Audience Type URL Parameters

Updated: Jun 16, 2026

The Urchin Tracking Module﹡ (UTM) is a standardized system for passing information from ad clicks via destination URL parameters to use in analytics. This means, when a user clicks on an ad, the request URL will contain parameters that can be extracted by web plugins like Google Analytics.

At Meta, we allow advertisers to specify UTM parameters at an ad level under the Tracking section of the ad creation flow in Ads Manager. Typically, ads can have multiple ad sets per campaign which allows for having different URL parameters for each audience type associated with the ad set. However, Advantage+ shopping campaigns have only one ad set per campaign which is used for both retargeting and prospecting users.

Now, Advantage+ shopping campaigns will support custom audience types — new (prospecting) and existing (retargeting) for URL parameters to provide more context to the ad impressions. More specifically, we allow you to configure three values of the custom_audience_info field to enable the audience type URL parameters: audience_type_param_name, new_customer_tag, and existing_customer_tag.

This feature is only available once the existing custom audience is set up. When that is completed, you can configure these parameters in the Ad Account Settings in the Advantage+ Shopping Campaigns section.

Parameters

The custom_audience_info field extends the /act_AD_ACCOUNT_ID node.

Name	Description
custom_audience_info	Required. Values: audience_type_param_name and new_customer_tag or existing_customer_tag For a successful POST call, the audience_type_param_name and either the new_customer_tag parameter or the existing_customer_tag parameter is required.

The custom_audience_info field

Name	Description
audience_type_param_name string	Required. Value: audience_type The field name for the URL. Should be a non-empty string containing letters, numbers, or underscores.
new_customer_tag string	Optional. Value: prospecting The field value for new customers. Should be a non-empty string containing letters, numbers, or underscores.
existing_customer_tag string	Optional. Value: retargeting The field value for existing customers. Should be a non-empty string containing letters, numbers, or underscores.

Examples

Retrieve the custom audience info

Request

curl -X GET -G \
  -d 'fields=custom_audience_info' \
  -d 'access_token=ACCESS_TOKEN' \
https://graph.facebook.com/v25.0/act_AD_ACCOUNT_ID

Response

{
  "custom_audience_info": {
    "audience_type_param_name": "audience_type",
    "new_customer_tag": "prospecting",
    "existing_customer_tag": "retargeting"
  },
  "id": "act_AD_ACCOUNT_ID"
}

Create new custom audience info

curl -i -X POST \
  -H 'Content-Type: application/json' \
  -d '{"custom_audience_info": {"audience_type_param_name": "audience_type", "new_customer_tag": "prospecting", "existing_customer_tag": "retargeting"}​}' \
  // Note: new_customer_tag and existing_customer_tag are both shown here for example only
  -d 'access_token=ACCESS_TOKEN' \
  https://graph.facebook.com/v25.0/act_AD_ACCOUNT_ID

﹡ Urchin was acquired by Google and turned into Google Analytics