URL tagging
Tagging Meta (Facebook, Instagram) links
UTM parameters for Meta (Facebook, Instagram), the click id OrcLink reads, and the channel the click lands in.
Where the parameters go
Ad level: Destination > URL parameters.
Parameters
Build it for one landing page with the URL builder (Dashboard > URL builder): it refuses a value that looks like an email address, a phone number, a person's name or a merge tag for one, and sends nothing you type to OrcLink.
utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}Meta (Facebook, Instagram) macros used
- {{campaign.name}}: the campaign name
- {{adset.name}}: the ad set name
- {{ad.name}}: the ad name
Click id
fbclid: Meta adds fbclid to ad clicks. OrcLink reads it (and the _fbp cookie of the Meta Pixel when it is on the page).
Channel in OrcLink reports
Meta Paid. Your own channel rules (Settings > Channel rules) run before the built-in ones.
Notes
- Names you give campaigns, ad sets and ads end up in the landing URL: never put a person's name or contact details in them.
- fbclid with utm_medium social, organic or organic_social is read as a shared post, not an ad: OrcLink does not file it as Meta Paid.
Keep personal data out of links
A landing URL is seen by every script on the page and can be logged by browsers and servers on the way. Never put an email address, a phone number or a name in a parameter, and never a merge tag that inserts one.