Meta Ads tracking tokens & macros
Tracking on Meta Ads runs on URL parameters you append to your destination link, with Meta filling in dynamic macros like {{campaign.id}} and {{adset.id}} at click time and auto-tagging the click with an fbclid. Append these macros and ValidVisit can attribute every visit back to its exact sub-source inside Meta and score it 0-100 for traffic quality.
Cross-check any macro against the network’s official documentation. Meta Ads official docs →
Meta resolves its macros server-side, so {{campaign.id}} is the required anchor and {{adset.id}} plus {{ad.id}} let ValidVisit narrow each click down to the specific ad set and creative driving it, while {{placement}} tells you whether the click came from Feed, Reels, or the Audience Network. The fbclid click id is added automatically by auto-tagging rather than as a macro you type, so as long as your URL carries the campaign, ad set, ad, and placement parameters, every arriving click is tied to a real sub-source rather than an anonymous lump of "Meta traffic".
That per-placement granularity matters because Meta is a walled platform with no per-publisher blacklist, so once ValidVisit shows which placements are sending low-quality or invalid traffic (IVT), you can act on the Audience Network opt-out, block lists, and refund claims levers: turn off Audience Network, apply publisher block lists where Meta offers them, pause the worst-performing ad sets, and request invalid-click credits. ValidVisit only reports and scores the traffic after it arrives, it never blocks a click or changes your campaign, so every opt-out, pause, or refund claim is something you do manually in Meta Ads Manager using that evidence.
Meta Ads macro → ValidVisit param
| Token | Meta Ads macro | ValidVisit param | Example |
|---|---|---|---|
| Campaign ID *campaign | {{campaign.id}} | vv_campaign_id | 120000 |
| Ad Set IDadset | {{adset.id}} | vv_adset_id | 120001 |
| Ad IDad | {{ad.id}} | vv_ad_id | 120002 |
| Placementplacement | {{placement}} | vv_placement_id | feed |
| Click ID (fbclid) *click | (auto-tagging) | fbclid | IwAR… |
- Meta Ads macro
{{campaign.id}}- ValidVisit param
vv_campaign_id- Example
- 120000
- Meta Ads macro
{{adset.id}}- ValidVisit param
vv_adset_id- Example
- 120001
- Meta Ads macro
{{ad.id}}- ValidVisit param
vv_ad_id- Example
- 120002
- Meta Ads macro
{{placement}}- ValidVisit param
vv_placement_id- Example
- feed
- Meta Ads macro
(auto-tagging)- ValidVisit param
fbclid- Example
- IwAR…
* required for Meta Ads attribution.
Ready-to-use Meta Ads tracking URL
https://yoursite.com/landing?utm_source=meta-ads&utm_medium=social&vv_campaign_id={{campaign.id}}&vv_adset_id={{adset.id}}&vv_ad_id={{ad.id}}&vv_placement_id={{placement}}Append these params to your landing-page URL — Meta Ads fills the macros at click time, so every visit arrives attributed and ready to score. No funnel hop.
The buyer compiles a TXT/CSV list (max 10,000 lines per file) of website domains, app-store URLs, Facebook Page URLs and Instagram profile URLs and uploads it as a Publisher Block List in the Brand Safety and Suitability hub, which then suppresses their ads on those publishers across Audience Network, in-stream video, and Instant Articles.
Meta Ads tracking token FAQs
Which token identifies the sub-source on Meta Ads?+
There is no per-publisher token because Meta is walled, but {{placement}} tells you whether a click came from Feed, Reels, or the Audience Network, and {{campaign.id}}, {{adset.id}}, and {{ad.id}} pin each click to the exact campaign, ad set, and creative. Together they are the closest thing to a sub-source on Meta, and ValidVisit scores quality for each combination.
Do I need a funnel hop to use these macros?+
No. These are plain URL parameters appended to your destination link; Meta substitutes the macro values at click time and adds the fbclid via auto-tagging. No funnel hop, link wrapper, or extra hop is required.
Where do I add these parameters in Meta?+
Add them in the URL parameters or destination URL field at the ad level in Meta Ads Manager. Make sure auto-tagging is on so the fbclid is captured, and that {{campaign.id}} is present since it is the required anchor for attribution.
Score every Meta Ads click — and find the fake ones.
See which Meta Ads publishers and placements send real buyers vs. bots.
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