The idea

Marketing intelligence is the ability to interpret everyday data obtained from various advertising and external factors affecting it, so as making business decisions based on conclusions. In order to make specific conclusions, each form of advertising must have its goal and measurable results. However, many are still struggling with proving the success of Facebook campaigns, and what does one get in return from them, if we talk about the targets that are previously set.

Some of Facebook’s advertising performance tracking tools are Facebook Insights, different reports available in Facebook Adverts Manager, which among all else, also give data about conversions that ads, which have those conversions for a goal, achieve.
And of course, Google Analytics, where Facebook ads are tracked by using UTM tags.

What are UTM tags?

UTM (Urching Tracking Module) tags allow you to define special links for every ad that leads to the same web page. By clicking on the ad with the UTM tag, data is sent to Google Analytics, which tracks the visitor’s behavior (session duration, completed events, goals, conversions….) on the website. In addition, to see through which link (ad) visitors come to the site and make conversions, you can also, for example, track on which pages they clicked before they left the web or made a conversion.

This is very helpful because this way, you can see which campaign or web page needs improvement, which content works better, and after all, make a better allocation of your budget.

By comparing the results of CPC (cost per click) to CPM (cost per mille (thousand)), you can create campaigns more precisely and allocate your budget more to those ads that deliver the best results. You can compare Facebook ads that appear in the News feed to those ads running on the Side bar or ads with a single image to ads with multiple images.

Why use UTM Tags?

Google Analytics provides data about website visitors. If a website achieves one of the marketing goals, such as signing up for a newsletter, registering on a page, submitting an inquiry for an offer, booking a flight, purchasing an item or service, etc. then it’s also important to know which ads paid off the most for reaching its goals and what their features are.

To summarize, UTM tags are very useful whether you are an advanced digital marketer and have a lot of different campaigns, or just a beginner. Start using them as a beginner, and they’ll give you a better sense for organization and optimization of every campaign you create in the future.

Ok, how do I create them?

Before creating ads in the classic interface of Facebook Adverts manager or in the Power Editor, you have to create an UTM tag for each individual ad you create and use that link for your campaign. UTM tags are created using the URL builder – a tool where you add your url parameters and where you need to define the following:

  • Campaign_source: The channel where the ad is placed. In the example in Figure 3 it is “facebook”. Make sure you always use lower case letters for “source” and “medium” because the difference in one letter makes a completely new group in Google Analytics. If you have one ad with source; “Facebook”, and all others as “facebook”, Google Analytics will separate that ad from the others. So, keep that in mind.
  • Campaign_medium: The ad type that is being created. In this case, it is a “social-media” ad, but it can be also “social”.
  • Campaign_name: The name of the campaign that will contain multiple ad types, but all of them with the same goal.
  • Campaign_term: Keywords used as the name of the brand or as a generic expression from the brand’s sector. (eg. breakfast if it’s a grain brand).
  • Campaign_content: The name or feature of the ad within the campaign. Content that is used in the ad. In this example, this is an ad that uses image 1 and text 1, which are parameters that are tracked or used for A-B testing. Basically, name it the way you’ll find it easier to remember which content is used for the ad. Every campaign has more than one ad.

Out of all offered fields, the ones that must be defined are Campaign Source, Campaign Medium and Campaign Name. Campaign Term and Content can be left unspecified, but it is helpful to have Content defined as it tracks which content in the ad is performing with the best results. As a result you should get this link: https://kontra.agency/?utm_source=facebook&utm_medium=social-media&utm_campaign=contact&utm_content=image1_text1.

Another important thing we should mention is – you can add parameters to the URL in your mobile-app ads. To do that, use Google Play URL builder.

Google Play URL builder is different from the basic URL builder only by Ad Network, the network where you want your ads to show and Application ID, which you already know.
REMEMBER – When creating parameters you should be specific, have standard ways of defining parameters, use only lowercase letters (that way you will always be on the same page with Google Analytics :D), always create links using the URL builder, and the final links should be as simple as possible.


Antonio Krizmanic

Traffic manager at Kontra. Crazy Liverpool F.C. fan. Love to eat, cook, drink, watch movies and listen to music. Pretty basic.



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