UTM parameters for Facebook ads are five URL tags source, medium, campaign, content, and term that let you track exactly which Facebook ad drove traffic and conversions in Google Analytics. For Facebook ads specifically, three are required: source (“facebook”), medium (“cpc”), and campaign (a unique name like “SummerSale”). Two are optional but useful for deeper testing: content, to distinguish between ad creatives, and term, to track audience targeting like “Men18to24.”
This guide breaks down what each of the five parameters does, with concrete examples for Facebook ad campaigns specifically.
Five UTM parameters
The five main UTM parameters that you should include in your Facebook ads are:
Source: This parameter identifies the source of your traffic, which in this case is Facebook. You should use the source parameter “facebook” to ensure that all traffic from your Facebook ads is tracked correctly.
Medium: The medium parameter describes the type of traffic that you are receiving. For Facebook ads, you should use “cpc” which stands for cost per click. This will help you to differentiate your Facebook ad traffic from other types of traffic.
Campaign: The campaign parameter is used to track specific campaigns or promotions. This can be especially helpful if you are running multiple Facebook ad campaigns at the same time. Be sure to choose a unique name for each campaign, such as “SummerSale” or “HolidayPromo.”
Content: The content parameter can be used to track different versions of the same ad. For example, if you are testing two different ad images or ad copy, you can use the content parameter to differentiate between them. Use clear and descriptive names for your content parameters, such as “AdImage1” or “AdCopy2.”
Term: The term parameter is typically used for tracking keywords in paid search campaigns. However, you can use it for Facebook ads to track specific targeting parameters, such as interests or demographics. For example, you might use “Men18to24” to track traffic from a Facebook ad that is targeted to men between the ages of 18 and 24.
In summary, the UTM parameters you should use for your Facebook ads are:
- Source: facebook
- Medium: cpc
- Campaign: a unique name to identify your campaign
- Term (optional): the keyword that triggered your ad
- Content (optional): the specific ad or creative that was clicked
By using these parameters, you’ll be able to track the performance of your Facebook ads more accurately and make better-informed decisions to optimize your campaigns for better results.
Email: orichi247@gmail.com
Facebook Pixel App (The best solution for UTM reporting): https://apps.shopify.com/yuri-facebook-multi-pixels
Website: https://orichi.info
