UTM Parameters for Tracking Templates

Facebook Ads

Description	UTM	Parameter
Campaign Name	utm_campaign=	{{campaign.name}}
Ad ID	fad_id=	{{ad.id}}
Channel Name	utm_source=	{{adset.name}}
Description	utm_content=	{{ad.name}}

Sample: &fad_id={{ad.id}}&utm_campaign={{campaign.name}}&utm_source={{adset.name}}&utm_content={{ad.name}}

Reference: https://www.facebook.com/business/help/2360940870872492.

Google Ads

Description	UTM	Parameter
Campaign Name	utm_campaign=	{_campaign}*
Ad ID	gad_id=	{creative}
Channel Name	utm_source=	{_channel}*
Description	utm_content=	{_content}*

*These need to be set manually. See Custom Parameter instructions: https://support.google.com/google-ads/answer/6325879?hl=en-GB

Microsoft Ads

Description	UTM	Parameter
Campaign Name	utm_campaign=	{Campaign}
Ad ID	mad_id=	{AdId}
Channel Name	utm_source=	{AdGroup}
Description	utm_content=	N/A

Sample: &mad_id={AdId}&utm_campaign={Campaign}&utm_source={AdGroup}

Reference: https://help.ads.microsoft.com/#apex/ads/en/56799/2.