Meta Ads

When someone clicks your Facebook or Instagram ad and lands on your site, ZenTalk can show your team and your AI agent exactly which campaign, ad set, ad, and platform brought them in, right on the visitor profile. It is the same rich acquisition panel you already get for Google and Microsoft ads, tuned for how Meta works.

How Meta is different from search ads

Google and Microsoft ads run on keywords, so the useful signal there is the search term. Meta does not use keywords. It targets audiences and placements, so the signal that matters is which campaign, which ad set (the audience), which ad (the creative), and which platform the click came from, meaning Facebook, Instagram, Messenger, or Audience Network. ZenTalk surfaces all of those, and it never shows a keyword row for a Meta visitor, because there is no keyword to show.

Add URL parameters to your Meta ads

Meta does not pass any of this on its own. Just like Google needs a final URL suffix, Meta needs its URL parameters field filled in with dynamic values. It is a one time setup and Meta fills the real names in for every click.

1. In Meta Ads Manager open the ad you want to track and click Edit. You can also set this at the ad set or campaign level, but the URL parameters field lives on the ad.
2. Scroll to Tracking, then the URL parameters box.
3. Paste this in: utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&adset={{adset.name}}&utm_content={{ad.name}}&placement={{placement}}&site_source_name={{site_source_name}}
4. Publish. From the next click onward every paid visit carries the campaign, ad set, ad, placement, and platform in the landing URL, and ZenTalk stamps them on the visitor automatically. Nothing changes on the ZenTalk side.

The double brace values such as {{campaign.name}} are Meta dynamic parameters. Meta swaps in the real campaign, ad set, and ad names at click time, so you do not type them yourself. To apply this to your whole account at once, use bulk edit in Ads Manager rather than editing each ad.

What you will see on the visitor

Open any Meta visitor in the Inbox side panel or the Visitors profile and the Acquisition section shows:

• Platform: Facebook, Instagram, Messenger, or Audience Network, decoded from the site source.
• Campaign: the campaign that ran the ad.
• Ad set: the audience the visitor matched.
• Ad: the exact creative they clicked.
• Placement: where it showed, such as a feed, story, or reel.
• Network: shown as Facebook / Meta Ads, so your team knows the traffic source at a glance.

Your AI agent reads the same fields, so a visitor who clicked a Spring Promo carousel on Instagram can be greeted with that context instead of a cold hello.