How to set-up UTM Parameters in Facebook Ads

Summary

Learn how to add UTM Parameters to your Facebook Campaigns and Ad Sets.

UTM Parameters help you track which campaign drove the visit to your site

If you want to track the performance of your Facebook Ads in Google Analytics then it’s critical that you correctly set-up the UTM Parameters so you can see which Campaigns and Ad Sets are driving visits and conversions.

How to set up Tracking Parameters in Facebook

You set up Tracking Parameters at the Ad level in Facebook:

Click on the Ads tab > Edit

Then scroll down and click on ‘Build a URL Parameter’

Facebook offers dynamic parameters (select from the dropdown) for values such as campaign name.

We recommend using static values such as ‘facebook’ for the Campaign Source and ‘paidsocial’ as the Campaign Medium and then dynamic parameters for the remaining parameters.

You can then copy and paste the same tracking parameters portion of the link for all your ads (Paste the test in the URL Preview into Website URL field on the screenshot above). The Campaign Source and Campaign Medium will always be populated with facebook and paidsocial while the remaining parameters will dynamically update with the relevant values for that ad.

Note also that the Campaign Name and some other parameters will be captured as the original Campaign Name (i.e. if you change the campaign name the parameter will still use the original campaign name).

Re-using Ads across multiple Ad Sets

Lastly, it’s quite common for the same Ads to be used across multiple Ad Sets. Rather than create multiple versions of the same creative it’s better to create one version and then use the ‘use existing post’ option to re-use. This also copies over any URL Tracking you have set-up (though the URL Tracking does not appear in the copied ad overview).

>>> Read our step-by-step guide to optimizing Google Ads

>> Purchase an ANALYSIS OF YOUR GOOGLE ADS ACCOUNT

The interactive video below highlights some of the analyses we cover:

Please be really careful making changes to your Google Ads account

Google doesn’t always respond how you (or we) think it will. The way we think about Google Ads may not be the best set-up for your account.
Only change one thing at a time.
If possible, always use an experiment to test a change – particularly for significant changes such as moving bidding strategy to Maximize conversion value (Target ROAS).
Protect your financial downside by testing with limited spend in the experiment/change. Note that moving to a smart bidding strategy requires a learning phase where Google may not be efficient.
Be careful if adding/removing primary conversion actions – changing what Google is converting to can radically change what and who Google targets and how much it’s willing to spend.
Remember, all changes to your account are at your own risk. Mapflo shall not be liable for any damages; losses; lost revenue or lost profit.

Glossary of Terms

AOV = Average Order Value

CM1 = Contribution Margin 1 = revenue minus COGS (cost of goods sold) in an order.

CM2 = Contribution Margin 2 = margin on an order after all costs directly attributable to that order such as COGS, shipping, payment fees, customer service etc. (except for marketing).

CM3 = Contribution Margin 3 = CM2 less marketing spend. An ‘Estimated CM3’ value uses an assumed CM2 %.

CPA = Cost Per Action. In this report taken to mean cost per conversion or cost per order.

Keywords = words or phrases (assigned to an ad group) that match a user’s search term and trigger Google to bid to show an ad.

Lifetime CM3 = CM3 from all orders (or subscription payments) for a customer.

Profit = CM3 less all fixed overheads (such as salaries and office rent). Hence Optimising CM3 also optimises profit at the same cost base

ROAS = ‘Return On Ad Spend’ = conversion value divided by cost. A ROAS of 400% means you get four pounds of revenue back for every pound of ad spend.

Search term = the word or phrase that a user searches for on Google.