How to Tag Facebook Ads for Retargeting from Website in UTM

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

08 February 2024

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How to Tag Facebook Ads for Retargeting from Website in UTM

In the realm of digital marketing, retargeting has emerged as a powerful strategy to re-engage users who have visited your website but did not convert. Facebook, with its vast audience and sophisticated advertising platform, is a prime channel for executing retargeting campaigns. To maximize the effectiveness of these campaigns, utilizing UTM (Urchin Tracking Module) parameters for tracking is crucial. This article will guide you through the process of tagging Facebook ads for retargeting from your website using UTM parameters, ensuring precise tracking and optimization of your campaigns.

Understanding UTM Parameters for Facebook Retargeting

UTM parameters are text strings added to URLs to track the performance of online marketing campaigns across traffic sources and media. For Facebook retargeting ads, UTM tags provide insights into how users interact with your ads after visiting your website, allowing you to measure the effectiveness of your retargeting efforts and make data-driven decisions.

Creating UTM Tags for Facebook Retargeting Ads

Step 1: Define Your Campaign Parameters

The first step in creating UTM tags for Facebook retargeting ads involves defining the key parameters of your campaign:

  • utm_source: Identify the source of traffic. For Facebook retargeting ads, this will be "facebook."
  • utm_medium: Specify the medium. Use "cpc" for cost-per-click or "social" for social media advertising.
  • utm_campaign: Name your retargeting campaign in a way that you can easily identify and track, such as "website_retargeting."
  • utm_content: (Optional) Differentiate between ad variations, such as different images or copy within the same campaign.
  • utm_term: (Optional) Identify keywords for tracking, though this is more commonly used in search advertising and may not be applicable for Facebook retargeting.

Step 2: Generate Your UTM-Tagged URL

Once you've defined your campaign parameters, combine them to create your UTM-tagged URL. For instance, if you're retargeting users who visited your product page but didn't make a purchase, your URL might look like this:


Step 3: Use the UTM-Tagged URL in Your Facebook Ad

When setting up your retargeting ad in Facebook Ads Manager, use the UTM-tagged URL as the destination URL for your ad. This ensures that when users click on your ad, the UTM parameters are captured by your analytics platform, allowing you to track the ad's performance accurately.

Best Practices for UTM Tagging Facebook Retargeting Ads

  • Consistency is Key: Use a consistent naming convention for your UTM parameters across all campaigns to ensure data accuracy and ease of analysis.
  • Be Descriptive: Choose UTM values that clearly describe the source, medium, and purpose of your campaign for easier identification and tracking.
  • Shorten URLs: Consider using a URL shortener for your UTM-tagged URLs to keep your ads clean and user-friendly.
  • Monitor and Analyze: Regularly review the data collected from your UTM parameters in your analytics platform to assess the performance of your retargeting campaigns and identify areas for optimization.

Leveraging Analytics Platforms

Integrating UTM-tagged URLs with analytics platforms like Flowpoint.ai, you can gain deep insights into the behavior and conversion patterns of users who click on your retargeted Facebook ads. Analyze metrics such as bounce rate, conversion rate, and time on site to understand the effectiveness of your retargeting efforts and refine your strategy for better results.


Tagging Facebook ads for retargeting from your website with UTM parameters is a strategic approach to track and optimize your digital marketing campaigns effectively. By following the steps outlined in this guide and adhering to best practices, you can enhance the precision of your campaign tracking, gain valuable insights into user engagement, and ultimately, drive higher conversions. Embrace the power of UTM tagging to unlock the full potential of your Facebook retargeting campaigns, making every click count towards achieving your marketing goals.

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