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URL parameter templates let you define tracking parameters once and apply them to any campaign. This ensures consistent attribution across all your ads without manual entry every time.

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What Are URL Parameters?

URL parameters are key-value pairs appended to your landing page URLs. They tell your analytics tools where traffic is coming from. Common examples:
ParameterPurposeExample Value
utm_sourceTraffic sourcefacebook
utm_mediumMarketing mediumpaid_social
utm_campaignCampaign identifiersummer_sale_2025
utm_contentAd or creative variantvideo_a
utm_termKeyword or audiencelookalike_1pct

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Creating a Parameter Template

1

Open URL Parameters

Navigate to Templates > URL Parameters from the sidebar. Click New Template.
2

Add parameters

Add one or more key-value pairs. Standard UTM parameters are pre-populated as suggestions, but you can add any custom parameters your analytics stack requires.
3

Use dynamic values

Instead of hardcoding values, use dynamic tokens that auto-fill at launch time. For example:
  • {{campaign.name}} — inserts the campaign name
  • {{adset.name}} — inserts the ad set name
  • {{ad.name}} — inserts the ad name
Dynamic values keep your tracking accurate even when you rename campaigns. The token resolves at publish time based on the actual entity names.
4

Save

Name your template and click Save.

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Applying Parameters to Ads

During the Ads step of the campaign launcher, select a URL parameter template from the dropdown. The parameters are appended to all ad URLs in that campaign.
URL parameters are appended to the landing page URL you set in your creative template. If your creative template already has parameters in the URL, the template parameters are added after them.

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Custom Parameters

Beyond standard UTM parameters, you can add any custom key-value pairs your tracking setup requires. Common use cases include:
  • Platform-specific tracking IDs (e.g., fbclid, gclid)
  • Internal campaign codes
  • A/B test identifiers
  • Attribution partner parameters