Facebook ads lead tracking: see which ad brought each lead

When people fill the form on your own landing page, Ads Manager reports how many results each ad got, by its own attribution, but not which person came from which ad. Your leads sit in your form tool or sheet without the ad next to them. So you can't tell whether the ad with the cheapest leads also brings the people who answer the phone and pay.

The fix is to carry the ad's name in the link, and record it with the lead when they fill the form.

1. In ownyourclick, go to Pages → Add page, paste your landing page's address, and add the tag it gives you to the page's <head>.
2. In Meta Ads Manager, open the ad. Under Destination, the website URL is your landing page's own address. In URL parameters (under Tracking), paste:

utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}&platform={{site_source_name}}

1. Meta replaces each {{…}} with the campaign, ad set and ad name when someone clicks. Do it once per ad, or set it on every ad at once by selecting them and editing together.
2. Send a test lead from the ad's preview link. In your sheet it shows Source facebook and the campaign, ad set and ad.

Point the ad at your landing page's own address, as above, so every tag reaches the page. platform tells you where it ran: fb (Facebook), ig (Instagram), msg (Messenger) or an (Audience Network). platform, and any other parameter you add such as ad_id={{ad.id}}, is recorded with the lead and offered as a sheet column under From your links in Configure Sheets: tick it to add it.

"Lead form" means two different things on Meta, and the tracking works differently for each:

• Your own form, on your landing page. Meta adds the ad's URL parameters to the address when someone clicks. The ownyourclick tag on the page reads them, and when the person fills your form they're saved with the lead: campaign, ad set, ad and platform.
• A Meta instant form (lead ad). Nobody visits your page, so there are no URL parameters to pass. Meta keeps the ad's details with the lead itself: its lead download has ad_name, adset_name, campaign_name and platform columns. ownyourclick doesn't receive these leads.

To set the parameters, open the ad in Ads Manager, scroll to Tracking, and paste them into URL parameters (or use Build a URL parameter). Meta's dynamic parameters fill themselves in at each click:

Two things to know before you publish:

• Names are fixed when the ad is first published, Meta's help says. Rename a campaign or ad later and the parameter still carries the old name. Name them well before you publish, or add ad_id={{ad.id}} as well.
• Editing a live ad can restart its learning. Meta counts a change to an ad's creative as a significant edit, which can send the ad set back into the learning phase. So add the parameters when you create the ad, not later.

Leads that don't come from an ad work the same way: make one link with a source for every place you post. The short video on UTM links (2:46) shows it, from making the link to seeing each lead's source.

Instant forms (lead ads) keep people inside Facebook, so your landing page never sees them. To have them land on your page instead:

1. In Ads Manager, keep the Leads objective, and in the ad set choose Website as the conversion location instead of Instant forms. (A Sales or Traffic campaign pointing at your landing page works too.)
2. In the ad, set the website URL to your landing page and add the URL parameters above.
3. Make sure your landing page has the form, and the ownyourclick tag in its <head>.

People then fill your own form, on your page, and every lead arrives with its ad, its hot % and everything they did on the page.

Each lead in your Google Sheet and on the page's Leads tab carries:

Plus everything they typed in the form, their city, device and visit number, and a payment when they pay.

Count isn't quality. Compare ads by what happens after the click:

• Hot %: filter the sheet by ad and see whose leads read your page and whose bounced. How the hot % works.
• Status: how many of each ad's leads reached Demo Booked or Enrolled.
• Payments: connect Razorpay, Dodo Payments or Stripe and each payment is matched to its lead, so you can see which ad brought paying customers.

ownyourclick doesn't import your ad spend. For cost per paying customer, divide the ad's spend in Ads Manager by its paying leads in your sheet.

Yes. On a page's Meta ads tab (in beta), add your Pixel ID and choose the events to send: Page view, Lead and Purchase. Add a Conversions API access token and they're sent from the server as well, so Meta still gets them when a browser blocks the pixel.

Under When a lead's status changes, tell Meta, pick the statuses that send Purchase, Qualified lead, Schedule or Contact, so Meta learns which of your leads were good, not only how many there were. The same tab compares what ownyourclick recorded from your Meta ads, what it sent to Meta and what Meta accepted, and says why any are missing.

Yes. Any link with UTMs works the same way: Google Ads, YouTube descriptions, WhatsApp broadcasts, email. Build them with the free UTM builder, which has a Meta preset with the parameters above.