagram, messenger |
To learn more about how UTM variables work, refer to this Facebook documentation.