Meta enhances ads creation with new URL parameters section and automatic UTM suggestions

Meta has revamped the ads creation interface, specifically enhancing the URL parameters settings. The link to create URL parameters has been relocated to a dedicated “URL Parameters” section. Additionally, Meta now provides an option to automatically apply a set of suggested UTM parameters with a single click.

These suggested UTM parameters include dynamic values and are as follows:

• utm_source={{site_source_name}}
• utm_medium=paid
• utm_campaign={{campaign_name}}
• utm_content={{ad_name}}_{{ad_id}}
• utm_term={{adset_name}}_{{adset_id}}

The use of {{site_source_name}} for utm_source is particularly beneficial as it updates automatically based on the ad's display location, which can be Instagram (ig), Audience Network (an), Messenger (msg), or Facebook (fb). This feature aids in accurately tracking traffic sources and conversions in Google Analytics, aligning with GA’s Default Channel Grouping rules.

It is crucial to set UTM parameters properly, as they are essential for future data analysis in GA4. Starting in 2024, Meta will automatically add UTM parameters if none are provided, but these defaults are not very useful; for instance, the utm_campaign will simply be the campaign ID. The update is being gradually rolled out, so availability may vary across accounts.