How to use Dynamic Facebook URL Parameters to Tag Your Campaigns

When setting up UTM Parameters for Facebook Ads you previously had to go through some elaborate steps to build your correct Parameters into your Campaigns.

With the new dynamic Ad Parameters feature you can quickly input Ad Parameters into your campaigns and keep them consistent. In this video we are going to take a look at this new feature.

Links mentioned in the video:

Facebook URL Parameters: https://www.facebook.com/business/help/1016122818401732
[VIDEO] URL Query Strings: https://www.youtube.com/watch?v=Z_o7iilNdLQ
[VIDEO] UTM Tags explained: https://www.youtube.com/watch?v=MNOsldDS_pY

So Facebook ads has recently announced a new feature where you can take dynamic URL parameters and implement them into your Facebook Ads. What that means for you, and why you should be using them all the more, coming up right after this.

Hey there, and welcome back to another video of Measureschool.com, teaching you the data driven way of digital marketing. My name is Julian, and today we wanna talk about this new feature of dynamic URL parameters within Facebook Ads.

Now if you’re not familiar with URL parameters as a whole yet, I would urge you to check out our video on query strings right here that will explain a little bit more why you should be using them, and how a tracking system like Google Analytics actually uses them. And from that you will then understand why it’s so important that you tag your URLs correctly with UTM tags so Google Analytics actually can identify where your traffic is coming from, and will put them into the right category within your Google Analytics. Now if you’re already doing this with Facebook Ads, hats off. This is really a good practice to implement in any kind of campaign.

What are Dynamic URL Parameters?

But Facebook has made our life so much easier now because they have brought a new feature into the whole Facebook Ads suite, which are dynamic URL parameters. And these are really helpful to tag our campaigns fast. Now, how you can use them, and why it’s such a time saver, let’s explore this a little bit in our screencast.

All right, so here we are in our Ads Manager account of Facebook Ads. And I have an old campaign here that I’ve ran before. And I’ve also used UTM tags to properly tag my ads. So if you go to Edit here, and scroll down, probably know that there is a field called URL Parameters, and there’s where I’ve entered some UTM tags so I’d be able to identify my campaign later in Google Analytics as well.

How to use the UTM Tagging Tool

Now in order to tag my ads efficiently, I’ve actually used our UTM tagging tool, where I usually would put in the landing page, and then define the medium, the source, and implement the campaign name, the campaign content, and campaign term. Now normally I would go through and actually say, okay, what’s the campaign name here, and I would copy that, put that into that field. And then campaign content would be my ad set, right here. And my actual ad name would also be inputted here into the sheet, so later when I choose my campaign source and landing page, I’ll get a UTM tagged URL that I could then input into my parameter field right here. So then it would be tagged up correctly and I would be able to identify it later in Google Analytics.Now this was a really cumbersome process if you were going through multiple campaigns, multiple ad set, multiple ads, and had to change this around every time you have a new ad.

Using “Dynamic” Parameters Instead of Static Ones

Luckily, Facebook has a new feature called, the dynamic parameters for your URLs, and these look as follows: you can simply now, take these two curly brackets, and input site source name, placement, ad ID, ad set ID, campaign name ID, ad name, and so on, instead of the actual name, and Facebook ads will automatically replace this in your URL parameters. So these are basically placeholders that you can use freely. And in our case, I would just go ahead and say, okay, I will keep the cpc, and the Facebook the same, but I wanna change the campaign name. That should be automatically inputted, which is right here, the campaign name. Then we would like to add our ad set name, as campaign content. And we would like to have the ad name as the campaign term. That will give us our URL string with these curly brackets in here. So let’s copy that. And replace this right here. We don’t need the beginning of the URL for this URL parameter field. And now those should be automatically replaced in our ad.

Testing

So once I’ve confirmed this, I’ll be able to try this actually out by going to this button here, and viewing this on my desktop newsfeed. And right here we see the ad, and if I click on Learn More, I should go to the page, the landing page, and automatically this was replaced with our campaign name, right here, UTM content, and UTM image. And this should then also be visible in our Google Analytics. So, if you go here to the realtime reporting, look at traffic sources, we just see that somebody came through cpc Facebook, and we have here our guy from image YellowJulian, which is the actual ad name. So, this was transferred into Google Analytics just fine.

Now, this makes my life much easier because now I can just copy this string and input it into all the different ads that I have on Facebook, and don’t have to worry about adjusting this URL parameter anymore. So if you are using Facebook ads a lot, this will help you out to keep your ads tagging much more consistent, have cleaner data in Google Analytics. Hopefully will have you implement UTM tags with every ad on Facebook.

Summary

All right, so there you have it. This is the new feature of Facebook ads, where you can take these two curly brackets with your parameter name and implement them dynamically into your URL parameter template. Now, this is really great addition because we now can basically take this one string that I showed you, and input that in any kind of ad set and it will dynamically replace this with your ad set name or your campaign name, for example, and keep our Google Analytics cleaner and more consistent in terms of the URL tagging structure that we have now in place.

So, I hope this video helps you out in terms of tagging your campaigns correctly. If you like this video, then please, give us a thumbs up, and also subscribe to our channel right over there, because I’ll bring you new videos, just like this one, every week. Now, my name is Julian. ‘Til next time.

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