Using Dynamic Parameters in Facebook Ads

You can provide any link for parameters such as utm_source, utm_medium or utm_campaign. For Facebook campaigns, however, you must always enter this manually, and especially if you have many campaigns with different advertisement sets and advertisements, it is rather difficult and time-consuming to keep this accurate.

Luckily, Facebook recently introduced parameters. There are now some parameters available, among them the ones below:

• Source = {{site_source_name}}
• Placement = {{placement}}
• Ad id = {{ad.id}}
• Adset id = {{adset.id}}
• Campaign id = {{campaign.id}}
• Ad name = {{ad.name}}
• Adset name = {{adset.name}}
• Campaign name = {{campaign.name}}

You can now easily make your own tracking dynamic by using the campaign name and other attributes in your Facebook campaigns.

As an example you can take:
utm_source=Facebook&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&utm_term={{ad.name}}

Source and Medium are static in this case, because we want this traffic to be seen as “facebook / cpc” in Google Analytics. The rest is then automatically filled in by Facebook itself.

A condition for this to work properly is that you use a naming convention for your campaigns, ad sets and advertisements. Do you use a different analytics software? Then you might also use “custom parameters” and use more Dynamic Facebook Parameters in your campaign tracking.