Dynamic Facebook UTM Parameters - How to Set Up UTM Tracking For Facebook Ads

in this video you're going to learn how to set up utm tracking for your facebook ads so basically what utm tracking allows you to do is get more data and more granularity inside your google analytics report and that's fantastic and it's really important right now especially because with apple's upcoming ios 14 privacy changes they're due to come in march 2021 at the moment um so depending on when you're watching this they might already be in place or they might not but basically when those changes roll out we're going to lose quite a bit of data inside of our facebook ad reports so utm tracking and utm parameters are one way to actually still get that data but get it via google analytics because google analytics and utm tracking will not be affected by this change and in case you're thinking well i'm already using google analytics why do i have to set something else up basically if you're using google analytics it probably looks something like this right now and as you can see we've only got really generic information here we've got google organic we've got direct none which basically means google analytics doesn't know where the traffic came from we've got facebook and l.facebook.com again i don't know if that's organic traffic from facebook or ad traffic from facebook and then you can see my email platform active campaign youtube instagram it's all just super generic i've got no idea where in terms of which content the actual clicks are coming from and i can't track that through to conversions properly because i just don't know if it's organic if it's ads or what it is but when we set up our utm parameters and our utm tracking for our facebook ads i'm going to be able to see exactly which campaign which ad set and which ad was responsible for the click and i can track that right through to conversions and i'll even be able to see how much revenue came from particular ads that people clicked in facebook so you can see now in this example of a google analytics account that uses utm parameters i've got much more detail i've got facebook ads in the facebook news feed i've got facebook ads and instagram stories i've even got instagram organic and the instagram feed so i can split out organic versus ads it's a much more detailed report and i can further drill down and then see exactly which ad it was so you can see i've got image one text one image two text one etc etc and the best part again is that this won't be affected by the upcoming ios 14 changes so once those privacy changes roll out i'm still going to be able to get this same data if i set up my utm parameters correctly inside of google analytics that's the good news the bad news is that utm parameters do have some downsides and the main thing you need to know about is they really break down when it comes to cross-domain tracking so for example if i have a page on my website let's say i'm using andrew hubbard.co forward slash webinar and i'm sending ad traffic to that page and people can sign up for a webinar now if i do that and i have my utm parameters set up properly and people sign up for the webinar and let's say the thank you page that people see immediately after registering for the webinar is andrew hubbard dot co forward slash thank you well that's going to track just fine and i'm going to be able to track everything inside my google analytics report with great detail however if i was using a webinar platform and i was using one of their own built-in thank you pages on one of their sub domains so for example if my thank you page was andrew hubbard dot easywebinar.com forward slash thank you then that conversion wouldn't track properly and i wouldn't be able to see in my reports which ad that person came through before converting and i should say inside my google analytics reports there specifically because i'm crossing over onto the webinar domain when before i was on my andrew hubbard.co domain so that's the downside if you do use a lot of different domains when you're running facebook ads and people are hitting your site and then crossing over to multiple different domains it's not going to be as good for you is it still worth doing absolutely definitely set utn parameters up but just know that there is that downside so you should be trying to get everything on the same domain wherever possible to make this tracking as good as it can potentially be okay so now we're going to head over to the ads manager i'm going to show you exactly how to set up your utm parameters for your facebook ads now the first thing you want to do is create a new campaign just like you would normally create a campaign so i'll just do it quickly here i'll choose a conversion campaign and click continue and what you need to do from here is go down to the ad level so you'd set up your campaign just as you would normally nothing different there in terms of how you set up your campaign this simple change is just happening at the ad level so go to your ad scroll down to the bottom and set up your ad you know as you normally would put in your url so i'm going to show you right here i will put this in as my url now once you've done that scroll down to the bottom and you'll see down here you've got url parameters optional all we want to do is click build a url parameter now from here we just enter data into each of these fields now the campaign source i like to put facebook ads okay i like to leave it as facebook ads meaning the source of this traffic is facebook ads campaign medium now this is where i like to put my placement so i just click here and i click placement now what this means with the double curly brackets is it's going to enter a dynamic piece of data in here meaning facebook will pre-fill the placement