In order to track cross-placement conversions using external tools, the URL tag {{site_source_name}} can be used.
Facebook will automatically replace {{site_source_name}} with the following values:
- Audience network → an
- Instagram → ig
- Facebook → fb
- Messenger → msg
In addition the URL tag {{placement}} can be used to get more detailed information about the placement an ad was delivered on.
Facebook will automatically replace {{placement}} with the following values:
- instagram_feed
- instagram_stories
- messenger_inbox
- messenger_sponsored_messages
- facebook_right_column
- facebook_mobile_feed
- facebook_desktop_feed
- facebook_instant_articles
- facebook_instream_video
- audience_network
- facebook_marketplace
- others
Example
Below is an example how to use both {{site_source_name}} and {{placement}} macro in Smartly.io s tracking section:
These tags must be in lowercase and enclosed in double curly braces: {{tag}}
Please note that the URL tags will only be replaced by Facebook in the actual ad, so in Smartly.io it will still show like this:
You can check the final tags by going to Ads Manager and getting a preview from there:
FAQ
Can the template tag be used within the actual ad templates in dynamic ads?
No, the {{site_source_name}} can only be used in the campaign tracking section.
What are some other Facebook tags I can use?
{{ad.id}}{{adset.id}}{{campaign.id}}{{ad.name}}{{adset.name}}{{campaign.name}}{{placement}}{{site_source_name}}