UTM Examples for Meta Ads

A simple paid social convention uses the platform as source, paid_social as medium, and the promotion as campaign.

utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale&utm_content=video_1

For Instagram, use either instagram as source or a platform-level convention such as meta. Choose one approach and document it.

Useful content values

• feed_video
• story_static
• carousel_1

Do not put every placement detail into the campaign name. Use the BestUTM builder to create the links consistently.

Keep the hierarchy understandable

Campaign should describe the promotion, source should identify the platform, and content should identify the creative or placement. For example, summer_sale is easier to compare across Facebook and Instagram than separate campaign names for every ad.

Use the same convention in paid social exports and in the campaign handoff document.

Before publishing

Check that the destination page is the one intended for this audience and that the final URL contains the same values shown in the campaign plan. A link can be syntactically valid and still point to the wrong product, offer, or market.

Save the decision

Keep this pattern in a shared campaign document so the next person can create a matching link without guessing. The goal is not to create more parameters; it is to make the same reporting decision repeatable.

Example naming sheet

A campaign pack might define facebook and instagram as sources, paid_social as medium, summer_sale_2026 as campaign, and values such as reel_video_a or feed_carousel_b as content.

This gives the creative team enough detail without making the campaign field unreadable.