Free UTM Builder for LinkedIn
LinkedIn traffic in GA4 appears as "Organic Social" for organic posts and "Paid Social" for sponsored content. LinkedIn is unique as a B2B platform, so utm_campaign names often reflect professional audience targeting (e.g., "executives-q1-2025" or "thought-leadership-series").
Organic LinkedIn
linkedinsocialPaid LinkedIn
linkedinpaid_socialWorked Examples
Build Your LinkedIn 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 LinkedIn
feedarticlecompany-pagepersonal-profilemessageeventnewsletterCommon Pitfalls
Using UTMs on internal navigation
Never add UTMs to links within your own website. Only use them on LinkedIn posts, articles, or ads that link to external campaigns.
Confusing personal vs company page traffic
Use utm_content to differentiate: "personal-profile" for posts from your personal account vs "company-page" for business page posts. This helps you understand which voice resonates more.
Not tracking LinkedIn Newsletter vs Feed posts
LinkedIn newsletters have different engagement. Use utm_content=newsletter for newsletter editions to measure their unique performance.
LinkedIn UTM FAQs
Should I track LinkedIn Articles differently from Feed posts?
Yes! Use utm_content=article for LinkedIn articles and utm_content=feed for regular posts. Articles often have longer engagement and different reader intent.
How do I track company page posts vs personal profile shares?
Use utm_content=company-page for business page posts and utm_content=personal-profile for posts from individual accounts. This shows which source builds more trust with your audience.
Can I use the same utm_campaign for organic and paid LinkedIn content?
Avoid it. GA4 will mix organic and paid traffic under one campaign name. Instead, use different campaigns (e.g., "webinar-q1-organic" vs "webinar-q1-paid") or rely on utm_medium to separate them.