Free UTM Builder for Instagram
Instagram traffic can route to either "Organic Social" or "Organic Video" in GA4 depending on your utm_medium choice. For paid Instagram ads, use "paid_social" to group them correctly as "Paid Social". Using consistent utm_medium values across organic and paid helps maintain clean reporting.
Organic Instagram
instagramsocialPaid Instagram
instagrampaid_socialWorked Examples
Build Your Instagram UTM Link
Must start with http:// or https://
Automatically fills source and medium with opinionated defaults
Required Parameters
Where traffic comes from (e.g., instagram, facebook, newsletter)
How traffic arrives (e.g., social, paid_social, email, cpc)
Campaign identifier (e.g., spring-2025-promo, product-launch)
Naming Convention Rules
- •Use lowercase only (GA4 is case-sensitive)
- •Replace spaces with hyphens
- •Use consistent vocab across campaigns
- •Follow a schema: brand-yyq-campaign or prod-yyyymm-promo
- •Never include PII (personally identifiable information)
- •Keep it short and descriptive
GA4 Channel Preview
Fill in the required fields to see which GA4 channel your traffic will appear in.
Generated URL
Fill in the required fields to generate your UTM-tagged URL
Common utm_content Values for Instagram
reelsstoriesfeedbio-linkprofile-postcarouseligtvCommon Pitfalls
Mixing "social" and "paid_social" within the same campaign
If you're running both organic and paid content for the same campaign, keep them in separate utm_campaign values or use utm_content to differentiate. This prevents confusion in reports.
Using "video" as utm_medium for Instagram Reels
While utm_medium=video routes to "Organic Video" in GA4, this fragments Instagram reporting. Stick with "social" for all organic Instagram content unless you specifically want video-only tracking.
Case sensitivity and spaces
GA4 treats "Instagram", "instagram", and "INSTAGRAM" as different sources. Always use lowercase and replace spaces with hyphens to avoid duplicate rows.
Instagram UTM FAQs
Should I use utm_medium=video for Instagram Reels?
Generally no. While Reels are video content, using utm_medium=social keeps all Instagram traffic together in "Organic Social". Only use "video" if you want to specifically separate video performance from other Instagram content.
How do I track Instagram Bio link clicks vs post links?
Use utm_content to differentiate: utm_content=bio-link for links in your bio, and utm_content=stories or utm_content=reels for links in posts. This helps you see which placement drives more traffic.
What if I'm running both organic and paid Instagram campaigns?
Use utm_medium=social for organic posts and utm_medium=paid_social for ads. This automatically separates them into "Organic Social" and "Paid Social" channels in GA4, giving you clean attribution.