Meta Ads URL parameters & UTM templates

Meta Ads has no Google-style Tracking template field. You put macros in the ad’s URL parameters using double curly braces ({{campaign.id}}, not {campaignid}).

Cheat sheet: Meta Ads parameters. Placement-aware UTMs help GA4 split Feed vs Stories vs Reels.

Open builder Parameter reference → All Facebook / Meta Ads recipes →

Setup notes

  • Paste into URL parameters — not inside the website URL field as a second full URL.
  • Keep utm_source / utm_medium stable for channel grouping; use Meta macros for campaign/adset/ad names or IDs.
  • Do not mix Google {lpurl} into Meta ads.

Related

Featured Facebook / Meta Ads recipes

ClickPatrol → Facebook / Meta Ads
source=f URL parameters
Tracking template ClickPatrol Meta URL parameters with source=f, creative/ad set macros, and paid_social UTMs. Append to the destination URL — Meta has no Tracking template field.
Open →
UTMs → Facebook / Meta Ads
{{site_source_name}} + campaign macros
Tracking template Recommended Meta URL parameters for Facebook & Instagram with dynamic UTMs.
Open →
UTM IDs → Facebook / Meta Ads
Stable campaign / ad set / ad IDs
Tracking template ID-based Meta parameters for rename-safe reporting in GA4.
Open →
Placement UTMs → Facebook / Meta Ads
{{placement}} + campaign macros
Tracking template Meta URL parameters that keep placement (Feed, Stories, Reels…) in the query string for GA4 breakdowns.
Open →
Spectacle UTM guidelines → Meta Ads
paid_social + Meta macros
Tracking template Spectacle-style Meta URL parameters: utm_medium=paid_social, dynamic campaign/ad set/ad macros, source from {{site_source_name}}.
Open →
Calendly UTMs → Meta Ads
paid_social + Meta macros
Tracking template Meta URL parameters Calendly stores: paid_social medium plus campaign / ad set / ad name macros.
Open →
Spectacle sp_* + UTMs → Meta Ads
sp_n=meta_ads + paid_social
Tracking template Spectacle Meta pack: paid_social UTMs plus sp_pl / sp_agi / sp_ai / sp_n for Spectacle cross-network merges.
Open →

FAQ

Can I use Google {campaignid} on Facebook?

No. Meta expects {{campaign.id}} (and related double-brace tokens). Google ValueTrack will not expand on Meta.

Where do I paste the template?

Ad setup → Website URL → Build a URL parameter / URL parameters field.