Mockingbird

UTM builder for Facebook and Instagram ads

UTM parameters tell your analytics which campaign, ad set and ad sent each visitor. In Meta Ads Manager you can use dynamic parameters such as {{campaign.name}}, {{adset.name}} and {{ad.name}}, which Meta fills in when someone clicks, so one set of tags works for every ad.

This builder writes the URL parameters string for the ad's URL parameters field and the full tracked link, with Meta's dynamic parameters filled in by default.

Paste into Ads Manager, URL parameters

utm_source={{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}

Full tracked URL

https://yourbrand.com/products/star-projector?utm_source={{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}

Meta's dynamic parameters

{{campaign.name}}{{adset.name}}{{ad.name}}{{campaign.id}}{{adset.id}}{{ad.id}}{{placement}}{{site_source_name}}

Put the parameters in the ad's URL parameters field, not in the website URL, so one link works for every ad. Name parameters keep the name the ad had when it was first published. Nothing is sent anywhere.

Meta's dynamic URL parameters

  • {{campaign.name}}, {{adset.name}} and {{ad.name}}: the names in Ads Manager, as they were when the ad was first published.

  • {{campaign.id}}, {{adset.id}} and {{ad.id}}: the IDs, which never change.

  • {{placement}}: for example facebook_feed or instagram_stories.

  • {{site_source_name}}: fb, ig, msg, an or th.

A setup that works

Use utm_source={{site_source_name}}, utm_medium=paid_social, utm_campaign={{campaign.name}}, utm_content={{ad.name}} and utm_term={{adset.name}}. Name your ads after the creative, for example the hook type and the format, and your analytics will show which creative sells.

Frequently asked questions

Where do I put UTM parameters in Facebook ads?
In the URL parameters field under the website URL when you edit an ad in Ads Manager. Keep the website URL clean and put the tags there.
What are Meta's dynamic parameters?
Placeholders in double curly brackets, such as {{ad.name}}, that Meta replaces with the real value when someone clicks the ad.
Why does my ad name show the old name in analytics?
Name parameters keep the name the ad had when it was first published. Rename before you publish, or use the ID parameters.

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