Tracking Site Link Performance on Meta Ads

Meta has recently introduced a valuable update that provides advertisers with more granular data on site link performance. By adding additional information to the Source parameter, Meta is helping you track which specific site link numbers are being clicked from your campaigns.

Understanding the New Information:

• "SiteLink" prefix: The word "SiteLink" is added to the beginning of the Source parameter to clearly indicate that the click originated from a site link within a Facebook ad.
• Feature index numbers: A numerical value is appended to the Source parameter to identify the specific site link number that was clicked. For example, "SiteLink-673-0" indicates that the first site link (index 0) from the 673rd ad set was clicked.

Benefits of Tracking Site Link Performance:

• Identify Top Performers: Determine which site links are driving the most clicks and conversions.
• Understand User Behavior: Gain insights into how users interact with your website after clicking on a site link.
• Optimize Campaigns: Make data-driven decisions to improve your ad campaigns based on site link performance.

How to Track Site Link Performance:

1. Set Up Tracking: Ensure you have proper tracking in place on your website or app to capture data from site link clicks.
2. Use Google Analytics 4: Utilize Google Analytics 4 to analyze the Source parameter and track site link performance.
3. Review Data: Analyze the data to identify which site links are driving the most clicks and conversions.
4. Optimize Campaigns: Use the insights gained to make adjustments to your ad campaigns, such as optimizing site link placement or creating more compelling site link text.