Meta ads URL parameters: track every lead by ad

Where to add them

In Ads Manager, open the ad, scroll to Tracking, and find URL parameters. Paste the string there, not into the website URL itself. Meta adds it to the link on every click.

A string you can copy

This sets the usual UTM fields and adds the raw ids, which do not change when you rename a campaign:

utm_source=meta&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&campaign_id={{campaign.id}}&adset_id={{adset.id}}&ad_id={{ad.id}}&placement={{placement}}&site_source_name={{site_source_name}}

What each dynamic value means

• {{campaign.id}} and {{campaign.name}}: The campaign.
• {{adset.id}} and {{adset.name}}: The ad set, which holds the audience and budget.
• {{ad.id}} and {{ad.name}}: The ad itself, the creative you want to judge.
• {{placement}}: Where the ad showed, such as the Facebook feed or Instagram Stories.
• {{site_source_name}}: Which Meta app or site, such as Facebook, Instagram or Messenger.

Ids beat names

Names change when someone renames a campaign, and two ads can share a name. Ids never change. Report by id, and keep names for reading.

Keep them through the whole visit

The parameters arrive on the first page only. Your landing page has to save them for the visit and put them on the lead, or a multi-step funnel loses them by the time the form is sent.

Unfunnel saves campaign, ad set, ad and placement on landing and stores them on every lead, then reports leads and drop-off by ad. The publish screen hands you this string ready to paste.