Overview
This guide walks you through the steps to configure tracking parameters for Facebook Ads, enabling accurate attribution in Polar. For more details on the importance of tracking parameters, refer to this article on Polar Attribution.
If you’ve already configured tracking at the campaign level, you only need to add two UTM parameters for Polar Attribution to work effectively.
Simply include the following parameters alongside your existing ones:
&campaign_id={{campaign.id}}&ad_id={{ad.id}}
Step-by-Step Guide:
Step 1: Access Your Campaigns
Log in to Facebook Ads Manager.
Click Campaigns on the left-hand menu.
Step 2: Edit Campaigns
Check the box above the list of your ads to select campaigns.
Click Edit.
Step 3: Navigate to Ads
At the top of the screen, follow the directory: Campaigns > Ad Groups > Ads.
Select Ads.
Step 4: Add UTM Parameters
Scroll down to the URL Parameters text field.
Copy and paste the recommended Facebook UTM parameters provided below.
UTM Parameters:
utm_source=facebook&campaign_id={{campaign.id}}&ad_id={{ad.id}}&utm_medium=cpc&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}&adset_id={{adset.id}}
How Facebook Ad Attribution Works
To ensure precise attribution, include campaign and ad IDs in your tracking setup. These parameters allow Polar Analytics to exactly match your Facebook Ads to the appropriate data.
Misconfigured Sources
Polar Analytics can still attribute traffic to Facebook Ads from the following UTM sources, even if the setup isn’t perfect:
instagram
IGShopping
ig
fb
Matching UTM Campaigns
Similar to Google Ads, Polar Analytics attempts to match UTM campaign values with corresponding data in your ads. A match is made if a sufficiently similar counterpart is found.