Social Ad Tracking Instructions

Owned by Brandon Osgood
Last updated: Aug 30, 2023
2 min read

 

  • 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)

    •