How to Use UTM Parameters to Track Facebook Ads Results
Sometimes Facebook says you got 10 sales, but your website says you got 5. Who is lying? Usually, nobody—they just count differently. To get the absolute truth, you need to use UTM parameters.
A UTM is a little tag you add to the end of your website link.
Normal Link: mysite.com
UTM Link: mysite.com?utm_source=facebook&utm_campaign=spring_sale
What It Does
When someone clicks that link, your website (and Google Analytics) reads the tag. It says, "Ah! This visitor came from the Facebook Spring Sale campaign."
How to Make Them
You don't have to type them manually. In the Facebook Ad creation level, scroll to the bottom. There is a box called "URL Parameters." click "Build a URL Parameter." Facebook will fill in the tags for you dynamically.
Why Bother?
It acts as a backup. If Facebook's tracking fails (due to ad blockers), the UTM usually still works. It gives you a second opinion on your data.
Stirling and UTMs
Stirling helps you create the ad creative, and using UTMs helps you prove that the creative is working. It is the perfect pair.
