How to Setup Facebook Ad Tracking in Voluum Properly?

How to Setup Facebook Ad Tracking in Voluum Properly?

858 600 Kamila Łuksza

Facebook ads can generate a high number of qualified leads. Unfortunately, even slight discrepancies in tracking data can make it difficult to understand whether your ads are converting or not. There are a lot of traps waiting for you, so make sure you know how to accurately set Facebook Ads tracking by reading this post.  

Facebook Ad tracking – do or do not?

There were more than 5 million advertisers monthly on Facebook last year (according to Reuters). It should not be surprising as the leader of the social network market has more than 2.07 billion monthly active users. Facebook leaves YouTube (1.5 bln) and WhatsApp (1.3 bln) far behind. With such a great, diverse audience, you have unlimited possibilities. Also among Voluum Users, Facebook Ads is a quite popular source of traffic.  

To get a slice of Facebook’s advertising pie you need to get familiar with the right tools and handle your analytics very well. As questions about Facebook ads tracking in Voluum are quite popular, we decided to cover this topic and give the answers to the most common ones:  

    1. Can I add Facebook Ads as a traffic source in Voluum?
    1. What data can I pass when setting up Facebook Ads as a traffic source?
    1. How to set up Facebook Ads as a traffic source in Voluum?
    1. Is it possible to track Facebook Ads conversions with Voluum? How to place a Facebook Ads tracking pixel?
  1. Can you provide a guide with the best practices for Facebook Ads campaigns?

Facebook Ad tracking in Voluum

Yes, you can integrate Facebook with Voluum and it works the same as any other traffic source. You click the “New traffic source” button, fill out the fields and map tokens in the “advanced parameters” section.

Facebook allows you to pass different kinds of data such as source, ad ID, campaign ID/name, age, gender, etc., either dynamically or manually. Dynamic URL parameters became available just recently. These do not require manual setup when placing them on Facebook. So, for example, if your ad is available in multiple placements, such as Instagram Stories and the Desktop News Feed, the {{placement}} parameter will automatically be replaced with the correct placement value.

Facebook dynamic parameters are:

    • source={{site_source_name}}
    • placement={{placement}}
    • ad_id={{}}
    • adset_id={{}}
    • campaign_id={{}}
    • ad_name={{}}
    • adset_name={{}}
  • campaign_name={{}}

If you would like to track other information such as age, gender, interests, etc. you need to specify the parameters manually in the URL for each single adset in Facebook.

What Facebook does not support is the option to track the cost value. What it means is passing the information about the cost requires manual data entry. In general – a lot of fuss. The Voluum team is currently working on a functionality that will ease the process of tracking the impression cost value. If you want to stay in the loop subscribe to our newsletter.  

How to map Facebook parameters

Firstly, you need to set up Facebook as a traffic source in your Voluum panel.

As a next step, map the parameters that you would like to use (please see the example of mapped parameters below).

How to set up Facebook Ads tracking in Voluum

If you have any doubts about setting up a traffic source – click here.  

Secondly, click on “new campaign” and choose Facebook as your traffic source. Fill out all required fields. If you have any doubts about campaign creation, you can check out our knowledge base for more information here.   

Tracking Facebook campaigns in Voluum

After you create your campaign, Campaign URL will be generated by the system.

Facebook Ads Tracking Setup

In your Ad Manager in Facebook, paste your campaign URL in the field “destination URL”. In “URL Parameters” place all parameters that you mapped in Voluum. If you used parameters mapped manually, you need to change “REPLACE” to the correct values. In our example below, we put values for age (“age=18”) and gender (“gender=woman”). That way, with every redirect, your dynamic tokens (depending on the parameter) will be automatically filled with data.

Facebook Ads Manager

Time to get technical – place your Facebook ad tracking pixel

The last step is to insert the Facebook tracking pixel into Voluum. The Facebook pixel is a small piece of JavaScript code that you copy and paste into key pages along with your conversion funnel.

Facebook tracking pixel in Voluum

When you want to use a pixel in Voluum, you need to place only the non-script part (URL) of the pixel in the “the pixel redirect URL” field in Voluum – traffic source edit.

