# How To Set Up Facebook Ad Campaigns The Right Way? Source: https://www.youtube.com/watch?v=5JBLYRcLCQw Recap page: https://rapidrecap.app/video/5JBLYRcLCQw Generated: 2026-01-23T15:05:15.819+00:00 --- ## Quick Overview If Facebook ad campaign retention appears flat on Amplitude, the likely cause is improper data ingestion or filtering, specifically related to not passing attribution data (like UTM parameters) or advertising IDs as user properties, or incorrectly filtering by 'live users' instead of 'all users' in the retention chart setup. **Key Points:** - Flat retention after launching a Facebook campaign on Amplitude suggests an issue with tracking or filtering, not necessarily campaign failure. - The initial retention chart showed flat lines because the filter was applied to 'live users' only, potentially excluding relevant data. - Attribution data from Facebook (like UTMs or ad account IDs) is not automatically ingested as user properties by default in Amplitude, which is why retention reporting based on this data is initially absent. - To fix this, users must ensure that attribution data (UTMs, ad IDs) is passed as event properties or user properties during event ingestion, potentially requiring server-side implementation for mobile apps due to iOS restrictions on one-to-one user data. - The recommended troubleshooting steps involve removing the 'live users' segment filter, and checking the 'Sources' list in Amplitude settings to confirm Facebook Ads integration status and the 'Events' section to verify if UTM parameters are being recorded on events like 'Start Session'. - For mobile apps, attribution is harder because iOS restricts one-to-one user data sharing, meaning relying solely on automatic tracking for campaign attribution might not work unless specific UTM parameters are passed through the mobile attribution platform (like AppsFlyer) into Amplitude. ![Screenshot at 00:04: The title slide clearly states the core problem: "Facebook Campaign Live but Retention Is Flat What to Check", setting the stage for a troubleshooting session focused on data configuration.](https://ss.rapidrecap.app/screens/5JBLYRcLCQw/00-00-04.jpg) **Context:** The video addresses a common issue where a newly launched Facebook advertising campaign shows flat retention metrics within Amplitude, leading to concern that the campaign is failing. Two Amplitude experts discuss troubleshooting steps, focusing on how marketing attribution data (like UTMs and Ad IDs) is tracked and surfaced within Amplitude's analytics platform, differentiating between mobile (iOS/Android) and web tracking limitations. ## Detailed Analysis The initial problem identified is a flat retention line in Amplitude after launching a Facebook campaign. The first troubleshooting step suggested by the host is to check the retention filter; the line appeared flat because the segmentation filter was set to 'All Users' but then narrowed down to only 'live users' in the filter settings, which skewed the view. The second major point revolves around attribution data: Facebook ads send campaign and spend data, but this is not automatically ingested as user properties in Amplitude. Specifically, for mobile apps, this data might not be available unless explicitly passed through the mobile attribution platform (like AppsFlyer or Branch) into Amplitude events, especially because iOS restricts one-to-one user data from app downloads. The experts advise checking the 'Sources' list to confirm Facebook Ads integration and navigating to the 'Events' section to see if UTM values are being recorded on key events like 'Start Session'. The recommended solution is to ensure that advertising IDs and UTM data are passed as user profiles or event properties, ideally server-side, so that Amplitude can perform accurate attribution reporting. If UTMs are being captured, they should be visible in the event properties for 'Start Session'. ### Initial Problem Diagnosis - Facebook campaign launched with flat retention in Amplitude - Colleague worried setup was wrong - Initial check revealed filtering by 'live users' segment caused the flat line. ### Attribution Data Gaps - Facebook ads send campaign/UTM/spend data, but it is not automatically sent as user properties to Amplitude - This prevents accurate ROAS reporting based on UTMs. ### Mobile Attribution Challenges (iOS) - iOS restricts one-to-one user data from app downloads, making attribution harder - This data is not ingested by default in Amplitude unless explicitly passed. ### Troubleshooting Steps - Remove the 'live users' filter to see all data - Check the 'Sources' list in Data settings to confirm Facebook Ads integration status - Check the 'Events' list to see if UTM parameters are being captured on events like 'Start Session'. ### Solution Path - Pass advertising IDs and UTM data as user properties (ideally server-side) so Amplitude can attribute data correctly - Integrating a mobile attribution platform like AppsFlyer directly into Amplitude helps pass this necessary data. ![Screenshot at 00:05: The initial retention chart showing a flat line, prompting the question about incorrect setup.](https://ss.rapidrecap.app/screens/5JBLYRcLCQw/00-00-05.jpg) ![Screenshot at 00:11: The retention chart with the filter showing only 'All Users' selected, before attempting to remove the problematic filter.](https://ss.rapidrecap.app/screens/5JBLYRcLCQw/00-00-11.jpg) ![Screenshot at 00:36: The 'Sources' list in Amplitude Data settings, showing various sources like Facebook Ads and Google Ads, which is where integration status is checked.](https://ss.rapidrecap.app/screens/5JBLYRcLCQw/00-00-36.jpg) ![Screenshot at 03:54: The 'Events' screen in Amplitude, showing a list of events where the experts look to confirm if UTM properties are being captured on events like 'Start Session'.](https://ss.rapidrecap.app/screens/5JBLYRcLCQw/00-03-54.jpg) ![Screenshot at 06:29: The 'Sources' list showing the Facebook Ads integration status, confirming the source is connected.](https://ss.rapidrecap.app/screens/5JBLYRcLCQw/00-06-29.jpg)