Overview
Meta Ads, formerly known as Facebook Ads, allow businesses to target a wide audience through Facebook and Instagram. They offer detailed targeting options based on demographics, interests, and behaviors, making it easy to reach the right audience. Meta Ads also provide robust analytics and tracking tools to measure campaign performance.
Integrating Meta Ads with Triple Whale provides you with comprehensive insights into ad performance across various campaigns. This integration enables more precise ROI tracking and helps you make data-driven decisions to optimize your ad spend and strategies.
Get Connected
A brief walkthrough video of connecting Meta to Triple Whale.
To set up your integrations, head to Settings > Integrations.
When you click Connect, you'll be redirected to Meta. Make sure you're already logged into Meta using an account that has access to the Meta Ads Manager account you'd like to connect with Triple Whale. Approve the connection.
You will be redirected back to Triple Whale and prompted to select the Attribution Window that your Meta account currently uses. If you are running ads through multiple Meta Ads accounts, you can simply select any accounts you'd like to include for this specific shop. You can connect up to 20 ad accounts.
UTM Setup
A Tracking Parameter is a snippet of code that you can add to the end of a URL to track the performance of campaigns and content. By using Triple Whale's custom Tracking Parameters in your Ads Manager accounts and marketing content, each visitor will be informing our Pixel exactly which ad they just clicked on before arriving at your store.
To learn more about Pixel tracking & attribution, visit: How the Triple Pixel Works
Copy the following tracking parameters and add them to the Tracking settings of your active ads in Meta. These parameters should be placed in the URL Parameters field.
REQUIRED TRACKING PARAMETERS:
tw_source={{site_source_name}}&tw_adid={{ad.id}}
Using Your Existing UTMs
If your team has a particular reason to use traditional UTMs, you can also use something as the following:
utm_source=facebook&utm_medium=paid&utm_campaign= {{campaign.name}}&utm_term={{adset.name}}&utm_content= {{ad.name}}&fbadid={{ad.id}}Ensure that whatever tracking parameters you use should include:
One of the following
sourceparameter valuestw_source={{site_source_name}}tw_source=facebookutm_source=facebookutm_source={{site_source_name}}
One of the following
adidparameter valuestw_adid={{ad.id}}fbadid={{ad.id}}
Meta Data Library
Once you've connected your Meta Ads account, you will be able to access a rich collection of metrics and pre-built Dashboards across Triple Whale. Unlock new insights and optimize your paid strategy using the Pixel Meta Dashboard:
Explore the full range of metrics, populate new dashboards, and build custom metrics from our Metrics Library:
View Through Conversions
If you want to see Meta view-through conversions alongside your Triple Pixel click data, the Triple Attribution + Views model makes that possible. By connecting directly to Meta’s API, we pull in view-through conversions—like 1-day view attribution—and layer them on top of the click-attributed conversions tracked by the Triple Pixel. This gives you a more complete picture of Meta’s performance, helping you understand both the direct and indirect impact of your ads.
To view this simply find the "Pixel CV" column and click on the blue numbers for Meta.
This opens all customer orders from Meta. Once inside, navigate to the bottom of the page to find the View Through Conversions reported by the channel.
Want to dive deeper into your metrics?
To understand how metrics are imported from your ad channels and how they're calculated, check out our comprehensive Data Dictionary. It’s your go-to resource for detailed explanations!
Frequently Asked Questions
1. I'm already using different UTMs, what should I do now?
If you're already using UTMs for another purpose, you can simply add these parameters to the end of that string - just be sure to write
&before pasting these parameters.
2. Can I bulk edit UTMs for all my ads?
Every ad that you want to track with the Pixel will need our recommended tracking parameters in there. Good news: you can also bulk edit your ads within Facebook, so you won't have to update UTMs one ad at a time.
3. Can I append the UTMs to the Destination URL?
Meta recently published that anything in a Destination URL after the domain itself will be automatically shortened and removed. If UTMs are appended to the Destination URL, they will be automatically removed by Meta. Therefore, UTMs should properly be placed in the URL Parameters field.
4. Will my ads go live right away after adding UTMs?
Updating the URL Parameters on your ads will send the ad into a "processing" phase. The processing phase can take up to 1 hour and will pause spend on your ads while they're being processed by Facebook.
5. Will I lose social proof by adding UTMs?
On some occasions, updating the URL Parameters on an active ad has reset the social proof on the ad & sent the ad back into the "learning phase". However, social proof was often lost for ads where creative assets were manually uploaded directly into the ads manager (versus creating the ad via the Post ID or Use Existing Post method). You can add UTMs without losing Social Proof - click here to learn how.
This is not a fool-proof method, but it is the most effective method we have found for updating UTMs on your ads without losing social proof. Unfortunately, we cannot make guarantees that social proof will not be lost.
6. Where can I check if my UTMs are properly set up?
Visit the Tracking Settings page where we will provide a full list of any live ads that are missing the required UTM tracking parameters.
7. Why do some metrics not seem to match up?
It's important to understand the different types of data you will find in Triple Whale, and how to interpret various dashboards. Generally speaking, a metric imported directly from an integrated source (such as: Meta CPC) should appear in Triple Whale as it does in Meta. However, some dashboards include Triple Whale's first-party data, which can differ significantly from channel-reported metrics. Explore our Data Dictionary for more information.
8. If I manage ads on multiple ad accounts, can I connect them all to Triple Whale?
Yes, you can connect up to 20 Meta ad accounts to a single Triple Whale account.
If you already have one ad account connected and want to add more, you’ll need to disconnect and then reconnect your Meta integration. When you reconnect, you’ll be shown a list of all eligible ad accounts associated with your Meta Business account. From there, you can select the additional ones you’d like to connect.
No data will be lost during this process — Triple Whale will simply reimport the data from the newly connected ad accounts.
9. Is Instagram Shops included within Facebook Shops?
Yes. Both Instagram Shops purchases and Facebook Shops purchases will display together in Triple Whale within Meta Purchases.