URL Parameters
URL parameters are the key-value pairs appended to your destination URL that tell your analytics where traffic came from. Without them, paid social traffic tends to land in your analytics as direct or referral, and you cannot tell which ad earned a sale.
In Adsap, URL parameters are a field, not a separate object to manage. No URL parameter template exists.
Where to set them
Three places, strongest last:
- Account defaults, under tracking, as the default UTM parameters for new work on that ad account.
- An ad template, in its URL Parameters field, which travels with the template whenever you apply it to rows.
- Per ad row in the sheet, in the row’s own URL Parameters column.
Set them on the account default or a template. Typing them per row is how they end up inconsistent, and inconsistent UTMs are worse than none, because your reporting silently splits one campaign across more than one label.
You can also edit them after launch, on the Destination tab of the Edit ad panel on the performance dashboard.
What to put in them
The standard set:
| Parameter | Purpose | Example |
|---|---|---|
utm_source | Where the traffic came from | facebook |
utm_medium | The kind of traffic | paid_social |
utm_campaign | Which campaign | summer_sale_2026 |
utm_content | Which ad | video_a |
utm_term | Which audience | lookalike_1pct |
Written as a query string, without a leading question mark:
utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale_2026Any custom parameters your stack needs work the same way.
Letting Meta fill in the values
Meta has its own dynamic parameters, which it substitutes when it serves the ad. Pass them through in this field:
utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}Meta replaces {{campaign.name}}, {{adset.name}} and {{ad.name}} with the real names at delivery time.
Use this. That is why a sane naming convention pays off twice: the names you chose become your analytics labels. A campaign name that reads well in Adsap also reads well in Google Analytics.
These are Meta’s tokens, and Meta resolves them. They have nothing to do with Adsap’s naming tags, and they only work inside this field.
Consistency matters more than completeness
utm_medium=paid_social on some ads and utm_medium=paid-social on others gives you two rows in every report forever. Pick a convention, put it in the account default, and leave it alone.
Lowercase everything. Analytics tools treat Facebook and facebook as different sources.