Add UTM Parameters to Meta Ads

One line of URL parameters on your Meta ads tells Profitario which campaign and which ad each customer clicked. Meta fills in the real IDs and names on every click, so the same line works for all your Facebook and Instagram ads.

| At a glance | | | ----------- | --------------------------------------------------------------------------------- | ---------------------------------------- | | Where | Meta Ads Manager, in the Tracking section of each ad | | Who | Whoever manages the ad account. Connect Facebook Ads in Profitario too | | Time | About 5 minutes | | Updates | Orders from clicks after the change. Past orders keep the links they arrived with |

The Parameters#

Add Them in Ads Manager#

1. 1

   Step 1 of 3

   Open the ad#

   In Ads Manager, open the Ads tab and edit the ad. To change many ads at once, tick them all first and click Edit. For a new ad, go through the steps until you reach the ad itself.

2. 2

   Step 2 of 3

   Paste into URL parameters#

   Scroll down to Tracking. Paste the line above into the URL parameters field, exactly as it is. Build a URL parameter below the field does the same through a form, if you prefer it.

   Use the URL parameters field, not the Website URL. Meta shortens website links and can drop anything after the address, while the URL parameters field is added to the link on every click.

3. 3

   Step 3 of 3

   Publish#

   Click Publish (or Apply, then Publish). The ad starts sending tagged clicks right away.

4. Done

   Check the next order#

   Click one of your live ads and look at your store's address in the browser. You should see real numbers, such as utm_id=120214567890123, not {{campaign.id}}. The next order from a Meta ad shows Matched by ad ID in the order's Attribution tab.

Many Ads at Once#

• Select and edit. In Ads Manager, tick all the ads (or all campaigns, then the Ads tab), click Edit and paste into URL parameters once.
• Export and import. For hundreds of ads, export them to Excel with Export > Selected, fill the URL parameters column, and import the file again. Meta's guide Edit ads using Excel shows how.
• Duplicates keep it. A duplicated ad keeps its URL parameters, so new ads made from a tagged one are already set.

Things Meta Does Its Own Way#

Editing a running ad. Meta processes an edited ad again, which can pause its delivery for up to an hour, and says changing URL parameters may send its ad set back into the learning phase. Ads made from an existing post keep their likes and comments more reliably than ads with uploaded media. Add the parameters to new ads, or change running ads at a quiet moment.

Names stay at their first value. {{campaign.name}} and {{ad.name}} are filled with the name the campaign or ad had when it was first published. A later rename does not change them. That is why Profitario matches by {{campaign.id}} and {{ad.id}}, which never change.

Meta may add parameters itself. Since 2024 Meta can add a source, paid medium and campaign and ad IDs to ad links on its own. Profitario reads those too, but keep your own line: it carries the ad ID tag that gives the most precise match.

No URL parameters field? App promotion ads have none, and catalog ads have no website link field, only the URL parameters field. Paste the line into whichever of the two is there.

Common questions