Instagram ads UTM builder with dynamic values
Let Meta fill in whether the click came from Facebook or Instagram, and where the ad was shown.
Instagram ads are bought in the same Meta account as Facebook ads, so a fixed source of facebook mixes the two. Meta's site source value fills in where the click came from, such as Facebook or Instagram, and the placement value fills in the position, such as a feed or Reels. This builder starts with the site source value as the source so platforms stay separate in your reports. Check Ads Manager's current list of dynamic values before you launch.
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How it works
- Source and medium are fixed words you choose once, for example facebook and paid_social.
- For campaign, content, term and placement you can let Meta fill in the value for each click, using its dynamic values such as {{campaign.name}} and {{ad.name}}.
- The first box goes into the URL parameters field of the ad. The full link shows what the finished address looks like, so you can test it.
How to use the result
Use the same spelling and case every time, because analytics tools treat Facebook and facebook as different values. Keep campaign, ad set and ad names tidy, because Meta inserts them exactly as written. A naming convention makes the tagged data readable. Meta can change the list of dynamic values, so check Ads Manager's current list before you launch.
Common questions
How do I tell Instagram from Facebook clicks?
Use Meta's site source value as the source, and add the placement value, so each visit records where it came from.
Where do I paste the URL parameters in Ads Manager?
In the ad, under the website link, in the URL parameters field. Paste the first box without a question mark at the start.
Why use dynamic values instead of typing names?
Meta fills them in for each click, so one setting works for every ad and the names always match what is in Ads Manager.
Why does my campaign name look odd in analytics?
Meta inserts names as written, so spaces and special characters can appear encoded. Tidy names and a naming convention keep the data readable.
Does this work for Instagram ads?
Yes. Meta ads run across Facebook, Instagram and more from the same account, so use the placement or site source values to tell them apart.
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