How to set up UTM parameters in the Nabu Facebook Pixel app?

UTM parameters tell you which campaign, source and medium brought a visitor to your store. When you enable this setting, our app reads the UTM values from your store URL and attaches them to your pixel events, so your Purchase and other conversion events can be attributed back to the campaign that generated them.

Why do we need UTM parameters? Facebook Ads reporting alone cannot always tell you which specific link or campaign a visitor came from. Sending UTM values with your events gives you that extra layer of campaign detail on both the browser Pixel and the Conversions API.

Follow the below steps to set up UTM parameters:

Step 1: In our app, go to Settings > Facebook Integration and click UTM Parameters in the left menu. You will see a New badge next to it.

Step 2: In the UTM Parameters card, click Enable. This setting is disabled by default.

Step 3: Under Default UTM Values, fill in the three fields. These values are used as your defaults and are also used to build the tracking URL preview.

• Campaign Source — maps to utm_source. This is the referrer, for example facebook.
• Campaign Medium — maps to utm_medium. This is your marketing medium, for example cpc.
• Campaign Name — maps to utm_campaign. This is the name of the campaign, for example summer_sale.

Each field is optional, but we recommend filling in at least Campaign Source. If you save with a field left empty, we will show an inline warning below that field.

Step 4: Check the read-only tracking URL preview at the bottom of the card and click Copy. Paste this URL into the destination URL of your Meta ad. The preview refreshes automatically whenever you update any of the fields.

The URL follows this format:

https://your-store.myshopify.com/?utm_source={source}&utm_medium={medium}&utm_campaign={campaign}

Step 5: Any change you make opens the Shopify contextual save bar at the top of the page. Click Save to apply your changes. You will see a Settings Saved confirmation.

That’s all — we will take care of the rest.

What happens once UTM Parameters is enabled?

• On every landing, our script reads utm_source, utm_medium and utm_campaign from the page URL, along with fbclid if it is present.
• The captured values are stored in a first-party cookie so they survive navigation for the session. The cookie lasts 30 days, and the latest click always wins, so new UTM values overwrite older ones.
• The values are sent as custom parameters with all your enabled events — PageView, ViewContent, AddToCart, InitiateCheckout, Purchase and others — on both the browser Pixel and the Conversions API, for every active pixel. Because the browser and server values are identical, Facebook’s event deduplication is not affected.
• If a visitor’s URL has no UTM parameters, we use the default values you saved in the app. If those fields are also empty, events are sent without UTM parameters, so no empty keys are ever passed to Facebook.
• Purchase and order events carry the UTM values, so your orders can be attributed to the correct campaign, source and medium.

What happens when UTM Parameters is disabled?

UTM Parameters is disabled by default. When it is off, no UTM values are captured or stored and no cookie is created, and your events are sent exactly as they are today. Any values you saved in the fields are retained but stay inactive until you enable the setting again.

Updated on: 28/07/2026