The five UTM parameters
Source, medium and campaign are the ones to fill in every time. Term and content are optional and mostly useful for ads.
| Parameter | What it records | Facebook example |
|---|---|---|
| utm_source | The site sending the visit | |
| utm_medium | The type of traffic | organic-social, paid-social |
| utm_campaign | The promotion the link belongs to | spring-sale-2026 |
| utm_term | The audience or targeting of an ad | lookalike-buyers |
| utm_content | Which link or creative was clicked | ad-variant-a |
How to build a UTM link for Facebook
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Step 1
Paste the page URL
Enter the full address of the page you are sharing, including https://.
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Step 2
Set source and medium
Source is pre-filled with "facebook". Pick a medium such as organic-social for posts or paid-social for ads.
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Step 3
Name the campaign
Add a campaign name in lowercase with dashes, such as spring-sale-2026. Term and content are optional.
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Step 4
Copy the tagged link
The finished URL builds as you type, with a breakdown of each parameter. Copy it and use it in your post or ad.
Frequently asked questions
What UTM parameters should I use for Facebook?
Use utm_source=facebook on every link. Set utm_medium to organic-social (or social) for normal posts and paid-social (or cpc) for ads, and give each campaign its own utm_campaign name. Add utm_content when several links or ads point to the same page and you want to tell them apart.
What are UTM parameters?
UTM parameters are tags added to the end of a URL, such as ?utm_source=facebook&utm_medium=social. They do not change the page. Analytics tools such as Google Analytics 4 read them and record which source, medium and campaign each visit came from.
How do I see Facebook UTM traffic in Google Analytics 4?
In GA4 open Reports, then Acquisition, then Traffic acquisition. Change the main dimension to Session source / medium to find rows such as facebook / paid-social, or to Session campaign to see results by campaign name.
Do I need UTM tags if Facebook already shows as a referrer?
Yes, if you want reliable numbers. Clicks from the Facebook apps often arrive with a missing or inconsistent referrer, such as m.facebook.com or l.facebook.com, or show up as direct traffic. A tagged link is recorded the same way every time and lets you separate ads from normal posts.
Should UTM values be lowercase?
Yes. GA4 treats "Facebook" and "facebook" as two different sources, which splits your report. Use lowercase everywhere, use dashes instead of spaces, and keep the same names from one campaign to the next.
Does the generator work if my URL already has a query string?
Yes. If the URL already contains a question mark, the UTM parameters are added with an ampersand instead, so existing parameters keep working. Special characters in your values are URL-encoded, and each value can be up to 255 characters.
Can I use UTM links in Facebook ads?
Yes. Paste the tagged URL as the ad's website URL, or put only the part after the question mark into the URL parameters field in Meta Ads Manager. Use utm_term for the audience and utm_content for the creative so each ad can be compared.
Last updated by the Made to Spark team.
