How to setup proper attribution for Facebook ad campaign?

Modified on Fri, 12 Nov, 2021 at 7:55 PM

When using Facebook paid ads, you get the option to choose regular parameters or dynamic parameters:

Facebook offers the following URL dynamic parameters to place on your ads:

ad_id={{ad.id}}

adset_id={{adset.id}}

campaign_id={{campaign.id}}

ad_name={{ad.name}}

adset_name={{adset.name}}

campaign_name={{campaign.name}}

placement={{placement}}

site_source_name={{site_source_name}}

Name-based parameters

Name-based parameters, such as ad.name, will be set to the campaign, ad set or ad name used when the ad was first published. Campaign, ad set or ad names can still be changed, but the parameters will refer to the original names. This means that URL parameter values that contain campaign, ad set or ad names can’t be changed during the lifetime of that campaign, ad set or ad once it has been published. If you did want to change the parameter value, you’d have to create and publish a new campaign, ad set or ad.

For example, if you’d like to track campaign name and source, you would input the following parameters:

utm_campaign={{campaign.name}}&utm_content={{ad.name}}.

If your campaign name is Prospecting 2018 and the ad name is Holiday, the dynamic parameters would automatically pull in the appropriate values for these parameters. In this example, the URL would appear as: utm_campaign=Prospecting%202018&utm_content=Holiday. You won’t be able to change this parameter value once you’ve published the campaign.

The name-based dynamic parameter, in this case {{campaign.name}}, will be set to the campaign name that was used when the ad was first published. The campaign name itself can be changed, but the parameter value will still refer to the original name.

Dynamic parameter values

If you’re using Google Analytics, you should input a UTM parameter for tracking. For example, if you’d like to see your ad’s campaign name and ad name in Google Analytics, you would place the following parameters:

utm_campaign={{campaign.name}}&utm_content={{ad.name}}

When you check your metrics in your website analytics tools, these values will have been dynamically filled in so that you can see which campaign and ad name generated traffic or conversions on your website.

Example:

www.yoursite.com?utm_source={{site_source_name}}&utm_medium={{placement}}&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}