If a lead in your CRM says Ad set: 23851094821 rather than Ad set: Parents 25–45, nothing is broken. The name was never sent. Ad platforms put numeric IDs in the click URL by default, and the human-readable name only arrives if you ask for it — which takes about ten minutes, once, per account.
Why the ID alone is nearly useless
An ID is stable and precise, and completely unreadable. A salesperson opening a lead cannot act on
23851094821, and neither can you when scanning which ad sets produce customers. You would
have to cross-reference every number against Ads Manager by hand, which nobody does, which means the
attribution goes unread.
The fix is that both Google and Meta can substitute the actual name into your landing page URL at click time. Your CRM then stores the name alongside the ID and shows the readable one.
Google Ads: ValueTrack parameters
In Google Ads, go to Settings → Account settings → Tracking, or set it per campaign under the campaign's own settings. Add this to your final URL suffix:
utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}&campaign_id={campaignid}&adset_id={adgroupid}&ad_id={creative}The braces are literal — Google replaces each one at click time. The useful ones:
{campaignid},{adgroupid},{creative}— numeric IDs for the campaign, ad group and ad.{keyword}— the keyword that matched, which is often the single most valuable field for a search campaign.{network}— whether the click came from Search, a Search Partner or Display. Worth adding if you have ever wondered where your budget actually went.{device}— m, t or c for mobile, tablet, computer.
Google does not offer a campaign NAME parameter. There is no
{campaignname}. If you want readable names in the CRM rather than IDs, type the name
into the UTM yourself — utm_campaign=delhi-admissions — and set it per
campaign rather than once at account level. That is more work, and it is the only way to get a name
out of Google Ads through the URL. The alternative is resolving IDs through the Google Ads API,
which needs the ads_read permission.
Meta: dynamic URL parameters
Meta is more generous here — it does expose names. At the ad level, open Tracking → URL parameters and paste:
utm_source=meta&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&campaign_id={{campaign.id}}&campaign_name={{campaign.name}}&adset_id={{adset.id}}&adset_name={{adset.name}}&ad_id={{ad.id}}&ad_name={{ad.name}}
Note the double braces — Meta uses {{ }} where Google uses
{ }, and mixing them up is the single most common reason this silently fails.
Set it at the ad level and it applies to that ad. Meta will not backfill existing clicks, so the names start appearing on leads captured after you save, not before.
Checking it worked
Do not wait for real traffic. Click your own ad from the preview link, then look at the URL in your browser's address bar. You should see the substituted values:
https://yoursite.com/admission?utm_source=meta&utm_campaign=Delhi%20Admissions&adset_name=Parents%2025-45&ad_name=Scholarship%20Creative%204&fbclid=...
If you still see the literal {{campaign.name}} text in the URL, the parameter was not saved
or was added at the wrong level. If the parameters are missing entirely, check you edited the ad rather
than the ad set.
Then submit a test lead through your form and open it in the CRM. The Where this lead came from panel should show names rather than IDs, and its completeness score should rise.
A word on URL length and appearance
These parameters make your landing page URL long and visibly technical. Two things worth knowing: it has no effect on ad performance or quality score, and if the untidy URL bothers you, most site platforms let you strip the query string from the address bar after the page loads — the CRM has already captured it by then.
Do not strip it with a redirect, though. A redirect that drops the query string destroys the click ID as well, and with it any ability to report conversions back to the ad platform. That is a much larger loss than an ugly URL.
What this still will not tell you
URL parameters describe the click that produced the form fill — the last touch. If someone finds you through a Meta ad, thinks it over for a week, then returns via a Google search and converts, these parameters credit Google entirely.
Claudphic Ads records a first-touch snapshot in the visitor's browser to cover exactly that case, and shows both on the lead. It is honest about its limits too: browser storage is per-device, so a click on a phone and a conversion on a laptop are two separate visitors to any system that works this way, and Safari's tracking prevention discards that storage after about a week. Cross-device attribution is not a thing any CRM can solve without your customers logging in.