Meta Ads UTM Tracking

UTM tags separate paid traffic from organic traffic. Without them, reporting puts traffic from Facebook properties together. More context about campaigns usually gives more optimization opportunities.

How It Works

1. Add UTM parameters in Meta Ads Manager at the ad level.
2. Vendo reads the URL parameters of each ad from Meta.
3. Vendo replaces the template variables with the values of the ad and extracts the UTM values.

Setup

You configure the parameters at the ad level in Facebook Ads Manager:

1. For each ad that needs customization, go to Ad settings > Tracking.
2. In the Tracking section, paste this parameter string into URL parameters:

utm_source={{site_source_name}}&utm_medium=cpc&utm_campaign={{campaign.name}}_{{adset.name}}&utm_content={{ad.name}}&utm_term={{placement}}

Supported Variables

Note: The .name variables capture only the initial values. A later name change needs a manual UTM update.

Extracted Parameters

Click ID Tracking

Meta automatically adds the fbclid parameter to landing page URLs. Make sure that your website captures and stores this parameter. Vendo can then use it to match conversions to ad clicks.

https://yoursite.com/product?fbclid=abc123def456

Best Practices

• Always include utm_source and utm_medium=cpc in your URL parameters.
• Use consistent campaign names to make reporting easier.
• Keep UTM values short and URL-encoded.

Verify Setup

1. Click a test ad.
2. Confirm that the landing URL contains UTM parameters.
3. Confirm that UTM values appear on events in your destination or in Vendo.