What are UTM parameters?

UTM parameters can be added at the end of an URL to transport information about the person clicking the link. Their primary purpose is to measure the performance of marketing campaigns. There is a total of five UTM parameters:

  • utm_source - which site/app the user comes from
  • utm_medium - type of traffic, e.g. organic vs. paid
  • utm_campaign - name or ID of the marketing campaign
  • utm_term - a search term
  • utm_content - name or ID of the ad

Why does AdWhatCost asks me to use UTM parameters?

Big tech companies and governments are currently raging a privacy war and as a result the accuracy of ad performance tracking is at an all-time low. It is increasingly difficult for ad platforms such as Facebook and TikTok to follow their users to your store to continue tracking their behavior. That is where AdWhatCost and UTM parameters come into play! We analyze your ad platform & Shopify store data and use UTM parameters to build a bridge between both data sets to give you the full picture of your ad performance.

What UTM parameters should I use for my ads?

Some ad platforms such as Facebook Ads support the usage of so-called URL macros that are dynamic variables which will be replaced with the correlating data generated based on the user's interaction with your ad.

The Facebook Ads supported URL macro {{site_source_name}}, for example, will be replaced by ig or fb depending on whether the user clicked on one of your ads on Instagram or on Facebook. Facebook also supports several other macros such as names & IDs of campaigns, adsets & ads. We recommend using IDs over names, particularly for ads, since IDs are unique values by design and guarantee that the recorded data is clearly distinguishable.

We took the liberty and prepared a set of UTM parameters that pair greatly with our tool. Please feel free to copy the snippet below and use it for your ads on Facebook.


If an ad platform does not support URL macros, we recommend manually adding the ID of the ad in question to your UTM parameters along with other information you deem important. If you need a second pair of eyes to check your UTM parameters, give our support team a shout.

How do I add UTM parameters to my Facebook & Instagram ads?

When you create a new ad via the Facebook Ads Manager, navigate to the Tracking section and locate the input field with the name URL Parameters, as can be seen in the screenshot below.

where to add utm parameters on facebook ads

If you want to add or change UTM parameters of an already existing ad, just navigate to the Ads tab of the Facebook Ads Manager. Locate the ad that you would like to make changes to and click on edit. Just as described in the paragraph & screenshot above, head to the Tracking section and locate the input field with the name URL Parameters. Please keep in mind that editing running ads, can lead to them being set back to the learning phase or a reset of the ongoing learning phase.

Should you still have any unanswered questions regarding the setup of AdWhatCost or UTM parameters in general, please reach out to our customer support team.