Articles on: Data Tools, Tracking Sources & Attribution

How to set up UTM tags in Facebook Ads

Adding UTM tags to your Facebook Ads lets Nimbata attribute calls and form submissions to specific Meta campaigns, ad sets, or ads.

Without UTM tags, Facebook traffic may appear in your Nimbata reports as referral or unknown source.

Keep a consistent naming structure across all your UTM tags. Use lowercase values and the same conventions in every campaign to ensure clean, filterable data in Nimbata reports.

Step 1. Open the ad you want to tag.

In Facebook Ads Manager, navigate to the campaign, ad set, or ad you want to add UTM tracking to.

Step 2. Enter your website URL.

Enter the destination URL in the Website URL field.

Step 3. Open the URL parameter builder.

Scroll to the Tracking section.
Click Build a URL parameter.

Step 4. Fill in your UTM parameters.

Set Campaign source (utm_source) to the traffic origin (e.g. facebook_ads).
Set Campaign medium (utm_medium) to the channel type (e.g. ppc).
Set Campaign name (utm_campaign) to the campaign name (e.g. spring-promo).
Set Campaign content (utm_content) to differentiate ad variations (optional).
Leave Term (utm_term) blank - it is not typically used for Facebook Ads.

You can use Facebook's dynamic parameters to insert values automatically from your campaign structure (for example, {{campaign.name}} to auto-populate the campaign name).

🎉 Your Facebook ad is now tagged. Nimbata will capture these UTM values for any visitor who arrives via this ad and places a call.

Detailed guide: What are UTM parameters?

Detailed guide: Tracking numbers and UTM parameters: how to track calls with custom UTMs

Updated on: 02/04/2026

Was this article helpful?

Thank you!