Facebook ads URL parameters builder
Build the UTM string for Meta Ads Manager with dynamic parameters like {{campaign.name}} and {{ad.name}}, and see what GA4 will receive.
1. Pick a preset
Easy to read in reports. If you rename a campaign or ad, new clicks get the new name.
2. Choose a value for each tag
Use a fixed value, or let Meta fill it in for each click.
utm_source
{{site_source_name}}
utm_medium
utm_campaign
{{campaign.name}}
utm_content
{{ad.name}}
utm_term
{{adset.name}}
utm_id
—
utm_id is the campaign ID field in GA4. Leave it out if you don't need it.
3. URL parameters to paste
utm_source={{site_source_name}}&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}
Example: what GA4 receives
With example campaign and ad names filled in.
https://yourshop.com/sarees?utm_source=ig&utm_medium=paid&utm_campaign=Diwali+Sale+2026&utm_content=Saree+Carousel+v2&utm_term=Women+25-44+Mumbai
| utm_source | ig |
| utm_medium | paid |
| utm_campaign | Diwali Sale 2026 |
| utm_content | Saree Carousel v2 |
| utm_term | Women 25-44 Mumbai |
Names with spaces get encoded in the link (a space becomes %20 or +). Analytics tools decode them, so reports show the normal name.
Where to paste it in Ads Manager
- Open your campaign in Meta Ads Manager and go to the ad level.
- Edit the ad and scroll down to the Tracking section.
- Paste the string into URL parameters. Keep your Website URL as it is. Don't add a ? at the start.
- Publish. To update many ads, select them in the ad list and edit them together.
Good to know
- Meta adds fbclid to ad clicks by itself. You don't need to add it.
- {{site_source_name}} gives short codes like fb, ig, msg and an. Use a fixed value like facebook if you want one source name.
- Name parameters use the name at the time of the click. Renamed campaigns show up under the new name from then on.
- Click-to-WhatsApp ads open a chat, not a website, so URL parameters don't apply. For WhatsApp links, use the WhatsApp campaign link builder.
- For links outside Meta ads, use the UTM builder.
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