If you’re investing in Facebook Ads to drive demand, but still unsure exactly how many leads and customers those campaigns are bringing in, you’re not alone. Tracking user acquisition is one of the biggest challenges for marketers—especially when conversions happen offline or across multiple touchpoints.
While tools like Google Analytics can show you how many visitors your site gets from Facebook, they often fall short when it comes to connecting those visits to actual leads and revenue inside tools like Eloqua.
That’s where Attributer steps in.
In this article, we’ll walk through the simplest and most effective way to capture UTM parameters from Facebook Ads, feed that data directly into Eloqua forms, and ultimately track the source of leads and customers—all without any complex setup.
Why Most Marketers Struggle to Track Facebook Ads in Eloqua
Facebook (and Instagram) Ads can be great for generating interest and traffic. But the gap between ad click and customer acquisition is where many analytics tools fail. Traditional tracking platforms don’t give you a clear view into which specific campaign, ad set, or creative actually converted your lead—especially if you’re generating leads through web forms and closing deals offline.
That’s a big problem if you want to make data-driven budget decisions.
To really understand your source of customers, you need to track the entire user journey—from Facebook click to form submission to closed sale. And to do that, you need a way to capture UTM parameters and store them inside Eloqua.
Let’s show you how.
How to Track Facebook Ads in Eloqua in Just 4 Simple Steps
With Attributer, tracking Facebook Ad performance in Eloqua is fast, easy, and highly accurate. Here’s a breakdown of how to set it up in just four steps:
1: Add Attributer to Your Website
Start by signing up for a free 14-day trial of Attributer. Once you register, you’ll receive a small code snippet to place on your site.
You can add it directly through your website builder (like WordPress, Webflow, or Squarespace) or through Google Tag Manager. Attributer’s documentation includes guides for most major platforms.
Once the code is live, the next step is to add hidden fields to your lead capture forms:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Channel Drilldown 4
- Landing Page
- Landing Page Group
If you’re using native Eloqua forms, Attributer has a specific guide for adding these hidden fields. It also works with third-party form tools like Gravity Forms, Typeform, and Jotform.
2: Use UTM Parameters in Your Facebook Ads
To track the source of your leads, you’ll need to add UTM parameters to your Facebook Ads URLs. These tags help identify exactly how someone arrived on your website.
Here’s a best-practice format for Facebook UTM tagging:
- UTM Medium = Paid social
- UTM Source = Facebook
- UTM Campaign = The name of your campaign
- UTM Term = The name of the ad set the ad belongs to
- UTM Content = The specific ad
These parameters allow Attributer to accurately track and categorize your visitors.
3: Attributer Captures UTM Data and Writes It Into Your Forms
When a visitor arrives at your site through a Facebook Ad, Attributer reads the UTM parameters and stores them in a first-party cookie in the browser.
Later, when that user fills out a form, Attributer automatically populates the hidden fields with the ad data—without any extra action from the user. It’s seamless, invisible, and incredibly effective.
4: Facebook Ads Data is Captured in Eloqua
Once the form is submitted, the UTM data is captured in Eloqua along with the lead’s contact details (name, email, phone number, etc.).
From there, you can:
- Send it to your CRM (like Salesforce)
- Push it to a BI tool (like Tableau or Looker)
- Create detailed attribution reports inside Eloqua
Now you can see exactly which ads, campaigns, and networks are generating your most valuable leads and customers.
What Is Attributer and How Does It Work?
Attributer is a lightweight, powerful JavaScript tool designed to capture marketing attribution data and feed it into your CRM or marketing automation system.
When someone lands on your site, Attributer analyzes their visit, captures any UTM parameters present, and categorizes the session into marketing channels (like Paid Social, Organic Search, etc.). This data is stored in a cookie and then passed into hidden fields on your forms—allowing you to track the source of customers down to the campaign level.
For example, if someone clicks a Facebook Ad and completes a form, the data might look like this in Eloqua:
- Channel = Paid Social
- Channel Drilldown 1 = Facebook (or whatever is in the utm_source parameter)
- Channel Drilldown 2 = Brand Campaign (or whatever is in the utm_campaign parameter)
- Channel Drilldown 3 = North America Ad Group (or whatever is in the utm_term parameter)
- Channel Drilldown 4 = Green Ad (or whatever is in the utm_content parameter)
You also get landing page details like:
- Landing Page = /features/enterprise-marketing
- Landing Page Group = /features
This lets you analyze which content is converting best alongside which campaigns are driving traffic.
Why Use Attributer to Track Facebook Ads?
There are several key benefits to using Attributer over other tracking methods:
✅ Tracks All Your Leads
Attributer doesn’t just track Facebook leads. It captures data across all channels—Google Ads, LinkedIn, organic search, direct traffic, and more.
✅ Remembers Visitors, Even if They Leave
Because Attributer uses cookies, it remembers the original UTM data—even if a user browses multiple pages or leaves and comes back later.
✅ Cleans and Standardizes UTM Data
Attributer intelligently normalizes inconsistent UTM tagging. Whether you use utm_source=facebook or utm_source=facebook.com, the data gets grouped correctly under Paid Social.
✅ Captures Landing Page Insights
You’ll also gain visibility into which blog posts, landing pages, and product pages are driving leads, not just which channels.
3 Reports You Can Create with Facebook Ads Data in Eloqua
Once you’ve captured UTM parameters in Eloqua, here are a few powerful reports you can build:
1. Leads by Channel
Visualize how many leads you’re generating from each marketing channel—Paid Social, Paid Search, Organic, etc. Compare Facebook’s performance with other channels and optimize your spend accordingly.
2. Customers by Network (Facebook, Instagram, Messenger)
See where your Facebook Ads are converting best—whether it’s on Facebook itself, Instagram, or Messenger. This helps you allocate budget to the platforms delivering the highest ROI.
3. Revenue by Campaign
Track how much revenue you’re generating per campaign. When paired with ad spend data, this lets you calculate true ROI and identify your most profitable campaigns.
Final Thoughts
If you’re looking for a reliable, scalable way to track Facebook Ads in Eloqua, then Attributer could be the solution you’ve been searching for.
By automatically capturing and storing UTM parameters in your forms, Attributer gives you full visibility into the source of every lead—so you can confidently report on ROI, optimize ad spend, and scale what works.
Best of all, it’s free to try and takes less than 30 minutes to set up.
👉 Start your 14-day free trial today and finally know which Facebook Ads are driving your leads and customers.
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👉 Start your 14-day free trial of Attributer today and finally get the data you need to grow smarter.