UTM Builder

Platform page

UTM Builder for LinkedIn

Create GA4-compatible campaign tracking URLs for LinkedIn using practical source, medium, campaign, and content values.

Generate UTM URLView ExamplesLearn GA4 Tracking

LinkedIn-specific tracking guidance

Track LinkedIn organic posts, sponsored content, newsletters, and lead generation campaigns. LinkedIn traffic can be difficult to compare when campaign names, ad placements, or organic links use inconsistent labels. A dedicated UTM structure helps teams understand how this traffic performs in GA4 and how it compares with other channels.

GA4 sees this traffic through the UTM values attached to the landing URL. For this page, the recommended starting point is source linkedin and medium social. That pairing keeps reports readable and makes it easier to compare this traffic against email, paid search, social, affiliate, QR, and referral campaigns.

The goal is not to create a different naming system for every page. The goal is to document practical defaults, show examples, and connect the page to the wider campaign tracking workflow. Use this page when planning campaign URLs, briefing team members, or auditing whether existing links follow a reliable pattern.

Recommended UTM structure

Source

utm_source=linkedin

Medium

utm_medium=social

Campaign

utm_campaign=b2b_webinar

Content

utm_content=sponsored_post

Example URLs

https://example.com/?utm_source=linkedin&utm_medium=social&utm_campaign=b2b_webinar&utm_content=sponsored_post

https://example.com/?utm_source=linkedin&utm_medium=social&utm_campaign=b2b_webinar&utm_content=footer_link

https://example.com/?utm_source=linkedin&utm_medium=social&utm_campaign=product_launch&utm_content=sponsored_post

Best practices

Use content values to separate sponsored posts, employee links, and newsletter placements.
Keep source and medium lowercase so reports do not split traffic into duplicate rows.
Use campaign values for the initiative, not every tiny placement detail.
Use content values for ad-level tracking, creative variants, placements, or page locations.

Common mistakes

Not separating employee advocacy from sponsored campaigns.

Other common mistakes include uppercase values, spaces in campaign names, inconsistent separators, missing campaign names, and using one broad campaign label for every placement. Validate links before launch and keep a shared naming document for future campaigns.

FAQ

What source should I use for LinkedIn?

Use linkedin as a practical starting point when you want reports to identify LinkedIn traffic clearly.

What medium should I use for LinkedIn?

Use social when it matches the channel type. Keep medium values consistent across similar campaigns.

Does GA4 support LinkedIn UTM links?

Yes. GA4 can read UTM source, medium, campaign, content, and term values from tagged landing URLs.

Should UTM values be lowercase?

Yes. Lowercase values reduce fragmented reports and make campaign data easier to compare.