Tracking traffic from Facebook & Instagram Ads

Auto UTM Tagging on Facebook

Adding all these UTM parameters manually is one hell of a job as it is also very much prone to human error. Luckily, paid search platforms like Google AdWords and Bing Ads have a feature called ValueTrack parameters. See Tracking traffic from Google Ads aka Adwords

As the name suggests, they automatically provide all available parameters to every link in their campaigns. For pretty much every other platform, however, you have to do this all by yourself.

Earlier 2018, Facebook has added a feature to Ads Manager that makes the use of consistent UTM parameters a lot easier. It doesn’t go as far as ValueTrack in Google AdWords and you still have to do some lifting yourself but it will definitely save you a lot of time! Here’s how it works.

How to add URL Parameters — first method

Log into Facebook Business.
Open Ads Manager.
Select the ad you want to add URL parameters to.
Once you’re there, scroll down to the URL Parameters field.
Click on Build a URL Parameter and fill in the paramaters.



As you can see in below URL Preview, following fields will be mapped into following utm parameters:
Campaign Source => utm_source
Campaign Medium => utm_medium
Campaign Name => utm_campaign
Campaign Content => utm_content


Note that in this case, you also started with providing the URL itself. e.g. https://journy.io

How to add URL Parameters — second (better) method

Log into Facebook Business.
Open Ads Manager.
Select the ad you want to add URL parameters to.
Once you’re there, scroll down to the Tracking field.
Click on Build a URL Parameter and fill in the paramaters.



Note that in this case, you didn't have to specify the URL itself. e.g. https://journy.io. The newly created URL Paramater string will be appended through a '?' delimiter.

A common best practice is to use your Facebook ad campaign name as the utm_campaign parameter, and your ad name as the utm_content parameter.

For a long while, we had to manually updated these URL parameters. Now, facebook offers a smart way to have certain paramaters filled in automatically.

Which dynamic URL parameters are available on Facebook Ads Manager?

There are plenty of parameters available on Facebook to provide even more specificity when tracking your campaigns. These include:

source = {{site_source_name}}
placement = {{placement}}
ad_id = {{ad.id}}
adset_id = {{adset.id}}
campaign_id = {{campaign.id}}
ad_name = {{ad.name}}
adset_name = {{adset.name}}
campaign_name = {{campaign.name}}

Facebook, Instagram, Messenger and Audience Network, and their placements
Ever wonder how you can track if a click came from Facebook, Messenger, Instagram, or the Audience Network? In the good old days, you had to split up your platforms through multiple ad sets or just accept the fact that clicks from Facebook and Instagram were equally valuable and thus had to be seperately measured.
Now, with Dynamic URL Parameters, indicated with {{site_source_name}} , you can track your clicks based on the following values:
fb (if from facebook)
ig (if from instagram)
msg (if from messenger)
an (if from the audience network)

But wait, there’s more! You can specify exactly which placement that the clicks came by using the {{placement}} parameter. Adding this parameter to your URL tag tracks if your clicks came from one of these placements:
Facebook_Desktop_Feed
Facebook_Mobile_Feed
Facebook_Right_Column
Messenger_Home
Instagram_Feed
Instagram_Stories


Which default dynamic URL parameter is supported by journy.io?

When you set up journy.io, default Facebook & Instagram channels are being provided. They are defined in such a way that the best choice for dynamic URL parameter is as follows:



NOTE: The name-based dynamic parameter, in this case {{campaign.name}} and {{ad.name}}, will be set to the campaign and ad names that were used when the ad was first published. The campaign and ad names themselves can be changed afterwards, but the original parameter values will still refer to the original names.
Was this article helpful?
Cancel
Thank you!