What are Dynamic Parameters?

This article will go over Facebook's ability to use Dynamic URL Parameters.

Dynamic Parameters Defined

Dynamic URL parameters will automatically generate the parameters based on the information you provide when setting up your ad and information related to how your ads are delivered. You can read more about Dynamic URL parameters by checking out about Facebook's article, About URL Parameters.

The following objectives are available for dynamic parameters:

  • Traffic
  • Reach 
  • Video views
  • Post engagement
  • Lead generation
  • Product catalog sales: URL parameter field only, template URL field is not supported
  • Store traffic: URL Parameters Field only, website URL field is not supported
  • Conversions
  • Brand awareness

Facebook offers the following URL dynamic parameters to place on your ads:

  • ad_id={{ad.id}}
  • adset_id={{adset.id}}
  • campaign_id={{campaign.id}}
  • ad_name={{ad.name}}
  • adset_name={{adset.name}}
  • campaign_name={{campaign.name}}
  • placement={{placement}}
  • site_source_name={{site_source_name}}

Name-based parameters

  • Name-based parameters, like ad.name, will be set to the campaign, ad set or ad name used when the ad was first published.
  • The campaign, ad set, or ad names can still be changed, but the parameters will refer to the original names.
  • This means that URL parameter values that contain campaign, ad set, or ad names, cant be changed during the lifetime of that campaign, ad set, or ad once it has been published.
  • If you did want to change the parameter value, you'd have to create and publish a new campaign, ad set, or ad. 
  • For example, if you'd like to track campaign name and source, you would input the following parameters:
    • utm_campaign={{campaign.name}}&utm_content={{ad.name}}
  • If your campaign name is Sale 2019 and the ad name is Summer, the dynamic parameters would automatically pull in the appropriate values for these parameters.
    • In this example, the URL would appear as utm_campaign=Sale&2019&utm_content=Summer.
    • You will not be able to change this parameter value once you have published the campaign.

Dynamic Parameter Values

  • If you're using Google Analytics, you should input a UTM parameter for tracking.
  • For example, if you'd like to see your ad's campaign name and ad name in Google Analytics, you would place the following parameters:
    • utm_campaign={{campaign.name}}&utm_content={{ad.name}}
  • When you check your metrics in your website analytics tools, these values will have been dynamically filled in so that you can see which campaign and ad name generated traffic or conversions on your website.


Our Knowledge Base also has an article about UTM Parameters, if you would like to learn more!

If you have any questions regarding Dynamic URL Parameters, please contact us and we will be happy to answer any questions you may have.

Last Updated: Jan 27, 2020 10:14 AM