This question has two parts: best practice, and issues with reporting.

Best practice:

Right now, the UTMs that we've set up for our Facebook & Instagram advertising campaigns are dynamically generated.

Option A

We're currently using the following set up in the Facebook Ads Manager:


Option B

We've also considered splitting out the adset name into a separate URL parameter:


However, I'm not sure if the content and term parameters are the best fit for this?

Question 1: Which one of the above is best practice?

Issues with reporting:

With either setup, this means that in the Acquision > All Traffic > Channels report in Google Analytics, everything gets lumped under (Other):

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Only therein you'll have fb and ig — separated away from other paid channels. That doesn't seem right. Facebook's help page on this didn't provide complete clarity on the matter.

Question 2: Is this set up right? Or is there a better way of using Facebook's dynamic parameters to set up UTMs according to Google's guidelines?


utm_term would usually relate to paid search advertising that is targeting searches for particular keywords such as with Google (or Bing) Searches.

If they are ad placements/display, if you use utm_medium=display, it will bucket it into the default Display channel in GA.

You can find a list of the GA default channel definitions on the following page:

You can also create your own channels, or edit existing channels too, however bare in mind, the changes are not retroactive.

If it were me, I would probably use something along the lines of the following:
- while placement is not a utm parameter, it still offers useful information even if appended to a url

  • Thanks! Yep, for sure. I agree with you about utm_term. Anything 'wrong' with using it that way? Or just not useful? I guess all Facebook advertising is display, no? (Video too, but that's technically display?)
    – Baumr
    Dec 12 '19 at 22:37
  • 1
    FB now also has search ads facebook.com/business/news/… What I would do is try to find some way to distinguish with display ads whether they are image, video or text display ads
    – Bronwyn V
    Dec 16 '19 at 1:14

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