FB UTM Parameters:
utm_source=paidsocial&utm_medium={{site_source_name}}-{{placement}}&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&utm_term={{ad.name}}&ad_id={{ad.id}}
Google Ads Account Settings Tracking Template:
{lpurl}?utm_source=google&utm_medium={ifsearch:cpc}{ifcontent:display}&utm_id={campaignid}&utm_content={adgroupid}&utm_term={keyword}&creativeId={creative}&adgroupid={adgroupid}&targetid={targetid}&gclid={gclid}