How should I set UTMs for Meta, Google, and LinkedIn Ads?

Use the campaign name in utm_campaign for Console filters and reports. Put the platform campaign id in utm_id so paid spend still joins after you rename a campaign. Meta Insights shows the current campaign title; the UTM name is whatever the campaign was called when the person clicked.

Meta has no account-level UTM setting. Open an ad in Ads Manager, scroll to Tracking, and paste the recipe into URL parameters (or Build a URL parameter). Use the same string on every ad — the tokens fill campaign and ad names. Apply it to many ads with bulk edit. Do not add UTMs to the Website URL on each ad set.

Meta: utm_source=meta_{{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_id={{campaign.id}}&utm_content={{ad.name}}

Google: open Settings → Additional settings → Campaign URL options on the campaign or account, or the ad’s Final URL suffix, and paste the string as the Final URL suffix. Leave the Final URL as the Flow URL. Do not add a leading ?. ValueTrack has no campaign-name token, so {campaignid} stays in both utm_campaign and utm_id. utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_id={campaignid}&utm_content={creative}

LinkedIn: paste this into URL tracking parameters on the account or campaign, not on the destination URL. Leave the destination URL as the Flow URL. Do not add a leading ?. Values are uppercase in double braces. {{AD_SET_ID}} is the ad set (what LinkedIn’s API still calls a campaign) so spend joins. Do not put {{CAMPAIGN_ID}} in utm_id — that is the parent campaign. utm_source=linkedin&utm_medium=paid_social&utm_campaign={{AD_SET_NAME}}&utm_id={{AD_SET_ID}}&utm_content={{AD_NAME}}

Copy the recipe from Console → Settings → Integrations after you connect the ad account. Guide: Connect Meta, Google, and LinkedIn Ads.