Facebook UTM Parameters

Configure Facebook UTM parameters for accurate campaign tracking and attribution in AnyTrack. Learn AnyTrack’s recommended tracking template, installation process, and verification steps.

📘

1. AnyTrack provides a recommended UTM tracking template with standard and dynamic parameters
2. The template works with 99% of marketing platforms
3. Use standard UTM parameters correctly to maximize conversions, data quality, and ROAS

List of Facebook UTM parameters

Parameter	Token	Example Value	Info
utm_source	facebook	facebook	Name of the traffic source
utm_medium	cpc	cpc	Cost Per Click
utm_content	{{adset.name}}	SpringSale_AdSet1	The name of the ad set in Facebook Ads.
utm_campaign	{{campaign.name}}	Spring_Sale_2026	The name of the campaign for attribution purposes.
utm_term	{{ad.name}}	DiscountAd_VersionA	Refers to the specific ad used in the campaign.
utm_id	{{campaign.id}}	123456789	A unique identifier for the campaign.
ad_id	{{ad.id}}	987654321	A unique identifier for the specific ad.
adset_id	{{adset.id}}	111222333	A unique identifier for the ad set.
placement	{{placement}}	feed	Indicates where the ad appeared (e.g., feed, stories, right column, etc.).
site_source_name	{{site_source_name}}	example.com	Identifies the name of the site source where the ad traffic originated.

Unlike Google Ads, Facebook doesn’t provide a global setting for default UTM parameters.

📘

Good

Bulk update your ads with AnyTrack’s recommended UTM tracking template through Facebook Ads Manager.

The Facebook UTM Tracking Template

URL Tracking Template

A URL tracking template is a set of URL parameters and tokens appended to your ad URLs. Facebook automatically substitutes tokens with actual variables like campaign.id, adset.id, ad.id at runtime.

Example: The Facebook Campaign ID token {{campaign.id}} becomes the actual campaign ID 1283912839123812938 at runtime.

Using tokens instead of hard-coding values saves time, prevents errors, and enables better campaign analysis.

The Facebook UTM Parameter Tracking Template:

utm_source=facebook&utm_medium=cpc&utm_content={{adset.name}}&utm_campaign={{campaign.name}}&utm_term={{ad.name}}&utm_id={{campaign.id}}&ad_id={{ad.id}}&adset_id={{adset.id}}&placement={{placement}}&site_source_name={{site_source_name}}

Example: The template carries adset_id={{adset.id}}. At runtime, {{adset.id}} becomes the actual ID 123123123123818:

https://anytrack.io?adset_id=123123123123818

Where should you place the Tracking template?

The tracking template should be added in the URL Parameters field.

Facebook URL Parameters Field Settings

Why the URL Tracking Template Matters

The URL tracking template standardizes data collection across ads and campaigns. AnyTrack uses UTM parameters to build campaign reports and align Facebook Ads data with session data. Google Analytics uses UTM parameters for attribution reports.

Benefits:

• Improved tracking and attribution: Standardized parameters across campaigns
• Cross-platform reporting: Consistent data across AnyTrack, Google Analytics, and Facebook
• Custom audience building: Use campaign data for targeted audiences
• Cross-network use: Use parameters across multiple ad platforms

Finding the Facebook URL Tracking Template

Access AnyTrack’s prebuilt template in the Ads Integrations tab:

Tracking Pixels → your Meta Pixel → Ads Integrations

Customizing UTM Parameters

Keep the ID-based parameters in the template, and customize or replace the name-based parameters as needed. AnyTrack uses UTM parameters to match ad account data with session data.

We recommend our tracking template because it follows Google Analytics best practices and enables accurate campaign, ad set, and ad reporting.

Compatibility with Other Tracking Software

The AnyTrack template is compatible with other tracking software. AnyTrack uses standard UTM parameters, while most alternatives use custom parameters like tw_id or h_adid. You can append custom parameters to the AnyTrack template without interference.

Required Parameters:

• utm_source
• utm_medium
• utm_campaign
• utm_id
• adset_id
• ad_id

Verifying UTM Parameters in Your Ads

1. Go to Tracking Pixels → click on the Meta Pixel you want to verify
2. Click the Ads Integrations tab
3. Click VERIFY ADS SETTINGS
4. AnyTrack highlights errors and suggests changes

⚠

While you can add parameters directly to the final URL, add them in the appropriate fields instead.

Bulk Update Facebook Ads with the URL Tracking Template

Bulk update your Facebook Ads with AnyTrack’s URL Tracking Template for accurate tracking and reporting.

1. Open AnyTrack and go to Tracking Pixels.
2. Select your Meta Pixel and open Ads Integrations.
3. Copy the UTM Tracking Template.
4. Open Facebook Ads Manager and navigate to the Ads tab.
5. Select the ads you want to update.
6. Click Edit and select URL Parameters.
7. Paste the template into the URL Parameters field.
8. Save as draft or publish the updated ads.

External References

• Facebook URL dynamic parameters specifications
• Google Analytics UTM best practices

Facebook UTM Parameters FAQ

FAQ was last reviewed on 2026-06-30

Why is the URL tracking template important?

The URL tracking template standardizes data collection across ads and campaigns. It allows AnyTrack to align campaign data from Facebook Ads with visitor session data and helps Google Analytics build accurate attribution reports.

Where can I find the Facebook URL Tracking Template?

AnyTrack provides a prebuilt URL tracking template under Tracking Pixels → your Meta Pixel → Ads Integrations.

Can I customize the UTM parameters in the tracking template?

Yes, you can customize the name-based UTM parameters as long as the ID-based parameters remain intact. The recommended template ensures compatibility with Google Analytics and AnyTrack's campaign reporting features.

How can I verify my ads' UTM parameters?

Go to Tracking Pixels → select your Meta Pixel → Ads Integrations tab → Click 'VERIFY ADS SETTINGS.' AnyTrack will highlight errors and suggest changes.

Can I use AnyTrack's UTM parameters with other tracking software?

Yes, AnyTrack's UTM parameters are standard and compatible with most tracking software. Custom parameters from other software like tw_id or h_adid do not interfere with AnyTrack's parameters.

What are the required UTM parameters for AnyTrack?

The required parameters are: utm_source, utm_medium, utm_campaign, utm_id, adset_id, and ad_id. These ensure accurate tracking and reporting of campaigns, ad sets, and ads.

Related Guides

• Install the AnyTrack Tag — Get your Tracking Tag live on your site
• Facebook Ads Setup — Complete Facebook Ads integration setup
• Verify Ads Settings — Verify your UTM template installation
• Facebook Ads Troubleshooting — Fix common UTM and tracking issues
• Event Mapping — Map conversions to ad platform events
• Ad Platforms Attribution — How attribution and reporting delays work
• Advanced Options — Advanced tracking configuration