Meta Ads
Get a page for every Meta campaign and ad set that earns one, without touching your pixel, CAPI, or attribution.
Meta traffic is usually the most expensive traffic you buy. It is also the most varied: a retargeting ad set and a cold interest ad set land on the same page with completely different expectations. Luria treats them differently, and it only needs your ad URLs to do it.
What you get
- A page per campaign or ad set that earns one. When an ad set sends enough traffic, Luria starts shaping the landing experience for that ad set specifically: the headline echoes the ad, the proof matches the audience, the offer matches the promise. See Ad-level pages for how a page "earns" its own version and how long it takes.
- Per-source optimization. Even before any ad set earns its own page, Luria optimizes Meta traffic as its own stream, separate from Google, email, and organic. See Traffic sources.
- Spend and ROAS next to lift (optional). If you connect your ad account, the dashboard shows what each campaign spent next to what Luria's variants did for it.
Zero-permission setup: add URL parameters
Luria does not need access to your Meta account to do the work above. It reads the URL your ad sends visitors to. Meta can fill in campaign, ad set, and ad details automatically using dynamic parameters.
Step 1: Copy your parameters from Luria
In the Luria dashboard, open Connect > Meta Ads and copy the URL parameter string. It looks like this:
utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&utm_term={{ad.id}}&luria_src=metaThe parts in double curly braces are Meta's own placeholders. Meta replaces them with the real campaign name, ad set name, and ad ID when the ad is served.
Step 2: Paste them into your ads
In Ads Manager, edit the ad and open the Tracking section at the bottom. Paste the string into URL parameters. Do this once per ad, or use the Luria Link extension to apply it across a whole campaign in one click.
Step 3: Check it landed
Click your own ad (or preview it), then open the Luria dashboard. Within a few minutes you should see Meta appear as a source under Traffic. If it doesn't, check that the parameters are on the ad itself, not only on the ad set or campaign level.
Already using UTMs?
Keep them. Luria reads standard UTM parameters, so if your ads already carry utm_source and utm_campaign you may only need to add the Luria-specific parameter, or nothing at all. The Connect > Meta Ads screen tells you which of your existing parameters it can use.
Optional: connect your ad account
Connecting is read-only and only adds reporting. Luria pulls spend and results per campaign so the dashboard can show cost next to lift and estimate ROAS.
To connect: Dashboard > Connect > Meta Ads > Connect account, then sign in with Meta and pick the ad account. Luria asks for read permission on ads and insights only. It never creates, edits, or pauses ads, and never changes budgets.
You can disconnect at any time from the same screen. Disconnecting removes the spend data and nothing else; your pages keep optimizing from the URL parameters.
What Luria does not touch
This is the question we get most, so plainly:
| Your setup | What Luria does |
|---|---|
| Meta Pixel | Nothing. Luria never edits, wraps, or fires it. |
| Conversions API (CAPI) | Nothing. Your server events keep flowing as they are. |
| Meta attribution windows | Nothing. Meta still decides what it takes credit for. |
| Hyros, Triple Whale, Northbeam, Elevar | Nothing. Luria reads its own events only. |
Luria measures its own lift from its own page views and conversions, in parallel. Your Meta reporting and your attribution tool keep saying what they would have said anyway. If Meta and Luria report different numbers, that is expected; see Why the numbers differ for the same logic applied to analytics tools.
Good to know
- Ad-level pages need traffic to earn their keep. An ad set sending a handful of clicks a day will be optimized as part of the Meta stream, not on its own. Roughly, an ad set starts earning its own version once it's sending a few hundred sessions a month.
- Renaming a campaign in Meta changes the value Meta passes in
{{campaign.name}}. Luria treats the new name as a new source, so rename sparingly, or use{{campaign.id}}instead of the name if you rename often. - If you run Advantage+ shopping campaigns, the same parameters work; Meta fills the placeholders at serve time.