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Step 2: Insert Northbeam UTM Parameters

Please add two custom UTM parameters in the Build a URL menu for all new and existing Meta Ads:
Build a URL Parameter > Custom Parameters

Build a URL Parameter > Custom Parameters

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Step-By-Step Guide

For a visual walkthrough of setting up UTM parameters, reference the video below.

  1. In your Ad settings, click Build a URL parameter
  2. Click Add parameter twice and all the two custom parameters listed above.
  3. Click Apply.
How To VerifyIn the Parameter preview, you should see:nbt=nb%3Afb%3A{{site_source_name}}%3A{{campaign.id}}%3A{{adset.id}}%3A{{ad.id}}&nb_placement={{placement}}
  • This is expected — Meta automatically encodes colons (:) into %3A.
  • Do not encode colons yourself — entering %3A directly in the Value will result in double encoding (%253A) and break tracking.
  • It’s fine if other parameters appear — Northbeam UTMs can coexist with others.

UTM Auto-AppendingIf you would like Northbeam to automatically append UTM parameters to newly created Meta ads from ad accounts connected to your dashboard, please reach out to our Support team to enable this feature.


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✅ How to Confirm Your Meta Ads Are Tracking Properly

To be confident that your Meta ads are tracking correctly in Northbeam, two things need to happen:
  1. Northbeam UTMs must be captured
  2. The Northbeam pixel must fire on the landing page
The easiest way to test both is by using a Live Preview Link from Meta Ads Manager and verifying in your browser.

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🔍 Step-by-Step: Verify UTMs + Pixel with a Live Ad Preview

  • Log into Meta Ads Manager
  • Find your ad and click Preview
  • Click Share → Share a link
  • You’ll get a short link like: https://fb.me/1TSaf6EzTjEfn8K
  • Paste the link into your browser (it’ll load your Newsfeed)
  • Find the ad in your feed and click on it

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Don’t see the ad?

Sometimes it doesn’t appear right at the top of the feed, so be sure to scroll down a bit.

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3. Verify UTMs and Pixel via Developer Tools

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UTM Validation

Once you’re on the landing page…
  • Accept any cookie banners (scripts won’t fire until cookies are accepted)
  • Go to Developer Tools —> Network:
    • Chrome / Edge / Brave / Opera
      • Right-click → Inspect
      • Or press Cmd+Option+I (Mac) / Ctrl+Shift+I (Windows)
      • Go to the Network tab
    • Firefox
      • Right-click → Inspect
      • Or press Cmd+Option+E / Ctrl+Shift+E
      • Go to the Network tab
    • Safari (Mac)
      • Enable Dev Tools: Safari → Settings → Advanced → check “Show Develop menu”
      • Then go to Develop → Show Web Inspector
      • Click the Network tab
  • Refresh the page
  • Click the first request (should be labeled as a UTM string (ex. ‘?nbt=nbnbt=nb%3Afb%3A...’)
  • Click on the Payload tab
  • You should see UTMs listed — look for something like:
    • nbt: nb:fb:fb:XXXXXXXXX:XXXXXXXXXX:XXXXXXXXXXX
Click the first 'Network' request, then look in the 'Payload'

Click the first 'Network' request, then look in the 'Payload'

✅ If those are populated → UTMs are confirmed

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Pixel Validation

  • Still in the Network tab
  • Search for a request called nb-collector or tp2
  • Look for the one with pv in the Payload
Note: It's completely normal to see multiple requests

Note: It's completely normal to see multiple requests. Look for the one with 'pv' in the Payload.

✅ If you see PV in a nb-collector request → Pixel is confirmed

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🎯 What This Means

Once both UTMs and the pixel are confirmed, Northbeam has successfully recognized the session (“Visit”). This means any conversions (like purchases) that happen during the session will be tied back to the correct ad in Northbeam.