How to Add Site Links to Your Facebook Ads (Step-by-Step Guide)
Learn how to manually add Site Links in Facebook (Meta) Ads, enable them in Advantage+ Creative, and track performance using URL parameters, Custom Conversions, and GA4.
Most Facebook ads send users to a single landing page.
But different users often want different things — pricing, product collections, support, or educational content.
Meta has introduced Facebook Site Links to solve this. They allow you to include multiple clickable links below your ad, similar to Google Ads sitelinks.
This matters for performance:
- 76% of users view multiple pages before taking action.
- Ads with sitelink-style extensions typically see 10–20% higher click-through rates.
If visitors can find what they need faster, conversions improve. Site Links reduce friction and let one ad handle multiple user intents.
Key takeaways
- Facebook Site Links display only in the Mobile Feed.
- Supported campaign objectives: Traffic, Engagement, Leads, Sales.
- Add Site Links manually for correct messaging.
- UTM parameters must be added manually — they are not inherited.
- Site Links must be enabled under Advantage+ Creative.
- For performance measurement, use Custom Conversions or GTM + GA4.
- 3–5 links usually perform best.
Where Facebook Site Links Are Available
Facebook (Meta) Site Links currently:
- Display only in the Facebook Mobile Feed
- Work with these campaign objectives:
- Traffic
- Engagement
- Leads
- Sales
They do not show on desktop or Instagram placements.
How to Add Site Links in Meta Ads Manager
- Open or create a campaign using one of the supported objectives.
- Go to the Ad Level.
- Scroll to Ad Setup.
- Find the Ad Sources section.
You will see two options:
| Option | Description | Recommendation |
|---|---|---|
| Automatic Site Links | Meta tries to detect relevant links from your website | Not ideal — low control |
| Manual Site Links | You manually define link titles and URLs | Recommended |
Manual entry ensures the links match your actual messaging and conversion path.
How Many Site Links to Add
Meta allows 3–20, but the optimal range is 3–5.
This keeps the ad clear and focused.
Examples to include:
- Pricing / Costs
- Bestselling products / key categories
- Support or Help Center
- Tutorials / blog articles
- About page or brand story
How to Track Facebook Site Link Clicks
This is important.
Facebook Site Links do NOT inherit your campaign’s UTM parameters.
Without manual tracking, you will not know which link users clicked.
Add a unique parameter to each link:
?fb_sitelink=pricing
?fb_sitelink=about
?fb_sitelink=collectionOr use numbers:
?fb_sitelink=1
?fb_sitelink=2
?fb_sitelink=3If you track performance in Analytics, add UTMs manually:
?fb_sitelink=1&utm_source=facebook&utm_medium=cpc&utm_campaign=spring_saleEnable Site Links in Advantage+ Creative
Even after you add the links, they won’t appear unless you enable them:
- Scroll to Advantage+ Creative
- Click Edit
- Turn on Add Site Links
If this toggle is off, Site Links will not be displayed in the ad preview or in live delivery.
Tracking Clicks in Meta Ads Reporting
To report on Site Link clicks directly in Ads Manager:
- Go to Custom Conversions
- Create a rule:
URL contains fb_sitelink
This gives you total Site Link clicks.
For individual link performance, create multiple conversions:
URL contains fb_sitelink=1
URL contains fb_sitelink=2
URL contains fb_sitelink=3
Then add these as custom columns in reporting.
Alternative: Tracking in Google Analytics 4 via GTM
If your analytics process is GA4-based, capture the fb_sitelink parameter in Google Tag Manager and trigger a custom event. This gives full user journey visibility across multiple sessions.
FAQ
No. Facebook Site Links currently show only in the mobile feed.
No. This feature does not extend to Instagram.
Make sure Add Site Links is enabled in the Advantage+ Creative section.
No. You must add UTM and tracking parameters manually.
Add a unique parameter to each URL (e.g., fb_sitelink=1) and use Custom Conversions or GTM triggers.
Maja is a Content Writer with Digital Marketing expertise, passionate about crafting compelling narratives. With a solid background in writing, critical analysis, and research, she excels at storytelling that drives engagement.
Leszek is the Digital Growth Manager at Feedink & Cropink, specializing in organic growth for eCommerce and SaaS companies. His background includes roles at Poland's largest accommodation portal and FT1000 companies, with his work featured in Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, and TechRepublic.
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