UTM builder for Facebook
Tag the link in your Facebook ad or post so your analytics can tell Facebook clicks apart from everything else. The builder starts with facebook as the source and paid_social as the medium, the pair Google Analytics files under Paid Social.
Free, no sign-up. Runs in your browser. Nothing you type or upload is sent to us or stored.
At a glance
- Where tags go in Meta Ads Manager
- In the ad's Tracking section: type them in the URL parameters field or click Build a URL parameter
- Source: facebook.com, checked 2026-11
- Duplicate tags
- A parameter in the URL parameters field replaces the same parameter in the Website URL, so only one utm_source reaches your site
- Source: facebook.com, checked 2026-11
- Tags Meta may add itself
- Since 1 January 2024, Meta may add a campaign source of Facebook or Instagram and a medium of paid, plus ad, ad set and campaign IDs
- Source: facebook.com, checked 2026-11
- Meta's dynamic values
- {{campaign.name}}, {{adset.name}}, {{ad.name}}, {{campaign.id}}, {{adset.id}}, {{ad.id}}, {{placement}} and {{site_source_name}}
- Source: facebook.com, checked 2026-11
- Name-based values
- {{campaign.name}} and {{ad.name}} keep the name the ad had when it was first published, even if you rename it later
- Source: facebook.com, checked 2026-11
- Paid Social in Google Analytics 4
- A source on GA's list of social sites plus a medium matching cp, ppc, retargeting or anything starting with paid
- Source: support.google.com, checked 2026-11
See which link brought people to your page
Put your tagged links on a Liite page, or tag the link to your page itself. Liite's cookie-free analytics read UTM tags on every visit, so you can see which campaign sent people.
UTM builder for Facebook: what to know
This page starts the UTM builder for this case. For every option and how to use it, see the UTM builder.
Ads or ordinary posts
For an ad, keep the medium as paid_social. Google Analytics puts a social source with a medium that starts with paid into its Paid Social channel. For a normal post on your Page or in a group, tap the Facebook post preset instead. It sets the medium to social, which lands in Organic Social.
Keep the two apart. If ads and posts share one medium, you can't tell paid clicks from free ones in your reports.
Meta's dynamic parameters
Meta can fill in values for you when the ad runs. Its own example is utm_campaign={{campaign.name}}&utm_content={{ad.name}}, which turns into the campaign and ad names you set in Ads Manager. Spaces in those names become %20 in the link.
Type dynamic parameters straight into Meta's URL parameters field, not into this builder. The builder encodes the curly braces, so they would arrive as plain text. Use the builder for fixed tags, and for links you share outside Ads Manager.
Facebook and Instagram in one campaign
One ad can run on Facebook and Instagram. If every click says facebook, you lose that split. Google's UTM advice is one source for each platform, so either run separate ads with their own utm_source, or use Meta's {{site_source_name}} value as the source.
Questions
How do I add UTM parameters to a Facebook ad?
In Meta Ads Manager, open the ad and scroll to Tracking. Paste the part after the ? (for example utm_source=facebook&utm_medium=paid_social&utm_campaign=spring_sale) into the URL parameters field, or put the whole tagged link from the builder in Website URL.
Should utm_medium be social or paid_social for Facebook?
Use paid_social for ads and social for unpaid posts. Google Analytics sorts the first into Paid Social and the second into Organic Social, so you can compare them.
Why do I see Facebook / paid in my reports when I didn't tag the ad?
Meta says that since January 2024 it may add its own campaign source and medium to ad traffic. Add your own tags in the URL parameters field if you want to control the names.
Do the tags work when people click the post without the ad?
Not when you add them in Ads Manager to a boosted post. Meta applies those parameters to clicks on the ad only. People who see the same post organically click the post's own link.