{
  "$schema": "https://www.schemafirst.org/schemas/utm-source.schema.json",
  "id": "facebook",
  "registry_version": "0.1.0",
  "status": "draft",
  "display_name": "Facebook",
  "canonical_source": "facebook",
  "aliases": ["facebook.com", "fb", "m.facebook.com"],
  "category": "social",
  "contexts": {
    "organic": {
      "description": "Unpaid posts from Facebook pages, groups, or profiles.",
      "utm_medium": "social",
      "intended_google_channel": "Organic Social"
    },
    "paid": {
      "description": "Facebook ads purchased through Meta Ads.",
      "utm_medium": "paid_social",
      "intended_google_channel": "Paid Social"
    }
  },
  "notes": [
    "Facebook and Instagram are separate sources even when bought through the same Meta Ads account, following Google's guidance to use one distinct source per sub-platform."
  ],
  "provenance": {
    "canonical_source": "schemafirst_default",
    "contexts.organic.utm_medium": "google_defined",
    "contexts.paid.utm_medium": "schemafirst_default",
    "aliases": "schemafirst_default",
    "explanation": "Google's best practices give `fb` as an example source. SchemaFirst selects the unabbreviated `facebook` as canonical and registers `fb` as an alias."
  },
  "references": [
    "https://support.google.com/analytics/answer/9756891",
    "https://support.google.com/analytics/answer/10917952"
  ]
}