Tracking strategies can be useful for a lot of things, and amongst them automatically adding parameters to your URLs, automatically adding a redirection URL in your posts, as well as tracking your own conversions with S2S or automatically transforming your URLs to match your attribution partner... But let's start by understanding what URL parameters are!
URL parameters can help you understand the effectiveness of your ads. They are added to the URL of the posts in your campaign.
For example, you can use URL parameters to track where your ad traffic is coming from and identify ads helped drive a conversion. The information you will get from URL parameters can show which link people clicked to get to your ad's destination (your website, your Facebook Page...).
Keep in mind that although you can add URL parameters to your ads on Facebook and other networks, you'll need to use a website analytics tool to track the results.
Now, let's look at how you can automate this!
In the Automation Center, you'll need to create a new Tracking strategy, from the top left:
You'll need to name you strategy first, and then it's time to design your URL parameters.
A common URL parameter (for instance) would be UTM sources. Simply input your parameter in the field, and it will automatically be added to the end of the URL of your post!
To make it even better, you can use the menu at the right of the field to input dynamic parameters, such as the campaign name or the ad set placements used above.
If a dynamic parameter is not compatible with all networks you'll find the logos of the networks for which this parameter can be used:
You can also use custom parameters (if you want to learn more about them, you can do so here) to make it exactly what you need it to be!
When using this, there will be only one post, meaning all of the engagement will be directed towards it. You will get more overall engagement, but you'll lose on some organic conversions (when someone sees a friend liking an ad, they could click on it, but it won't be tracked to the specific ad the user clicked on).
The advanced settings part is going to give you the option to rewrite the URL of your post.
When using this, there will be one post per ad - that means your engagement will be split between each of them, and your original post will get less likes.
When should you use this?
When using Third Party tracking partners, you might need to get users to a specific URL before you send them to the page they are looking for. These pages are used to track and attribute conversions (usually). Don't forget to add the redirection in your parameters!
The Rewrite url option is also mandatory when you are building a tracking automation for Twitter or Snapchat. 🐦👻
Once you're done setting up your parameters, all you need to do is select the level at which your strategy will be applied to!
The next step will give you the option to set your strategy to the ad account or the campaign group level:
Choosing the Ad account level will let you choose this tracking strategy for all campaigns you'll be creating using the ad account you set it for.
Choosing the Campaign group level will only let you choose this strategy if you set your campaign to be in the campaign group you applied your strategy for.