We're seeing a lot of traffic from (direct) / (none) in GA whenever a Facebook Ads campaign is launched — it's always the top source/medium pair.
In second place, there's some fb / Facebook_Mobile_Feed etc. showing up, so it's definitely registering. The direct drops a lot as soon as campaigns are paused.
We've tried: fixing GTM/pixel bugs, checking the URLs for redirects, or if something weird is going on our WordPress-SPA subdomain combo etc.
Could the following UTM template that's been set up in Facebook be affecting this?
I typically set the utm_source as
cpc, but that shouldn't cause a data discrepancy like this, no?