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URL parameters in Meta ads

Updated

In ads that point to a website or link, paste into “URL parameters” utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.id}}&utm_term={{adset.id}}&utm_content={{ad.id}}. The key part is utm_content={{ad.id}}: with the ad ID, TraceClose finds the ad set and the campaign on its own.

The two snippets the dashboard offers

TraceClose shows two ready-made snippets, and both work:

WhereSnippet
Tracked links, For ad buttonutm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.id}}
Site connection, Website visits section (Copy parameters)utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.id}}&utm_term={{adset.id}}&utm_content={{ad.id}}

The difference is campaign and ad set by name or by ID. With the ad ID in utm_content, either one works. Names make the UTM report easier to read; IDs don’t break when you rename things.

What each parameter means to TraceClose

  • utm_content = ad. If it’s a number (the {{ad.id}}), the lead and the visit are tied to the ad, and from there to the ad set and the campaign.
  • utm_term = ad set.
  • utm_campaign = campaign.
  • utm_source and utm_medium = where it came from and the type of media; they show up as Source and Medium in the UTM report.

If you use names, the synced item with exactly that name is the one that counts. If two campaigns in the account have the same name, the link ends up without a campaign: prefer IDs or unique names.

Where to paste it in Meta

  1. In Ads Manager, open the ad (or several, with bulk editing).
  2. Under “Tracking”, in the “URL parameters” field, paste the snippet.
  3. If the destination is a tracked link, you can also paste the full URL from the For ad button into the “Website URL” field.
  4. Publish. Meta replaces the {{…}} placeholders at the moment of the click.

Example

Fictional example: Example Co.’s “Testimonial video” ad (ID 120200000000000003) points to example.com/quote. With the snippet pasted in, the click arrives as utm_content=120200000000000003. In Analytics › Campaigns, that ad’s visits and leads appear on its row, with the spend next to them.

Click-to-WhatsApp ads

They don’t need parameters: the ad comes in the message itself. See click-to-WhatsApp ad conversions.

Didn’t work? See…

  • Spend and CPL in the UTM report only show up when grouping by Content, if the ads use utm_content={{ad.id}} (UTM and links).
  • Visits “without an ad”: the parameters are missing or the ad account isn’t synced (website visits in reports).
  • Lead with UTMs but no ad: check whether the ad has been synced yet (sync).

Frequently asked questions

What’s the most important parameter?

utm_content={{ad.id}}. With it, TraceClose gets to the ad, the ad set and the campaign.

Can I use my own UTM names?

Yes, and they show up in the UTM report. But to tie leads to the ad, spend and ROAS, utm_content needs the ad ID.

See the path from ad to sale in your WhatsApp.

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