The right macro, a readable name and the predicted GA4 channel before you spend.
Meta, Google and TikTok have different macros, rules and fields. The builder writes the string for each platform, names the campaign, ad set and ad in the same convention, and tells you which channel GA4 will put the click in.
https://www.yourstore.com/promo?utm_source={{site_source_name}}&utm_medium=paid-social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_id={{campaign.id}}
Green is what Meta fills in on the click, blue is fixed. The macro becomes fb or ig, and both are on GA4’s list of social sources. The campaign name comes out of here ready, in your team’s convention, for you to paste into the platform.
What breaks
A Meta ad without UTMs shows up as Direct
Meta has no auto-tagging like Google does. Without the “URL parameters” field filled in on every ad, GA4 doesn’t know where the click came from and puts the visit in direct traffic.
“Without the right setup, GA4 doesn’t know where the user who clicked your Meta ad came from. As a result, those visits show up as direct traffic, completely distorting your acquisition reports.”Robson Felipe, “How to see GA4 data from Meta Ads campaigns” (in Portuguese)
The macro freezes the name, and a capitalized name pollutes GA4
{{campaign.name}}records the name the campaign had when it was published. Renaming it later doesn’t change the UTM that already went out, and a name with spaces and capitals goes into the report exactly like that. That’s why the name comes out of here ready, andutm_idkeeps the connection.“Do you know why {{ad.name}} can fool you if you rename the ad after you publish it?”Dericson Calari, “Meta Ads dynamic variables for UTMs” (in Portuguese)
Facebook, facebook and FACEBOOK become three rows
GA4 values are case-sensitive. The same source written three ways becomes three rows nobody adds up in their head. The builder writes everything in lowercase with no spaces, and the auditor flags whatever is already live outside that.
“Facebook, facebook and FACEBOOK are three different sources in the reports: three rows for the same thing, three pieces of a truth nobody can add up in their head.”Métricas Boss, “UTM naming standard,” July 7, 2026 (in Portuguese)
What to use
- UTM builderMeta, Google, TikTok, LinkedIn, Pinterest and Microsoft, each with its own macros, plus campaign, ad set and ad names.
- GA4 channels (in Portuguese)Simulate source and medium and see which default channel the session lands in before you publish.
- Link auditor (in Portuguese)Paste the links from ads already live and see capitals, spaces, a duplicate ? and the wrong channel.
- Launch checklist (in Portuguese)A check before you spend, saved per client.
- Budget pacing (in Portuguese)How much you should have spent by now and where the month will close at the current pace.
- Calculators (in Portuguese)Break-even ROAS, maximum CPA and media funnel.
In three steps
- Paste the URL and pick the platformThe builder writes the string with that platform’s official macros.
- Name the campaign, ad sets and adsEverything comes out in the same convention, ready to paste into the platform.
- Paste the URL parameters into the adCheck the predicted channel and, after you publish, run the links through the auditor.
Launch your next campaign with the right link
4 free links per day, the first 2 without an account. Pro unlocks 30 per day, the bulk builder and saved templates.