UTM (Urchin Tracking Module) parameters are essential tools for marketers to track the effectiveness of their online campaigns. By appending these parameters to your URLs, you can gain detailed insights into where your website traffic originates and how users interact with your content. This guide will walk you through setting up UTM tag tracking to enhance your marketing analytics.
What Are UTM Parameters?
UTM parameters are snippets of text added to the end of a URL to help track the performance of campaigns and content. When a user clicks on a link with UTM parameters, the data is sent back to your analytics platform, allowing you to analyze the effectiveness of your marketing efforts.
There are five standard UTM parameters:
utm_source: Identifies the source of your traffic, such as a search engine (e.g., Google), newsletter, or social network.
utm_medium: Indicates the medium used, like email, CPC (cost-per-click), or social.
utm_campaign: Specifies the campaign name to track the specific promotion or campaign (e.g., spring_sale).
utm_term: Used to identify paid search keywords.
utm_content: Differentiates similar content or links within the same ad, useful for A/B testing.
Implementing UTM Parameters in Facebook Ads
To ensure accurate tracking of your Facebook Ads, it's crucial to set up UTM parameters correctly. Here's how:
Log into Facebook Ads Manager: Access your Facebook Ads account.
Select Your Campaign: Choose the campaign you want to add UTM parameters to.
Navigate to Ads Level: Click on the "Ads" tab to see individual ads.
Edit URL Parameters:
Scroll to the "Build a URL Parameter" section in the ad setup view.
Input your UTM parameters. For example:
utm_source=facebook&utm_medium=cpm&utm_campaign={{campaign.name}}&utm_content={{ad.id}}&lebesgue_source=meta&lebesgue_adid={{ad.id}}
Here's what your setup should look like:
To save you time, here’s a ready-to-copy list of the URL parameters you can use in your setup
Campaign source:
facebook
Campaign medium:
cpm
Campaign name:
{{campaign.name}}
Campaign content:
{{ad.id}}
Custom Parameters - for deeper tracking with Lebesgue
To take your tracking even further, it is highly necessary that you add custom parameters alongside your standard UTM tags.
These allow the Lebesgue platform to gather more granular performance data—especially when it comes to analyzing individual ad-level results.
Parameter name | Value |
lebesgue_source | meta |
lebesgue_adid | {{ad.id}} |
This setup ensures that each ad's performance is tracked accurately.
Why this setup matters
This allows you to track ad performance not only at the campaign and channel level but also at the individual ad level.
With the {ad.id} parameter, you can connect ad-level data from your analytics platform with creative content insights from Lebesgue. This unlocks powerful optimization opportunities, like identifying which visuals and messaging drive purchases or ROAS most effectively.
Best Practices for Using UTM Parameters
Consistency: Use consistent naming conventions to ensure data is organized and easily interpretable.
Simplicity: Keep parameter names simple and descriptive.
Avoid PII: Do not include personally identifiable information in UTM parameters.
Lowercase Letters: Use lowercase letters to maintain uniformity, as UTM parameters are case-sensitive.
By following these guidelines and correctly implementing UTM parameters, you can gain valuable insights into your marketing campaigns' performance, allowing for data-driven decisions and optimized strategies.
Need Help?
If you’re unsure how to set up UTM tracking for your campaigns, feel free to reach out:
Chat with Us – Use the chat icon in the app or on our website to get support.
Schedule a Call – Book a personalized consultation with our Customer Success team and speak directly with:
Tony, Customer Success Lead – Book a Call
Paula, Customer Success & Support Manager – Book a Call
We are committed to helping you track and optimize your marketing performance efficiently.
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