UTM Builder for Meta Ads
Tag Facebook and Instagram campaigns from one place, with the source and medium values GA4 actually recognises.
Assembled tracking URL
Meta Ads tracking best practices
Meta campaigns run across Facebook and Instagram at once, so the source you pick decides how the two placements appear in your reports. Keep the medium fixed and vary the source or the content field.
| Parameter | Recommended value | Use case |
|---|---|---|
| utm_source | Names the placement network; use instagram when you split the two. | |
| utm_medium | paid_social | Keeps every paid Meta placement inside the paid social channel. |
| utm_campaign | [campaign name] | Mirror the campaign name you use in Ads Manager. |
Meta Ads UTM FAQs
Stick to facebook, or instagram for Instagram placements. GA4 matches those names against its own source category list; meta is not recognised and the session ends up unassigned.
Duplicate the link with the source set to instagram for Instagram placements, or keep one source and move the placement into utm_content. The first option is easier to read in Traffic acquisition.
Build the link here, copy everything after the question mark, and paste it into the URL parameters field at ad level. Leave the website URL itself clean so the two do not collide.
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.