Free UTM Builder for Threads
Threads (Meta's text-first platform) routes to "Organic Social" for organic posts. As a newer platform, best practices are still emerging, but consistent utm_source=threads helps you track its performance separately from Instagram and Facebook. Threads emphasizes conversational content, so utm_content often reflects thread structure or reply context.
Organic Threads
threadssocialPaid Threads
threadspaid_socialWorked Examples
Build Your Threads UTM Link
Common utm_content Values for Threads
postthreadreplyprofile-linktext-attachmentCommon Pitfalls
Confusing Threads with Instagram
Threads is a separate platform from Instagram despite being from Meta. Always use utm_source=threads (not "instagram") to accurately track where traffic originates.
Using utm_term for organic content
utm_term is meant for paid search keywords or A/B test variants. For Threads organic posts, use utm_content to differentiate content types like "thread" vs "single-post".
Not tracking thread length or engagement type
Long threads vs short threads have different engagement. Use utm_content to note: "long-thread", "short-thread", or "reply" to understand what performs best.
Threads UTM FAQs
Is Threads traffic separate from Instagram in GA4?
Yes, but only if you use utm_source=threads. Without UTMs, Threads may show as generic referral traffic. Always tag Threads links to keep the data clean.
How do I track Threads threads vs single posts?
Use utm_content=thread for multi-post threads and utm_content=post for single posts. Threads (the platform) encourages threaded conversations, so this helps you measure engagement differences.
Can I use the same campaign name for Threads and Instagram?
Technically yes, but you'll mix traffic from two platforms under one campaign. Better practice: use different campaigns (e.g., "launch-threads-q1" vs "launch-instagram-q1") or rely on utm_source to separate them.