How to add URL parameters to Meta ads

• An ad in Meta Ads Manager that sends people to a website
• An objective that supports dynamic parameters. Meta lists Awareness, Traffic, Engagement, Leads, Sales and App promotion, each with conditions
• A website analytics tool to read the parameters

1. Go to Tracking on the adIn Ads Manager, create a campaign or open a draft and work through the ad’s setup until you reach Tracking. The URL parameters field is below it.
2. Enter the parametersType them into URL parameters, or click Build a URL parameter and click Apply when you are done. Each parameter is a key and a value joined by an equals sign, with an ampersand between parameters. Leave the question mark out.Dynamic parameters go in double curly brackets. Meta offers {{campaign.id}}, {{adset.id}}, {{ad.id}}, {{campaign.name}}, {{adset.name}}, {{ad.name}}, {{placement}} and {{site_source_name}}. A ninth, {{media_type}}, is for Advantage+ catalog ads only.

   utm_source={{site_source_name}}&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&campaign_id={{campaign.id}}&adset_id={{adset.id}}&ad_id={{ad.id}}

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3. Decide between IDs and namesThe .name parameters are set to the campaign, ad set or ad name in use when the ad was first published. Rename the campaign later and the URL keeps the original. Meta’s fix is to create and publish a new campaign, ad set or ad.IDs avoid the question. Send both if people will read the reports and a system will match on them.
4. Check for a clash with the Website URLWhatever is in URL parameters is appended to the Website URL. When both contain the same key, the URL parameters field wins: utm_source=1 in the Website URL and utm_source=2 in the field gives a final URL with utm_source=2 only.
5. Publish, then repeat on your other adsThe field belongs to the ad, so each one needs it filled in. Publish when you are done.

• Once the ad is delivering, look at landing page URLs in your analytics. The values should be real names and numbers, with spaces in names showing as %20.
• Filter by one ad_id and confirm it matches the ad’s ID in Ads Manager.

Reports show a campaign name you no longer use

The name was fixed when the ad first published. Switch your reporting to the ID parameters, or publish a new ad to pick up the new name.

A parameter has a key and no value

Meta tells you not to leave one empty, as in background=&foo=bar. Give every key a value or delete it.

Performance dips after you edit the parameters

You can change URL parameters on a published campaign, and Meta warns that doing so may send the ad set back into the learning phase. Set them before the first publish where you can.

Instagram collection ads arrive without values

Dynamic URL parameters are not supported for ads in collection format on Instagram placements. Use static values on those ads.

Checked on 2026-11-11 against Meta Business Help Center: Add URL parameters to your Meta ads in Meta Ads Manager, Meta Business Help Center: Specifications for dynamic URL parameters in Meta Ads Manager.