UTM builder / Facebook and Instagram ads

Facebook ads UTM builder

Build the text for the URL parameters field in Meta Ads Manager. Meta's dynamic values fill in each ad's own campaign and ad name, so you can paste the same text into every ad.

Source utm_source

Medium utm_medium

Campaign utm_campaign

Content utm_content

Clear a field to leave that tag out. Spaces become hyphens.

Paste this into the URL parameters field

utm_source={{site_source_name}}&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

Where to paste it

Create a campaign in Meta Ads Manager, or open a draft.
Go through the ad setup until you reach Tracking, at the ad level.
Paste the text into URL parameters and click Apply.

Meta adds the parameters to the ad's website URL. If the website URL already has a tag with the same name, the one in URL parameters replaces it.

What the dynamic values mean

`{{site_source_name}}`	Where the ad was shown: `fb` Facebook, `ig` Instagram, `msg` Messenger, `an` Audience Network, `th` Threads
`{{campaign.name}}`	Campaign name
`{{adset.name}}`	Ad set name
`{{ad.name}}`	Ad name
`{{placement}}`	The placement, such as `facebook_feed` or `instagram_stories`
`{{campaign.id}}`, `{{adset.id}}`, `{{ad.id}}`	The numeric IDs

Before you publish

Names are fixed when the ad goes live. A name value keeps the name the campaign, ad set or ad had when the ad was first published. Renaming it later does not change the tag; for a new value you publish a new ad. Editing the URL parameters of a live ad can also send its ad set back into the learning phase.

Names arrive as you typed them. A campaign called "Prospecting 2026" arrives as Prospecting%202026, and Google Analytics treats Prospecting and prospecting as different values. Name campaigns and ads the way you want them to read in reports: lowercase, with hyphens instead of spaces.

Meta may add tags of its own. Since 1 January 2024, Meta may add a source (Facebook or Instagram), a medium of "paid", and the campaign, ad set and ad IDs to ad traffic.

The tags cover the first page. If someone leaves your page and comes back later on their own, that visit doesn't carry them.

Sources, checked 17 September 2026: Meta Business Help Center, Add URL parameters to your Meta ads and Specifications for dynamic URL parameters.

Also: Google Ads UTM builder, LinkedIn Ads UTM builder, and the general UTM builder for any other link.