UTM Builder for Facebook
Generate correctly formatted tracking URLs for Facebook ads and posts, so GA4 files the traffic under paid social instead of direct.
Assembled tracking URL
Facebook tracking best practices
Facebook strips nothing from your links, but it also adds nothing. Whatever you type into the URL parameters field is exactly what GA4 will report, so the convention below is worth locking in before the campaign ships.
| Parameter | Recommended value | Use case |
|---|---|---|
| utm_source | Identifies Facebook as the platform the click came from. | |
| utm_medium | paid_social | The GA4 default channel grouping reads paid_social as paid social traffic. |
| utm_content | [ad name] | Separates the individual ad or creative inside the same campaign. |
Facebook UTM FAQs
Use facebook. The GA4 default channel grouping recognises facebook as a social source out of the box, while meta is not on its list — traffic tagged that way often lands in Unassigned.
Use social for unpaid posts and paid_social for anything you put budget behind. Mixing the two makes it impossible to tell in GA4 whether a result came from the page or from the ad account.
Yes. Build the static part of the string here, paste it into the URL parameters field in Ads Manager, and append Facebook's dynamic macros for the campaign, ad set and ad names.
The rest of the UTM toolkit
UTM Checker
Paste a finished campaign URL and see every tag parsed, plus the casing and spacing problems that quietly split your reports.
Bulk UTM Generator
Tag a whole list of destination URLs with one shared campaign, then copy them all or download the result as a CSV file.
What are UTM parameters?
The reference page: what each of the five tags means, the naming conventions that keep GA4 clean, and the mistakes to avoid.