Glossary
UTM parameters
Tags added to the end of an ad’s link (utm_source, utm_medium, utm_campaign and others) so analytics tools know where a visit came from.
Also called UTMs, URL parameters
Example
utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}
Meta fills in dynamic values such as {{campaign.name}}, {{adset.name}}, {{ad.name}} and {{placement}} when the ad is clicked. Without UTMs, many visits from the Facebook and Instagram apps appear as direct traffic in analytics.
Where to find it: Ad settings, Tracking, URL parameters.
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