Facebook Marketing: Understanding Facebook URL Parameters

Facebook Marketing: Understanding Facebook URL Parameters

Marketers must have a good grasp of the content they produce and publish online. In today’s highly competitive digital landscape, brands need all the information they need to gain the upper hand with their competitors. This battlefield has even gone beyond traditional business websites by crossing over social media platforms.

Urchin Tracking Module (UTM) parameters are additional tags placed at the end of every Facebook ad link. Its format is as follows: “?parameter=value” where each “parameter” and “value” corresponds to a critical piece of information for your ad campaigns. While they may appear as subtle details in your posts, it’s important to understand how these tags can affect your digital marketing campaigns’ performance.

What Does UTM Tracking Do?

UTM tracking allows marketers to differentiate different traffic sources to see which marketing channels are effective. This is an excellent way to fine-tune your business’ ads and allocate your resources to more responsive funnels.

Knowing how to monitor your UTM parameters will give you an overview of the different ad versions running simultaneously on your Facebook page. Through this, you can track UTM tags to know which ads are most effective in reaching your target audience.

What are the Different UTM Parameters?

UTM tracking lets you differentiate an ad campaigns’ performance through five different parameters. These five are as follows:

  1. Source (utm_source): This parameter indicates the traffic source of your UTM. It helps identify the root of your marketing channels, whether it came from YouTube, Twitter, Facebook, itself, or other sources.
  2. Campaign name (utm_campaign): This parameter dictates the name of your traffic source. This will be helpful when cataloging your analytics from simultaneous campaigns.
  3. Content (utm_content): This parameter lets you supply additional information for your campaign. It’s an excellent method to give you the right data for A/B testing.
  4. Medium (utm_medium): This parameter indicates the medium of your traffic source, whether it’s a banner ad, email, newsletter, or social media source.
  5. Term (utm_term): This parameter breaks down the associated keywords of an ad source. It’s mostly helpful for tracking the performance of your Google AdWords campaigns.

How Do I Perform Facebook URL Parameters?

The most basic way to create UTM parameters is to type them out manually. Although this can seem like a simple way to avoid errors, one mistake can compromise your entire operation. Thankfully, Facebook has a convenient URL builder tool, letting you track various campaigns based on their ad ID, placement or set name.

Through this URL builder tool, you can create dynamic URL parameters that allow you to input pre-made parameters from a set list. Then, the platform will automatically present all values associated with your listed tags. Besides assessing your Ad’s performance on Facebook, you can also use custom URL parameters to track your ad data from other sources.


As a marketer, it’s important to enrich your knowledge with the different ways your marketing collaterals are formatted, especially with their interaction with digital spaces. The competition for online users’ attention is tight, and you shouldn’t let any subtle detail be a non-factor in your campaigns.

You’re expected to manage several marketing campaigns throughout the year. However, there’s just not enough time to always be updated with the changes in the digital marketing game. For this reason, it will be beneficial for you to bump up your in-house team with industry professionals’ help.

C/C/G is a marketing agency in Santa Monica that can help you navigate through the different facets and complexities of digital marketing. We dedicate our services to small businesses that want to achieve the proper online reach they need. If you want to invest in long-term growth for your business, contact us today!

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