placeholder here with whatever placement the person clicked on so this will automatically get filled in with the placement that the ad was shown so you don't have to set this up manually you just put it in there say placement facebook will automatically populate whatever the placement is next campaign name i like to put in campaign name and that's going to take the name of my actual ad campaign and pop it in here as my utm parameter now campaign content i actually like to put add name so it's going to put my actual ad name in here and send it over and then i like to add a parameter and just put in add set name and then the value here is the ad set name so now it's going to send all of those different dynamic pieces of data over to google analytics via our utm parameters now we simply click apply you can see down here it's got url parameters here and it's got all of those utm parameters that we just entered now what's going to happen is whenever somebody clicks on the link in your ad so you can see i've got my link right here facebook will automatically append those url parameters on the end of your url every time so you don't need to enter them manually you just enter the url by itself like this now i should note if you add the url into the primary text of your ad and somebody clicks on the url inside the copy or the primary text of your ad then the utm parameters will be applied as well so this is a great way to do it because it's going to add the url parameters to the text inside your copy without you having to manually add them inside the copy and making the link look like a big long ugly mess right so whenever somebody clicks it it's automatic now one thing i'll note is if you preview your ads and you want to test those links and you click the links facebook will not add the url parameters or the utm parameters to those links when you're viewing it as a preview but it will when the ad is live so don't stress if you go and you test your ads and you click the links and you notice that the utm parameters haven't been added it will actually be added when it's live and when real users are clicking your ads it just won't show up on your testing okay so really important to note that so that's it that's all you have to do to set up the parameters what i think is really important and what i'm going to show you now is how to actually use this data and view it inside google analytics all right so back over to the computer and now i'm on my google analytics dashboard so if you go to google analytics which is analytics.google.com this is how you actually see the data that is coming through by your utm parameters okay so let's go down to acquisition and we'll click that drop down and then we'll go to all traffic source slash medium now you can see we've got google organic direct none but if you scroll down a little bit we can actually see facebook ads and the facebook news feed facebook ads instagram stories we've got instagram organic we've got instagram referral and i think if we click show more we'll probably see some youtube stuff so youtube and then video description so somebody clicked a link from my youtube video description so we can actually see now we're getting more granular data and we can go up here and click on other search for content click add content now we can actually see the actual ads people clicked on so we've got image one text one image two text one image two text two organic carousel ad and everything else we've got coming through so this report actually shows you which individual piece of content people are clicking on when they're coming through and you can see here i've got my goals over here so if you have goal tracking set up inside google analytics you will actually be able to see how many leads you got from these and even how many sales and the conversion value from those sales will show up right here in the analytics report as well so i'm going to go back to source medium and i'm going to actually go secondary dimension and i'm going to search for content here and click on that and that's going to give the column here next to the source so now i can actually see facebook ads news feed and they clicked image one text one and i can go through and see how many pages they visited i can see how many times they completed certain goals and everything else so you can see i've got that much more granular data so now that you know how to view it inside google analytics you really are off to the raises you've got your utm parameters set up you're going to be able to see this inside google analytics and understand your data better and you'll be even better prepared for when you lose some data inside facebook when the ios 14 privacy changes all roll out okay that is it for this video if you liked it all that i ask seriously is that you click the like button underneath it's totally free quick and easy to do and it does make a huge difference to the channel so i really do appreciate it and of course if you want to hear more from me just click the subscribe button hit that little bell to get notified whenever i release a new video as always thank you for watching i appreciate your time and i'll talk to you soon bye [Music] [Music] you

Channel: Andrew Hubbard

Views: 24,913

Keywords: utm tracking, utm tracking in google analytics, utm tracking facebook, utm parameters, facebook utm parameters, facebook utm google analytics, facebook url parameter, dynamic utm parameters facebook ads, dynamic utm, utm, google analytics, custom utm parameters, utm parameters facebook ads, utm tracking tutorial, link tracking, campaign url builder, marketing analytics, ios 14, how to use utm facebook, google analytics facebook ads, utm setup facebook ads, facebook ad utm

Id: _lHgeyZnmMw

Length: 11min 4sec (664 seconds)

Published: Wed Mar 10 2021