All UTM templates
UTM template · Meta Ads
UTM parameters for Meta Ads (Facebook & Instagram)
Meta can fill in campaign, ad set and ad names for you with dynamic parameters. Paste this into the URL parameters field of your ad and every click arrives in GA4 already labelled.
The template
utm_sourcefacebookGA4 recognises facebook (and instagram) as social sources. Use instagram for Instagram-only campaigns.
utm_mediumpaid_socialPuts the clicks in GA4's Paid Social channel.
utm_campaign{{campaign.name}}Your Meta campaign name, filled in automatically.
utm_content{{ad.name}}Tells creatives apart, so you can see which ad drove the click.
utm_term{{adset.name}}The ad set (audience) the click came from.
In GA4 these clicks show up as Paid Social.
Build your link
https://yourstore.in/diwali-sale?utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}
Tips
- Add the template once under Ad → Tracking → URL parameters, not inside the website URL.
- Name campaigns in lowercase with underscores (diwali_2026_retarget) so reports group cleanly.
- Want Facebook and Instagram split automatically? Use {{site_source_name}} as the source: Meta fills in fb, ig, msg or an. Check in GA4 that these still land under Paid Social.
Common mistakes
- Using utm_medium=facebook: GA4 doesn't see it as paid, so ad clicks get counted as organic social.
- Typing campaign names by hand in every ad: one typo splits your report in two.