UTM Builder
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UTM Builder for Facebook

Facebook traffic arrives from ads, page posts, groups and shares. Without UTM parameters most of it lands in your analytics as generic social or referral traffic. Tag every link and you can compare paid and organic performance by campaign.

The builder below is pre-filled for Facebook. Enter your landing page and a campaign name.

Main UTM Builder

Generate clean campaign URLs in real-time, then save to history.

Your generated UTM link will appear here instantly.

QR Code Generator

QR code will appear here

Recommended Facebook UTM values

  • Paid ads: utm_source=facebook, utm_medium=paid_social (or cpc).
  • Organic posts: utm_source=facebook, utm_medium=social.
  • Groups and shares: utm_source=facebook, utm_medium=social, utm_content=group_name.
  • Pick one convention and keep it for every campaign.

Tagging Meta Ads

Meta Ads Manager has a URL parameters field at the ad level. You can paste a static string such as utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale there, or put the tagged URL directly in the destination URL.

Meta also supports dynamic parameters that fill in the campaign, ad set or ad name automatically. Static values from this builder are the simplest way to start and are easier to audit.

Example

https://example.com/offer?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale&utm_content=video_a

Things to avoid

  • Do not use fb, FB and Facebook interchangeably.
  • Do not reuse the same campaign name for different goals.
  • Do not tag links that point to other pages on your own site.

Frequently Asked Questions

What utm_source should I use for Facebook?
Use facebook, lowercase, for every link, and keep the same value in every campaign.
Should I use social or paid_social as the medium?
Either works if you are consistent. Many teams use paid_social for ads and social for organic posts so the two can be compared.
Does Facebook strip UTM parameters from links?
Facebook may add its own fbclid parameter after yours, but your utm_ parameters are kept.
Can I use this for Instagram too?
Yes. Change the source to instagram or use the dedicated Instagram UTM builder.

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