computer screen with facebook ads

How to Set-Up UTM tracking for Facebook

Facebook is a massive platform for marketing and promoting social campaigns, and with approximately 44.84 million active users in the UK, it is a wise choice to use Facebook Ads. However, whatever your skill level, it can be hard to track the correct data across Google Analytics.

 

Tracking your campaign is essential in understanding your audience, bounce rate and conversions. At first, all the data is generic and without substance, but by applying dynamic UTM parameters to your Facebook ads, you’ll gather more data and granularity for your campaign.

 

This article will display how to set up UTM tracking for Facebook with a set of simple instructions.

 

The Three Benefits of UTM for Facebook

 

 

 
  • They allow for precision on traffic sources and conversions.
 
  • They initiate comparative data-driven decisions with context.
 

What is UTM tracking?

 

UTM stands for an Urchin Tracking Module and allows you to track specific data within its parameters. A small line of code is added to links which automatically tracks the traffic from specific campaigns and ads.

A screenshot of a URL with UTM parameters

The example above displays the exact UTM parameters within the URL. As you can see, it isn’t very complicated, nor is it hard to use. The whole reason a UTM parameter for Facebook is used is to make your life a lot easier and practical when using Google Analytics.

 

If Google Analytics doesn’t have the UTM parameters provided by Facebook ads, the data will be generic and won’t give enough information to track the origins of each conversion.

 

A screenshot of text for source and medium

So, let’s set up the UTM parameters for Facebook and get that quality data!

 

How to Set-Up UTM Parameters

 

Load Facebook Ads & Create a Campaign

 

This first step is easy to follow; you’ll need to load up Facebook Ads and ensure you create a new campaign. Follow on like usual and then move on to the ad section.

 
A screenshot of UTM parameters options

You will need to scroll down to the bottom, and you should see the optional URL parameters.

 

This section should take you to an option that allows you to build a URL parameter. After clicking on this, a set of parameters will present themselves.

 
A screenshot of UTM parameters detailed options

We will be using the codes recommended by UTM star for Facebook ads.

 

Campaign Source

 

The source parameter is designed to identify social networks, search engines, news articles, and other sources that drive traffic.

 

This helpful tool will ensure that you know where all of your traffic is coming from. Using this simplistic application to your links will ensure that every time a link is clicked, the link will directly display a story of their source to you.

 

UTM STAR RECOMMENDED CODE: {{site.source.name}}

 

Now, you can apply this in various ways, but we will use Instagram and Twitter for this example. If you uploaded content to Instagram and Twitter and began getting a rapid increase in conversions, you would want to know where this was beforehand. With the UTM source parameter, you would receive the direct data of the specific site.

 

A source parameter allows you to make data-driven decisions on where you should upload your content and where your focus should lie regarding conversions.

 

Campaign Medium

 

The campaign medium parameter identifies the advertising (social platform) medium. This parameter is ideal for understanding how your traffic reaches you and directly links visits to places.

 

Now for this parameter to work, you need to ensure that your medium includes ‘social’ (see below) for Google Analytics to organise all social platforms.

 

With plenty of ways for Google to explain how everything is getting to places, you will need a sure way for it all to connect and make sense.

 
UTM STAR RECOMMENDED CODE: social_ads

There are plenty of other mediums that you could use if you want to track other tags.

 

  • Blog
  • Email
  • Sales

 

Make sure you make your campaign tag consistent and straightforward across your parameters; there is plenty of data you need to look through, so make sure you can keep track of it all.

 

Campaign Name 

 

Now for the Campaign name, which is used to identify a specific promotion or strategic campaign. This clever tool will ensure that you always know why the traffic is coming. By applying this parameter to your links, you’re ensuring that every visit is tracked back to the exact promotion or strategic ad.

 

UTM STAR RECOMMENDED CODE: your_campaign_name

 

There are tons of ways to use this parameter for social marketing.

 
screenshot of promotions on google analytics

This example displays how we’ve used a new campaign with a URL link combined with UTM parameters. We were able to understand why people had clicked onto our links and thus ascertained how they reacted to each promotion.

 

Campaign Content

 

This parameter isn’t as essential for social marketing as it is mainly used for A/B testing. A campaign content parameter will differentiate ads or links that point to the same URL to understand the origins of clicked links further.

 

UTM STAR RECOMMENDED CODE: {{placement}}

 

UTM parameters for Facebook Ads is a great tool to use for understanding your campaigns and socials. We hope you set up your own set of parameters and make data-driven decisions to maximise your traffic.

 

Check out our other blogs for a better understanding of all things digital.