LinkedIn UTM builder
Add UTM tags to the links you share on LinkedIn, so your reports show which post, profile link or ad brought people. The builder starts with linkedin as the source and social as the medium.
Free, no sign-up. Runs in your browser. Nothing you type or upload is sent to us or stored.
At a glance
- Organic Social in Google Analytics 4
- A source on GA's list of social sites, or a medium of social, social-network, social-media, sm, social network or social media
- Source: support.google.com, checked 2026-11
- Paid Social in Google Analytics 4
- A social source plus a medium matching cp, ppc, retargeting or anything starting with paid, such as paid_social
- Source: support.google.com, checked 2026-11
- Capital letters
- Values are case-sensitive: utm_source=linkedin and utm_source=LinkedIn are counted as two sources
- Source: support.google.com, checked 2026-11
- One source per platform
- Google's UTM advice is a single utm_source for each platform and a single utm_medium for each channel
- Source: support.google.com, checked 2026-11
- Missing tags
- Leaving out source, medium or campaign shows as (not set) in Google Analytics reports
- Source: support.google.com, checked 2026-11
See which link brought people to your page
Put your tagged links on a Liite page, or tag the link to your page itself. Liite's cookie-free analytics read UTM tags on every visit, so you can see which campaign sent people.
LinkedIn UTM builder: what to know
This page starts the UTM builder for this case. For every option and how to use it, see the UTM builder.
Posts, profile, Company Page and ads
Keep the source as linkedin everywhere, and use utm_content to say where on LinkedIn the link sat: company_page_post, personal_post, featured_section or about_section. Every click then adds up under one LinkedIn source, and you can still open each place on its own.
For LinkedIn ads, change the medium to paid_social. A social source with a paid medium goes to Paid Social in Google Analytics, so your ad spend doesn't mix with the free posts.
One campaign, many posts
Give a series of posts about one launch or event the same utm_campaign, and change utm_content for each post: day_one, speaker_video, last_call. Your Traffic acquisition report then shows the whole campaign in one row, and an exploration with Session manual ad content shows which post did best.
Questions
What source and medium should I use for LinkedIn?
utm_source=linkedin and utm_medium=social for posts and your profile, and utm_medium=paid_social for ads. Keep both lowercase so your reports don't split.
How do I track my LinkedIn profile link separately from my posts?
Use the same source and medium, and set utm_content to something like featured_section for the profile link and personal_post for the post. Google Analytics shows the value in the Session manual ad content dimension.
Do I need tags if Google Analytics already knows LinkedIn?
Google Analytics may already count a click from linkedin.com as social, using its list of social sites. Tags add what it can't know: the campaign, the post or profile link, and whether the click came from an ad.