How Do You Tag Facebook Ads Correctly For Google Analytics?

As a best practice, ecommerce stores should always use two sources to track the ROAS of campaigns. When you rely solely on the Facebook Pixel for conversion information, you are assuming that Facebook provides unbiased and complete data. Since advertisers tend to show themselves in the best light, it is a smart idea to cross-check Facebook Ad performance in Google Analytics. It is easy to do with a few key UTM tags. Tagging can also be referred to as: URL tracking, link tracking, UTM tagging or campaign tracking. Let’s walk through the steps of adding tags to your Facebook Ads so you can more accurately measure performance.

Steps To Add Custom UTM Tags In Your Facebook Ads

Step 1) Create A New Campaign In Facebook

Go to the Ads Manager in Facebook and create a new ad. Select the Campaign Objective and then set your Audience, Placements, Budget and Schedule. Walk through each step of adding in creative content including the Format of the ad and all Media.

Step 2) Fill Out The Website URL

Now you are at the Page and Links section. First fill out the Website URL section. Clicks on your ad will be directed to this URL.

Step 3) Show Advanced Options

After adding in the Headline, Text and Call to Action, click “Show Advanced Options.” This is where we will set up our custom parameters.

Step 4) Add In The Display Link

Fill out the Display Link with the URL you want to be displayed on your ads. For most stores this would be the homepage. You can think of this link as a vanity link that masks all of the extra formatting.

Step 5) Input The URL Parameters

Finally add in the URL Parameters that you want strung behind the Website URL. Remember that the more detail you add into your tagging, the more data you have to work with. The source should be set to Facebook and the medium will depend on your company’s tagging etiquette. Some common examples for medium are: “paidadvertising,” “remarketing,” or “ad.” You can add any custom parameter that Google Analytics tracks.

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