What is the primary reason for using a UTM parameter in a Facebook ad URL?

The primary reason for using UTM (Urchin Tracking Module) parameters in a Facebook ad URL is to accurately track and attribute website traffic and conversions originating from specific Facebook ad campaigns, ad sets, and ads within web analytics tools like Google Analytics. UTM parameters are tags that you add to the end of your URL that send data to your analytics platform about the source, medium, campaign, and other details of the traffic. This allows you to differentiate traffic coming from different Facebook ad campaigns and precisely measure their performance in terms of website behavior, conversions, and revenue. For example, you might use UTM parameters to track how many sales originated from a specific ad targeting a particular audience segment, providing valuable insights into which campaigns are most effective and contributing to overall business goals.