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
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 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.