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Setting Up Facebook Ad Reporting in Stack

When running Facebook Ads, Stack strives to accurately attribute the ads and ad sets that generate leads. For enhanced reporting and to identify successful campaigns, we recommend using Facebook UTM parameters, Facebook Pixel, and the Conversion API in Workflows.

Key Topics Covered​

  • Entry Points for Attribution
  • Labeling Campaigns for Accurate Reporting
  • Adding UTM Parameters in Facebook Ads Manager
  • Attribution Reporting
  • Troubleshooting Common Issues

Important Notes​

  • If directing traffic to a landing page, ensure your Facebook Pixel and Conversion API are set up in Workflows.
  • UTM parameters will not appear when viewing ads in preview mode.
  • Avoid using special characters or emojis in UTM parameters or any trackable parameter.
  • First ad attribution data is recorded from specific entry points listed below.

Entry Points for Attribution​

First attribution data is captured from the following entry points:

  • Form submissions
  • Survey submissions
  • Calendar bookings
  • Direct entries from Facebook Lead Forms
  • Two-step order forms
  • Chat widget interactions
  • Inbound calls (only for click-to-call scenarios)

Available UTM Tracking Parameters​

At the contact level within Stack, the following UTM tracking parameters are available:

  • Source
  • Campaign Name: {{contact.attributionSource.utmCampaign}}
  • Adset Name: {{contact.attributionSource.utmMedium}}
  • Ad Name: {{contact.attributionSource.utmContent}}
  • Campaign ID: {{contact.attributionSource.campaignId}}
  • fbclid: {{contact.attributionSource.fbclid}}
  • gclid: {{contact.attributionSource.gclid}}
  • Referrer: {{contact.attributionSource.referrer}}

Labeling Campaigns for Accurate Reporting​

  • Campaign names, ads, and ad sets must be unique.
  • Names cannot be changed during the campaign's lifetime. If a change is necessary, create a new campaign, ad set, or ad.

Example Setup:

  • Campaign Name: Campaign - Happy Teeth
  • Ad-set: Campaign#1 - Happy Teeth - Audience #1 (San Rafael, CA 20-mile radius - M&F)
  • Ads:
    • Ad#1: Happy teeth - Carousel Ad - Audience #1
    • Ad#2: Happy teeth - Video Ad - Audience #1
    • Ad#3: Happy teeth - Image Ad - Audience #1

Adding UTM Parameters in Facebook Ads Manager​

  1. Access your Ads Manager and select the campaign to add UTM parameters.
  2. Navigate to Manage ads > Ads > Edit.
  3. Scroll to the Tracking section.
  4. Click Build a URL parameter.
  5. Complete the following steps:
    • Campaign Source: Type "fb_ad".
    • Campaign Medium: Select {{adset.name}}.
    • Campaign Name: Select {{campaign.name}}.
    • Campaign Content: Select {{ad.name}}.
    • Click Add Parameter and enter "campaign_id" as the Parameter name. Select {{campaign.id}} for the Value.
    • Click Apply to save changes.

Note: Facebook may take some time to verify and approve your ads. Once approved, your ads will start running and tracking via UTM parameters within Stack.

Attribution Reporting​

For more information on campaign and source/attribution reporting, please refer to the Attribution section in Stack.

Troubleshooting Common Issues​

Q1: Why don't I see UTM parameters when previewing my ad?

  • UTM parameters are not added to links in preview mode.

Q2: Why isn't first attribution data appearing for some contacts?

  • First attribution data is recorded only from specific entry points as listed above.

Q3: Why is my reporting off after changing an ad, ad set, or campaign?

  • Ensure campaign names, ads, and ad sets are unique. If changes are needed, create new campaigns or ad sets to maintain accurate reporting.

Q4: Do I need UTM parameters for Facebook Lead-gen Ads?

  • Yes, using UTM parameters is recommended for improved reporting.

Q5: Where should UTM parameters be added?

  • UTM parameters should be added in tracking to monitor link clicks or page visits.

Q6: What is the Objectives dropdown for?

  • The Objectives dropdown in the Ad Report helps define the campaign's objectives during creation.