Free Tool
UTM Builder for Social Media Links
Tag the links you share on social media so Google Analytics and other tools know which network, campaign, and post sent each visit. Enter a URL, pick a source, and copy the tagged link. Values are lowercased and spaces become underscores, so one campaign never splits into several rows.
Updated
Quick Source
Tagged Link
Values are lowercased and spaces become underscores, so "Spring Sale" and "spring sale" land in the same campaign row.
Tag a LinkedIn Company Post
Select LinkedIn under Quick Source. For an organic company post, use linkedin as the source, social as the medium and november_launch as the campaign. Use company_post as the content value. For an employee post about the same launch, change only the content to employee_post.
For a sponsored LinkedIn post, set the medium to paid_social. Open Traffic acquisition in GA4 and select Session source / medium to compare those visits. Use the LinkedIn scheduling guide when the tagged link is ready to publish.
The Five UTM Parameters
| Parameter | What it records | Example |
|---|---|---|
utm_source | The site that sent the visit | |
utm_medium | The type of channel | social |
utm_campaign | The campaign or promotion | spring_sale |
utm_content | Which post or creative | carousel_slide_3 |
utm_term | A keyword (mostly for paid search) | optional |
UTM Values for LinkedIn, Instagram, TikTok, and Other Networks
| Network | utm_source | utm_medium | Where the tagged link goes |
|---|---|---|---|
| social (organic) or paid_social (Sponsored Content) | Post text, the first comment, or your company page website button | ||
| social | Bio link or a Story link sticker (caption links are not clickable) | ||
| TikTok | tiktok | social | Bio link, where your account has one |
| social | Post text or a link post | ||
| Threads | threads | social | Post text or your profile link |
| social | The destination link on each Pin | ||
| X | x | social | Post text or your profile link |
- Example LinkedIn link:
https://example.com/pricing?utm_source=linkedin&utm_medium=social&utm_campaign=q4_launch&utm_content=carousel_1. - Pick one spelling per network and keep it; "linkedin" and "linkedin.com" become two separate sources in your reports.
- Give every post in a campaign its own
utm_contentvalue so you can see which one drove the visit.
Naming Rules That Keep Reports Clean
- Use lowercase everywhere; analytics tools treat "Instagram" and "instagram" as different sources.
- Use one medium for organic social ("social") and a different one for paid ("paid_social").
- Use
utm_contentto tell apart posts in the same campaign. - Never tag internal links on your own site; it overwrites the original source.
Frequently Asked Questions
What should utm_medium be for social media?
Use "social" for organic posts and something like "paid_social" for ads, and keep it consistent. Google Analytics 4 uses the medium to group visits into channels.
How do I build a UTM link for LinkedIn?
Set utm_source to "linkedin", utm_medium to "social" for organic posts or "paid_social" for Sponsored Content, name the campaign in utm_campaign, and use utm_content to tell posts apart. Paste the tagged link into the post or the first comment.
Do UTM parameters affect SEO?
No, as long as your pages declare a canonical URL, which search engines use instead of the tagged link.
Can I track clicks without UTMs?
Markaestro Intelligence includes tracked short links that count clicks per post without storing personal data. See Intelligence.