Facebook Tracking Pixel in Voluum

Remember that the pixel will only work correctly with the corresponding tracking pixel within Voluum campaign. Why? Because the Voluum tracking pixel passes the information about conversion from an affiliate network (or other places) to Voluum.

If you conduct the setup right, your conversions should be visible in both the Voluum and Facebook panels.

Facebook Ad tracking is not that hard, is it?  

We hope we answered all your questions regarding tracking Facebook ads. If not – let us know! We’ll be happy to help you with your doubts 😉

After refining your process and accurately setting up your tracking parameters, it’s time to maximize your ROI on Facebook Ads. To do so, make sure you are following our best practices described in this article.  

Key Takeaways:

  • Facebook has more than 5 million advertisers. Monthly!
  • You can use Facebook as a Traffic Source in Voluum.
  • While using Facebook Pixel, it will work correctly only with the corresponding tracking pixel within Voluum.

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Kamila Łuksza

Voluum Blog Manager

All stories by:Kamila Łuksza
  • Hi there!

    Thanks for the tip!

    Question: When using facebook’s pixel entire script, I can add specific conversions like “lead”, “purchase”, and more.

    Using only the pixel URL in voluum, what event will be fired when a conversion occurs? Purchase? Lead? Other?

    I ask this because when creating ads on facebook I need to choose one of these goals in order to optimize my ads for.

    Therefore, I need to know what event (purchases, leads…) voluum fires to facebook when it detects a conversion.

    Any insights would be very helpful.


  • Mateusz Raczynski 21st Feb 2018 at 12:14 pm


    By default, the event will be a Page View, but you can change the “ev=PageView” (as you can see in Pixel Redirect URL, on the last image) to “ev=Purchase” or Lead, or anything else and then it will fire back the correct event.

    Makes sense? 😉

    • Hey!

      Yes, it makes sense.

      But I have a problem: I had 20+ conversions and the pixel wasn’t fired on Facebook.

      Impression Tracking must be “on”?
      Because in my Facebook traffic source in Voluum it is “off”.
      Are those things somehow related?

      “Remember that the pixel will only work correctly with the corresponding tracking pixel within Voluum campaign.”

      The campaign’s pixel is auto-populated with the same traffic source’s pixel. So, I guess this is not my problem.

      Any thoughts?

      Thanks again!

  • Hey there!

    “redirect mode” could be the problem?

    I’m using “double meta refresh” but I think that I’ve should’ve been using “302”.

    What do you think?


  • Also, Facebook dynamic parameters aren’t working.

    Inside Voluum reports I get {{}}, for instance.

    Inside Facebook, ad section, URL parameters, I used:

    Inside my traffic source in Voluum, I used:

    adset_name, adset_name, {{adset_name}}

    What am I doing wrong?


    PS: Sorry about my newbie questions

    • Mateusz Raczynski 23rd Feb 2018 at 10:55 am

      We’ve looked into your problem with our Customer Success Team and thought it would be best if you’d hit them up on They’ll be able to check your settings and tell you why it’s not working and how to fix it 😉

      There are quite a few things that can go wrong when setting this up, so this way you can quickly make it right!

  • Hello,

    You say “If you conduct the setup right, your conversions should be visible in both the Voluum and Facebook panels.”

    Does that mean that my revenue from the affiliate network will be passed back to Facebook and tracked in the ads reporting there as revenue?


  • Can you please add Facebook to the pre-defined traffic sources. It would be great it you guys expanded this out as much as possible… the pre-defined templates are really helpful.

  • Hi! Great post!
    One question: I see, for example, in the post this token {{}}, in the image this {{adset_id}}.
    Which one is correct? Dot or underscore?

    • Hello Luca! The correct token is with the dot so “{{}}”. It’s already updated, thanks!


  • I found it informative.

  • when redirection to voluum campaign url my add isnt approved on fb, how do i overcome this?

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Kamila Łuksza

Voluum Blog Manager

All stories by:Kamila Łuksza