Meta Ads UTM Tagging

Ruler supports standard UTM parameters alongside Meta's dynamic URL parameters to provide accurate attribution and detailed reporting.

Unlike Google Ads, Meta Ads does not support account-level tracking templates. URL parameters must be configured at the ad level using Meta's URL Parameters feature.

Supported Parameters

Parameter	Recommended Value
`utm_source`	`facebook`, `fb` or `Facebook`
`utm_medium`	`paid`, `ppc` or `cpc`
`utm_campaign`	Your campaign name
`utm_term`	Not applicable
`utm_content`	`{{ad.name}}`
`campaign_id`	`{{campaign.id}}`
`ad_set_id`	`{{adset.id}}`
`ad_id`	`{{ad.id}}`

Recommended URL Parameters

The resulting query string should look similar to:

?utm_source=facebook&utm_medium=paid&utm_campaign=YOUR_CAMPAIGN_NAME&utm_content={{ad.name}}&campaign_id={{campaign.id}}&ad_set_id={{adset.id}}&ad_id={{ad.id}}

Important

We recommend only using standard UTM parameters alongside Meta's supported dynamic parameters. Using unsupported or custom parameter names may result in incorrect attribution or limit reporting within Ruler.

Configuring URL Parameters in Meta Ads

Unlike Google Ads, Meta only allows URL parameters to be configured at the ad level.

Meta currently does not provide an account or campaign-level tracking template for this configuration. There are options to set this up.

Manual updates

Navigate to Campaigns in Meta Ads Manager > Select the Ads level > Hover over the ad you wish to update and select Edit.

Ensure you are editing the Ad level, as landing page URLs cannot be configured at the Campaign or Ad Set levels.

Scroll to the Tracking section and select Build a URL parameter.

To provide Ruler with the information required for reporting, please configure at least the following parameters:

Key	Value
`campaign_id`	`{{campaign.id}}`
`ad_set_id`	`{{adset.id}}`
`ad_id`	`{{ad.id}}`

Bulk edit update

If you need to update a large number of ads, Meta Ads Manager allows you to edit URL Parameters for multiple ads at once.

Navigate to the Ads level in Meta Ads Manager.
Select the ads you want to update.
Click Edit to open the bulk editor.
Scroll to the Tracking section and update the URL Parameters field with your required UTM and dynamic parameters.
Paste in your URL tracking for each URL, Review your changes and click Publish.

Bulk editing can save significant time when applying the same tracking configuration across multiple ads, but should be used with caution to ensure you do not make any mistakes.

Note

Bulk editing is only suitable when all selected ads should use the same URL parameter configuration. If different ads require different campaign names, destination URLs, or tracking parameters, you'll need to update those ads separately.

Your URL parameters should resemble something such as:

?utm_source=facebook&utm_medium=paid&utm_campaign=YOUR_CAMPAIGN_NAME&utm_content={{ad.name}}&campaign_id={{campaign.id}}&ad_set_id={{adset.id}}&ad_id={{ad.id}}

Once complete, publish the ad to make your changes live.

Test Your Tracking

Meta Ads Manager does not currently provide a URL testing feature.

After publishing your changes, we recommend clicking a live ad and confirming that the landing page URL contains the expected UTM and dynamic parameters.

Repeat this process for each live ad that requires tracking.

Frequently Asked Questions

What if I already have UTM parameters?

If your Meta ads already include UTM parameters, you do not need to replace your existing setup. Simply append Ruler's recommended ID parameters (campaign_id, ad_set_id and ad_id) to your existing URL parameters so Ruler can provide more detailed attribution and reporting.

What happens if I don't update my UTM tagging?

Ruler can still identify Meta traffic from your standard UTMs, but without the recommended ID parameters your reporting will be less detailed. You may see more "(not set)" values in reports and lose the ability to drill down into campaign, ad set and ad-level performance.

Why isn't `utm_term` used for Meta Ads?

Unlike Google Ads, Meta Ads does not have a keyword-based advertising model. As a result, there is no equivalent dynamic parameter for utm_term, so it is not required for Meta attribution within Ruler.

If you need any assistance configuring your Meta URL parameters, please contact the Ruler support team at [email protected].