How to set up URL parameters to track Facebook ads properly
Anaita explains why you need to build a URL parameter for every Facebook ad so you can properly track conversions in Google Analytics. She walks through setting campaign source, medium, name and content fields so you can compare Facebook and Google ad performance side by side.
The lessons
Build a URL parameter for every Facebook ad to properly track conversions
Set campaign source as the traffic origin (e.g. Facebook) and campaign medium as the ad set name
Use the ad objective as your campaign name and describe the ad creative in campaign content
Compare Facebook and Google ad performance side by side in Google Analytics under acquisition and campaigns
Questions people ask
Why aren't my Facebook ad conversions tracking properly in Google Analytics?
You likely haven't built a URL parameter for the ad. Set the campaign source as Facebook, campaign medium as the ad set name, campaign name as the ad objective, and campaign content as the creative description, then you'll be able to compare Facebook and Google ads side by side in Google Analytics.
Transcript
If you're running Facebook ads, you need to know this. For every ad you do, you need to build a URL parameter. When you get to this section of Facebook ads, I want you to click on build a URL parameter. Building this will help you properly track your conversions.
Let me show you why that's so important. Because when you go to Google Analytics, you'll be able to go to acquisition, campaigns, all campaigns, and actually compare your Google and Facebook ads side by side. You can literally compare your Google ads, your Facebook ads, and all the paid campaigns that you have running. Let me quickly show you how to do it.
So when you go to build a URL parameter, you want to put in a campaign source, and that's just where the traffic is coming from. In this case, it's Facebook. Then you want to say campaign medium. You can choose from a drop down menu, and I've chosen ad set name.
In campaign name, I use the objective of the ad. In this case, it's an awareness ad. And then in campaign content, I've just put what the ad creative is all about. I hope that helps.
