Meta Ads UTM Guidelines

Configure your Meta Ads UTM parameters correctly so that Hermon can attribute leads to campaigns, ad sets, and ads in the leaderboard.

Why are UTMs Required?

Hermon requires specific UTM parameters on incoming lead traffic to attribute closed deals back to the correct Meta Ads entities. If a lead arrives with a paid traffic source but is missing UTM campaign parameters, Hermon cannot resolve the matching Meta campaign, and the lead is dropped from the leaderboard statistics.

Required URL Parameters

Add the following query parameters to the URL of every Meta ad:

Meta URL Parameters

utm_source=facebook
utm_medium=paid
utm_campaign={{campaign.id}}
utm_content={{adset.id}}
utm_term={{ad.id}}

Use IDs, not names (recommended). Meta IDs never change and are always unique, so Hermon can match every lead to the right campaign, ad set and ad. Names can be edited at any time and are often reused across campaigns, which can make attribution ambiguous.

Using Names Instead

Hermon also supports name placeholders, for example if your ads already use them. Attribution still works, but IDs are more reliable: renaming a campaign, ad set or ad, or giving two of them the same name, can cause leads to be matched to the wrong entity or not matched at all.

Meta URL Parameters (names)

utm_source=facebook
utm_medium=paid
utm_campaign={{campaign.name}}
utm_content={{adset.name}}
utm_term={{ad.name}}

Parameters Mapping Reference

A breakdown of each UTM parameter and its corresponding Meta dynamic placeholder:

Parameter	Value / Placeholder	Description
utm_source	facebook	Identifies the source as Facebook/Meta Ads
utm_medium	paid	Identifies the traffic medium as paid advertising
utm_campaign	{{campaign.id}}	Meta dynamic placeholder for the Campaign ID
utm_content	{{adset.id}}	Meta dynamic placeholder for the Ad Set ID
utm_term	{{ad.id}}	Meta dynamic placeholder for the Ad ID

Getting UTMs into Hermon through your forms

UTMs on the ad URL only help if they travel with the opt-in. Install the Hermon tracking snippet on your funnel: it remembers the UTMs and Meta click IDs from the landing page and passes them to your forms and booking links.

Typeform: add these as hidden fields. Typeform only keeps hidden fields that are declared on the form. In the Typeform builder, add each of the following as a hidden field, otherwise the values never reach Hermon:

utm_sourceutm_mediumutm_campaignutm_contentutm_termfbclidfbcfbplanding_pagereferrerhermon_pkhermon_ua

ClickFunnels, Cal.com and Calendly need similar one-time setup — see Platform setup.

Important Notes

Attribution applies to new leads only. Existing leads that have already been created without UTM parameters will not be retrospectively corrected or matched.