Social Ad Tracking Instructions

For B2C social, you should include the following utm source and medium with your link:

• utm_source=meta (if combined targeting FB and IG); facebook; instagram; linkedin; pinterest; tiktok; youtube; youtubeshorts

• utm_medium= (see below)

  • social (organic social)

  • paid-social (anything with dollars associated put into ad manager)

  • Examples: utm_medium=social or utm_medium=paid-social

• Marketplaces sites

  • Facebook Campaign Name should include CAMPAIGN Objective Setting

    • The campaign goals are one of the following

      • Awareness, Engagement, Traffic, Leads, Conversion, Remarketing

    • The primary campaign objective settings we use are:

      • Brand Awareness, Reach, Traffic, Engagement, Video Views, Lead Generation, Conversions

    • Example campaign name

      • AWARENESS

  • Facebook Ad Set name should highlight the audience you are targeting with your ads. Format should include:

    • Audience Type

      • 1p (first party – using our internal customer list we upload), 3p (third party – using Facebook’s targeting methods like job title or interest), lal (lookalike), rmkt (remarketing), pf (page followers), multi (using multiple targeting options)

    • Specific Detailed Targeting Parameters

      • Targeting Description (as needed)

        • jt (job title), edu (education level), int (interest), ind (industry), geo (location

        • Example: 3P | JT | All Nurses

• Ad level should should be the exact same as the utm_campaign parameter value (do not include utm_campaign in Ad Set Name) (copy and paste it into the tracking area in the ads to avoid errors) -- this is how funnel will match our website activity tracked in Google Analytics to the ad account data such as cost, impressions etc…
  
  campaign parameter example name/ad level name: ce-state-package-tx-30-off-nurse-traffic-paid-3p-jt-all

  • Product/Promotion

    • Examples are things like…uce-40-off, paramedic-refresher-25-off

  • Site abbreviations

    • dcme (distance cme), nurse, da (nurse b2b marketing), wc (wound care), ra (relias academy), raal (assisted living), rm (relias media), fcme (free cme), ce (continuing education)

  • Campaign goals

    • awa (awareness), eng (engagement), lead (lead), traffic (traffic) conv (conversion)

  • Organic or paid

    • organic, paid

  • Audience Type

    • 1p (first party – using our internal customer list we upload), 3p (third party – using Facebook’s targeting methods like job title or interest), lal (lookalike), rmkt (remarketing), pf (page followers), multi (using multiple targeting options)

  • Targeting Description (as needed)

    • jt (job title), edu (education level), int (interest), ind (industry), geo (location)

Linkedin:

• LinkedIn Campaign Name utm_campaign parameter value (do not include utm_campaign in Campaign Name) (copy and paste it into the tracking area in the ads to avoid errors) -- this is how funnel will match our website activity tracked in Google Analytics to the ad account data such as cost, impressions etc…)

  • campaign parameter example name/ad level name: ce-state-package-tx-30-off-nurse-traffic-paid-3p-jt-all

    • Product/Promotion

      • Examples are things like…uce-40-off, paramedic-refresher-25-off

    • Site abbreviations

      • dcme (distance cme), nurse, da (nurse b2b marketing), wc (wound care), ra (relias academy), raal (assisted living), rm (relias media), fcme (free cme), ce (continuing education)

    • Campaign goals

      • awa (awareness), eng (engagement), lead (lead), traffic (traffic) conv (conversion)

    • Organic or paid

      • organic, paid

    • Audience Type

      • 1p (first party – using our internal customer list we upload), 3p (third party – using Facebook’s targeting methods like job title or interest), lal (lookalike), rmkt (remarketing), pf (page followers), multi (using multiple targeting options)

    • Targeting Description (as needed)

      • jt (job title), edu (education level), int (interest), ind (industry), geo (location)

•