Meta Ads Campaign Tracking (UTM Setup)

PartialLeads shows spend, ROAS, and profit at campaign, ad-set, and ad level on the Meta Campaigns page (switch levels with the tabs; click a row to drill in). To tie a purchase back to the exact ad that earned it, we need the Meta IDs on the ad click — Facebook doesn’t send them to your site automatically. You add them once, per ad account, using Meta’s dynamic URL parameters.

Why this is needed

We pull your spend from Meta by campaign / ad-set / ad ID. We attribute your revenue from the click that drove each purchase. To join the two, the click has to carry those IDs. We read them from the landing URL’s query string: utm_id for the campaign (fallback utm_campaign), and utm_content + utm_term for the ad set and ad.

Until you tag your ads, Meta-attributed revenue lands in the “Unattributed to campaign / ad set / ad” rows instead of against a specific one.

The parameter string

Paste this into your Meta ad’s URL parameters field:

utm_id={{campaign.id}}&utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{adset.id}}&utm_term={{ad.id}}

What each part maps to:

• utm_id={{campaign.id}} — the campaign ID. {{campaign.id}} is a Meta dynamic macro that expands to the numeric ID at click time; this is the stable key we join campaign spend and revenue on.
• utm_content={{adset.id}} and utm_term={{ad.id}} — the ad-set and ad IDs, which unlock ROAS at those two levels.
• utm_campaign={{campaign.name}} — a human-readable campaign fallback, used only if utm_id is missing.
• utm_source=facebook & utm_medium=paid — required. These are what classify the click as Meta paid traffic, which the whole attribution depends on. Keep them exactly as written.

Where to paste it in Meta

What changes in PartialLeads afterwards

Once tagged clicks start converting:

• Campaign, Ad Set, and Ad rows populate on the Meta Campaigns page — each shows spend next to its attributed revenue, with ROAS and profit. Use the tabs to switch level, or click a campaign to drill into its ad sets, then an ad set into its ads.
• The “Unattributed” rows shrink as revenue moves onto specific campaigns / ad sets / ads.
• Account-level ROAS (on the Revenue-by-Source view) is unaffected — it already works without tagging.

Troubleshooting

Still seeing everything in “Unattributed to campaign” after publishing?

• Give it time. Only clicks after you published carry the campaign ID, and those visitors have to come back and buy. Early on, most revenue is still from pre-tag clicks.
• Check your landing page keeps the query string. If your funnel or a redirect strips ?utm_id=… from the URL before our pixel reads it, the campaign ID never gets captured. Test by clicking your own live ad and confirming utm_id= is still in the address bar on the landing page.
• Watch for redirect chains. Link shorteners, “click here” interstitials, or app-store style redirects often drop query parameters. The landing page the pixel fires on must still have utm_id.
• Confirm the macro expanded. In the landing URL, utm_id should be a number (the campaign ID), not the literal text {{campaign.id}}. If you see the literal macro, the parameter was pasted somewhere Meta doesn’t expand macros.