What are UTM Templates?


  1. Introduction
    1. Summary
    2. Key Components
    3. UTM Template Example Breakdown
    4. Supported Summary
  2. How-To's
    1. How to Navigate to UTM Templates
    2. How to Create Your UTM Template
    3. How to Verify Your UTM Template Is Working Properly
  3. Related Features


UTM Templates allow you to create a “set-and-forget” UTM format for your ads. This saves you time from having to manually input UTMs into individual ads within Facebook Ads Manager. This feature can also insert certain values dynamically, giving you the ability to track your ad performance at a much more granular level more effectively.

Key Components

Parameter Name- The name of the field in which your tracked data will be grouped by.

Value- The actual value that will be placed into the parameter. (Character Limit: 250)

Reorder/Remove - This feature allows you to adjust the order in which the parameter names and values will show up within the UTM string. You can also remove an entire row (parameter name and value) if you no longer want it to show up within your UTM string.

UTM Template Example Breakdown

To better demonstrate how this tool works, here is an example of a UTM template that we’ve created in the Jove platform:


Here is what the template will output when an ad is published to FB Ads Manager:


The colored texts correspond to the following fields:

Parameter Name- Within the UTM string, this value typically begins with “utm_” and is typically be followed by "source" or "medium". Within our example string above, the parameter names are utm_source, utm_medium, and utm_content.

Tip: Using consistent parameter names across all advertising channels will allow for easier data tracking within Google Analytics or other URL tracking tool you are using.

Value- Within the UTM string, the value typically follows after the “=” sign. This indicates the actual value for the particular ad you generated. In the example above, we have a few values: social, facebook, {{campaign.name}}, and JoveAd1. Within these values, there are actually a few different value types. Here is the breakdown:

  • social, facebook- These two values are custom values. This means that we’ve manually set these values within the template. These custom static values will have no curly brackets surrounding them.
  • {{campaign.name}}- For this value, the {{ }} on either side indicates that we would like Facebook to dynamically insert a value for us after the ad begins serving. These dynamic values are extremely useful if you are using the copy/paste feature within Facebook Ads Manager.
  • JoveAd1- For this value, looking at the UTM template we created above, you will see the JoveAd1 is not within the template, but rather the value {ad_name} is in its place. This is a dynamic value that the Jove platform dynamically inputs into the UTM string prior to publishing the ad to Facebook Ads Manager.

&/=- Our last values within the string are the &and =signs within the UTM string. You will see that these signs are not a part of the example UTM template we created above. This is because the Jove platform will automatically place these signs into the UTM string where they belong so you do not need to input them as part of the template yourself.

Support Summary

Values that contain { } or {{ }} indicate dynamic values. The difference between the two are single brackets indicate Jove dynamic values with the values being set before publishing to FB, while double brackets indicate Facebook dynamic values which are dynamically inputted when the ad is being served.

Below is a list of dynamic values supported by the UTM template tool:

 Jove Dynamic Values  {campaign_name}
 Facebook Dynamic Values  {{ad.id}}

*These dynamic values can only be used by using the “custom” setting within the ad template and manually typing {{placement}} or {{site_source_name}}.


How to Navigate to UTM Templates

  1. On your account home page, click on the gear icon in the top right corner of the platform.blobid1.png
  2. Click on “Linked Account Settings”, then click on the link with your Facebook account number.
  3. Scroll down until you see “Tracking Parameters”. This is the UTM Template tool.

How to Create Your UTM Template

  1. Once you’ve successfully navigated to the UTM Templates (Tracking Parameters) section within the Facebook linked account settings, click the “Add Tracking Parameter” button.
  2. Type in your parameter name.
  3. Select a dynamic value
  4. Finally, click the save icon (looks like a floppy disk).
  5. To add more rows, repeat the process until you have the desired number of rows.

Note that the first row you create cannot be a custom value. To work around this, create a second row with the custom value and reorder it to the top.

To ensure you are getting the desired results, we recommend publishing an ad via the Facebook module within the Jove platform and checking within the URL Parameters field at the ad level within Facebooks Ads Manager. To learn more about publishing ads, please visit our article on Cross-Campaign Ad Generation.

How to Verify Your UTM Template Is Working Properly

  1. After successfully publishing an ad from the Jove platform, navigate to the accounts Facebook Ads Manager.
  2. Click on the “Ads”.
  3. Locate the ad you just published from the Jove Platform.
  4. Hover over the ad and click the “Edit” button.
  5. Scroll down to the “Tracking Section” and your UTM string should appear in the “URL Parameters” field.
  6. Verify that this is the desired UTM string. If not, go back to the UTM Template tool and adjust to the correct settings.

Related Features

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