Facebook URL Dynamic Parameters

By Tim Burd - March 8, 2018 9799 Views
Url Dynamic Parameters
By Tim Burd - March 8, 2018 9800 Views

URL Dynamic Parameters

Facebook has made some upgrades in the way that you can dynamically insert campaign and ad information into URLs. URL Dynamic Parameters are under the radar to a lot of advertisers.  This information may seem like a foreign language to some but we are here to break it down for you! 

Not quite ready for this advanced topic?  Check out our blog post about the recent Facebook algorithm change for an easier read!

URL Dynamic Parameters can be linked up to Google analytics tracking (or other third party analytics platforms).  The feature will give you a much deeper understanding of the performance of your paid advertisements on Facebook and Instagram.

The parameters that currently can be dynamically inserted into ad URLs

•Site Source Name {{site_source_name}}

-Depending on where the ad appeared this parameter has four possible values, Facebook (‘fb’), Instagram (‘ig’), Messenger (‘msg’) or the Audience Network (‘an’).  You can track exactly where your conversions or clicks are coming from!  This is just the start check out these other dynamic parameters.

•Placement {{placement}}

-This parameter gives you six possible values depending on where the ad appeared.  Possibilities include the desktop feed, mobile feed, the right column of Facebook Messenger inbox, the Messenger inbox or within the Instagram Feed or Instagram Stories.     

•Campaign, Ad Set and Ad Names {{campaign.name}} {{adset.name}} {{ad.name}}

-This parameter will dynamically insert the name of the campaign, ad set or ad according to how you have named each when setting up your ads.

•Campaign, Ad Set & Ad IDs {{campaing.id}} {{adset.id}} {{ad.id}}

-This parameter will dynamically insert the assigned ID of the campaign, ad set or ad.  You will need to customize your columns to add the relevant ID column.

You may already be using custom campaign parameters (utm_source, utm_medium, and utm_campaign) to send campaign data from Facebook to Google Analytics using the “URL Parameters” section in Ads Manager.  These parameters are manually set for each ad created.  Before the only way to analyze data at the ad network and placement level would be to create separate Ad Sets for each combination of network and placement then manually update the utm parameters.  Simply put, most of us don’t have that time! With the update, this is no longer an issue.  

Protip: set up parameters like so:

  • utm_source and {{site_source_name}}
  • utm_medium and {{placement}}
  • utm_campaign and {{adset.name}} or {{campaign.name}}_{adset.name}}
  • utm_content and {{ad.name}} or {{ad.id}}

You still will be able to see source/medium data in the Acquisition > All Traffic section in the Analytics.  You could add a Campaign as a secondary dimension if you are looking to get more out of your data.  If you are testing two different variations of an ad the utm_content tag can be used to see which variation is performing better.  To do this go to Acquisition > Campaigns > All Campaigns report in Analytics, click the particular campaign and add a secondary dimension for Ad Content.

In Conclusion…

If this seems like it might be a useful feature for your ads, do a little homework before you get going.  Think about the best way to incorporate the dynamic URL parameters with whichever custom tracking service you are using.  Keep your process and method consistent so you don’t get overwhelmed.  This tool is something every advertiser should try at least a couple times, especially when testing multiple ad sets.  

What do you think?  Leave your comments below to tell us how you are currently using URL dynamic parameters.    

Happy Hunting!

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