Reporting · 1 min read
Facebook Ad Attribution and UTM Tracking Best Practices
Attribution connects each lead to the campaign, ad set, and ad that brought them in. It only works well when your tracking is consistent.
What you need
- Your Facebook ad account connected in FunnelStreams.
- UTM parameters on every ad.
- Clear, unique names for campaigns, ad sets, and ads.
Attribution is recorded when someone takes a tracked action, such as submitting a form, booking an appointment, or chatting with you.
Add UTM parameters
In Facebook Ads Manager, open the ad and find URL parameters. Add:
``
utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}} ``The parts in double braces fill in automatically from your Facebook names.
Name campaigns clearly
- Make every campaign, ad set, and ad name unique.
- Use a pattern, such as
Offer - Audience - Month. - Don't rename running ads, since that splits your reporting.
See attribution
Open a contact and look at their Attribution details for first and latest source, campaign, and ad. Use your ad reporting to compare campaigns by leads, cost per lead, and sales.
Tips
- Use the same UTM pattern on every ad.
- Test an ad link and check the contact shows the right source.