Both the documentation and the ad creator tool clearly indicate the need to build UTM URL parameters using Meta's solutions—dynamic parameters, etc.

However, after publishing ads, every single time—without exception—a click on an ad redirects through intermediary pages like l.facebook or lm.facebook. This results in the entire path with the generated UTM parameter being lost.

This happens regardless of how the parameter was constructed and inserted. The same issue occurs whether the URL was pasted directly into the destination field, built via the creator tool, or manually crafted.

What’s the effect? All traffic is classified as referral—both organic and from campaigns. We cannot calculate ad conversions. Integration with Pixel also becomes ineffective. As long as Facebook continues to apply redirection through intermediary pages before reaching the final destination, trackers will be lost.

We monitor traffic in PIWIK Pro, but the same issue occurred in GA4, Adobe Analytics, Matomo, and others.