How To Track Your Facebook Ads Performance With UTM Tracking
Peter Drucker, a legendary management guru, once said, “What gets measured gets managed.”
Measuring the impact of your marketing efforts will help you grow your business. You'll know where to put more money and effort, and where to spend less.
This is where UTM tracking comes in.
In this post, I'm going to help you understand UTM codes. You'll learn how to use them to not only track your marketing performance but also your Facebook Ads.
What is UTM tracking?
UTM stands for Urchin Tracking Module.
It’s a snippet of code that’s added to the end of a URL to track the performance of campaigns and content.
It looks something like this:
The part in bold starting after ‘?' is the UTM code. The UTM code in this example tracks where the traffic is coming from, which is Google.
Adding the UTM code doesn't affect the actual page. You can delete the UTM code from the URL and the page would continue to load normally.
The code’s sole purpose is to help your analytics tool track the source of your visitor.
What can you track with UTM codes?
There are five different UTM parameters. Here's what you can track with each of them:
1. Traffic Source
The traffic source allows you to track where your traffic is coming from.
This is the parameter that’s added to your URL: utm_source.
Facebook, Google, Instagram, etc, are some examples of sources you could track.
The medium parameter tracks what type of traffic the visitor originated from, like cpc, email, referral, display, social, etc.
The parameter added to the URL is utm_medium_
3. Campaign Name
This parameter tracks the performance of a specific campaign.
For example, you can use this to differentiate traffic between different Facebook Ad campaigns.
The parameter added to the URL is utm_campaign.
The content parameter helps you track which link someone clicked on if you have several links pointing to the same URL. (such as an ad with two CTA buttons)
The parameter added to the URL is utm_content.
5. Keyword Term
This parameter tracks keyword terms. It's only used for paid search ads. It will show you which keyword a website visitor came from.
The parameter added to the URL is utm_term.
How to track Facebook ads with Google Analytics
Google Analytics is as a tool that known to track website traffic. But it has a ton of other great functions, too. One of which includes measuring social media campaign conversions, including Facebook ads.
While the ads manager gives you insight into your Facebook ads performance, it doesn’t give you enough information to understand whether Facebook advertising is cost effective for you.
That’s why Google Analytics is a better tool. It will help you get accurate results using UTM tracking.
To track your Facebook ads with Google Analytics, go to the Google URL builder.
Enter your website URL and campaign information.
1. Type in your destination URL.
2. Indicate the campaign source as Facebook.
3. The campaign medium can either be cpc or cpm, depending on whether you’re tracking conversions by clicks or impressions.
4. The campaign name is your Facebook ads campaign. This will help you track performance across all your Facebook campaigns.
5. The campaign term is your Facebook ads ad set name. This will help you track performance across ad sets.
6. The campaign content is your individual ad name. This will help you track individual ad performance.
This is what the end result would look like:
Once you’re done, scroll down to see your generated URL.
Copy the URL then go into your Facebook ads manager.
Under the “Ad” section, click on “links” then paste your URL into the destination URL box.
Now you can start tracking your ads performance in Google Analytics.
To do this:
1. Log in to your Google Analytics account and go to Acquisition.
2. Click on “All Traffic”
3. Click on “source/medium.”
4. From the primary dimension, you’ll be able to select the parameter you want to track.
That’s it. Using these steps you’ll be able to track your performance all the way from the campaign to the individual ad.
Even though Facebook Ads analytics are good, Google Analytics is even better and more accurate when it comes to tracking and understanding conversions.
With the help of these performance reports, you’ll be able to understand why and how conversions are happening so you can optimize your ads and campaigns even further in order to achieve your advertising goals.
If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.