About and settings for Facebook ads tracking and URL parameters for your ad landing page
1, URL parameters introduction
URL parameters help operators understand the effectiveness of their ads. For example, operators can use URL parameters to determine where ad traffic comes from and which ads help boost conversions. Using URL parameter analysis data, operators can see which link users clicked to the ad landing page, for example, through Facebook, Google ads, and which one of Facebook ads. Note: Although You can add URL parameters when your Facebook ads run, advertisers or ad data analysts will still need to use website analytics tools, such as Google Analytics, to track the performance of your ads.
Advertisers can add URL parameters to create Facebook ads. Whether it's an ad that links to a landing page outside of a Facebook site, such as a website, or an ad promoting an existing Facebook post, you can add URL parameters. If an operator adds URL parameters to an existing Facebook ad post and the post is linked to a URL other than Facebook, the URL parameter can only track the number of clicks on the ad post URL, not the natural clicks generated by people seeing the post and clicking on the link.
For example, when Google Analytics is installed on a website, we can track the amount, source, and stay of traffic from different sources on the site.
From this, we see that the average length of time Facebook traffic stays on the site is only 17 seconds, and the bounce rate (i.e., the percentage of users who close the site after opening the first page as a percentage of all visitors) is as high as 88%, from which we probably analyze the results: the traffic brought to the site through Facebook, the quality is not very high. There are generally two reasons for this: low traffic correlation to the site, poor user experience on the site landing page, or both. This is the conclusion and analysis that can be obtained through Google Analytics.
Next, if we want to analyze further, Facebook's different ads bring traffic to the site. For example: we have placed a number of groups of Facebook ads (Traffic ads, Conversion ads, Traffic ads under a number of ad groups), some of which perform well or not, we want to know which group of ads do well or bad, we need to use the URL parameters of Facebook ads set.
In the illustration, we see two sources of Facebook traffic identified as "fb_traffic_0328" and "fb_post", with different times spent on the site and the rate of bounce. Roughly speaking: Facebook post content brings in traffic, with longer stay times and lower bounce rates than Traffic from Facebook's streaming ads. User stay is a prerequisite for user conversion, which is what we often mention: Facebook content is more streaming than ads, often with higher conversion rates.
2, URL parameters set:
To add URL parameters to a Facebook ad, ad users need to follow the following procedure:
1. Create a new campaign in Ads Manager.
2. After entering information at the campaign and ad group levels, navigate to the ad level and set URL parameters.
3. At the ad level, find the URL parameter URL parameter section, you need to click show advanced options to see this section.
4. Enter the parameters to track in the URL parameters section. Each parameter contains key/ad identification information and the assignment of the key. Keys and values are connected by an equal sign, and multiple URL parameters added to the ad need to be separated by a and a sign.
For example, if you want to track an ad with a blue background, you can try adding "background-blue" to the parameter, with the key "background" and the value "blue". This creates a unique URL for this particular ad. Suppose the URL is www.abc.com, in this example, the final URL is "www.abc.com?background=blue"
Operators can enter custom URL parameters, or they can use dynamic URL parameters provided by Facebook. Dynamic parameters are useful because they automatically populate the values of parameters based on the information that operators provide when they create ads and information about how they are available. Dynamic parameters, for example, help operators easily track traffic from different ad places. If your ad appears in multiple places, such as desktop News Feed and Instagram Snap, the parameter will automatically be replaced with the appropriate placement value.
2, dynamic URL parameters
Operators can add the following dynamic URL parameters to their ads:
For example, if an operator wants to track campaign names site_source_name and access sources, they need to enter the following parameters: campaign_name. If the campaign name is traffic_0418 and the access source is Facebook, these dynamic parameters automatically call the appropriate value. The URL of this example will be displayed as "www.abc.com? campaign_name.traffic_0418.source.fb"
3, dynamic parameter value
When using dynamic URL parameters, the following values are assigned based on the ad information: Site_source_name, which describes the Facebook platform that displays the ads, which may include Facebook, Instagram, Messenger, and AudienceNetwork. The parameter values are:
Location value, which indicates where your ads appear on the Facebook platform, and may include Facebook Desktop News Feed, Facebook Mobile News Feed, Facebook Right Column, Messenger Inbox, Instagram Feed, and Instagram Snap. These values are:
The name and number values of your ads, ad groups, and ads will be dynamically populated based on your ad settings information. The name is entered by the operator when the ad is created, and the number is automatically assigned by Facebook. The name and number values used in the dynamic URL parameters will correspond to this name and number.
As in the case above, when we use Google Analytics, we should enter the UTM parameter for tracking. For example, if you want to see the name and access source of your campaign site_source_name in Google Analytics, add the following parameters: utm_campaign utm_source. When an operator views metrics in a site analysis tool, these values are dynamically populated so that the operator understands the campaigns and sources of visits that generate site visits or conversions.
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