What UTM parameters should I use for my Facebook ads?
What UTM parameters should I use for my Facebook ads?

What UTM parameters should I use for my Facebook ads?


Facebook is an extremely powerful tool when it comes to running ads. With each passing day, there are more opportunities to take advantage of this platform than ever before. However, there are still many people who have no idea how to use Facebook’s tools and resources. One of the most important things you can do when using Facebook ads is to get your campaign right at the outset by naming all of your assets correctly and defining some simple parameters for them.

Make your life easier by naming your Facebook ads with UTM parameters.

When you create a Facebook ad, the platform will give you the option to name it.

If you’re like me and have hundreds of campaigns running at once, this can be a nightmare! I’ve ended up with names such as “Campaign Name” or “Campaign 1” that are meaningless but make my life easier when I have to navigate them later on.

There are two ways to name your campaigns: manually or automatically via UTM parameters.


utm_source is the name of your website, and it’s used for tracking website traffic.

You should use this UTM parameter when you want to track the source (or referrer) of a visitor’s visit to your site. If a user clicks on an ad on Facebook and then visits your website, there will be two UTM parameters that explain where they came from: one in utm_source and another in uatg_vars (see below).


UTM parameters are used to indicate the type of channel you’re using (for example, Facebook) and how your ad is performing. For example, if your ad is running on Facebook and using the utm_medium parameter, then it means that your ad has been sent through their website and into their system.

You can use these parameters in Google Analytics to track the performance of your campaigns in different channels such as email marketing or social media networks like Facebook.


The utm_campaign parameter is used to specify the name of your campaign (the name of your ad).

The name of your ad group. The campaign name and ad group should be separated by an underscore, for example: _utm_campaign=facebook_promoted_content


UTM_TERM is used to track the search term that is used to find your ad. It’s also used to track keywords in your ad and landing page clicks. In other words, if someone searches for “best dog food,” this will be their UTM_TERM value. If they click on an ad that recommends Purina Pro Plan Dog Food, their UTM_TERM value will include both of these phrases (the search term + clicking on an ad).


If you have a piece of content that you want to track, like an article or video, use the utm_content parameter.

For example:

  • In order to track how well our new ad is performing on Facebook, we’re going to create an ad with the name “Facebook Ads”. We’ll then add this UTM parameter so that our ads can be tracked by content type: [ad_name] – [utm_content]. This looks like this in Google Analytics:

Ad Name: Facebook Ads Posted By: The Underdogs Posted On: January 2nd, 2019


UTM parameters are a great way to make sure that your Facebook ads are performing at their best. By using these parameters in your ads, you’re ensuring that they will be seen by the right people and that they will receive the right amount of traffic. If you want to get started with UTM parameters today, feel free to visit our main website or contact us directly!

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