LinkedIn UTM Builder
Separate LinkedIn paid campaigns from organic posts and compare performance by audience. Pre-seeded for LinkedIn with audience-level tagging for B2B reporting.
1 · Destination
2 · Required tags
e.g. spring-launch, black-friday, ebook-download
3 · Optional tags
Result
149 charshttps://slugy.co/pricing?utm_source=linkedin&utm_medium=paid_social&utm_campaign=demand-gen-q4&utm_term=job-title-managers&utm_content=single-image-aLong links look spammy in public. Shorten with Slugy to keep the tags but hide the clutter.
01
Paste & pick
Drop in any URL, then tap a preset or type your own tags.
02
Validated live
Missing tags, uppercase and spaces are flagged before you copy.
03
Copy & measure
Paste into ads or email — attribution flows straight into GA4.
Platform guides: Google Ads · Meta Ads · TikTok · LinkedIn
UTM cheat sheet
The five tags GA4 understands — and what to put in each.
| Parameter | Means | Example |
|---|---|---|
| utm_source | Where traffic comes from | newsletter · google · linkedin |
| utm_medium | How it reaches you | email · cpc · social · qr |
| utm_campaign | Which campaign | spring-launch · black-friday |
| utm_term | Paid keyword / audience | url-shortener |
| utm_content | Variant / placement | header-cta · ad-variant-b |
FAQ
UTM questions
LinkedIn UTM conventions
What to put in each parameter for this platform.
| Parameter | Value | Why |
|---|---|---|
| utm_source | Keeps every LinkedIn touchpoint in one row. Use `linkedin-ads` if you want paid isolated at the source level instead of the medium. | |
| utm_medium | paid_social | The cleanest split between paid campaigns and organic company-page posts (use `social` for organic). |
| utm_campaign | demand-gen-q4 | Mirror the Campaign Manager campaign name for reconciliation. |
| utm_term | job-title-managers | B2B targeting is the differentiator on LinkedIn — encode the audience so you can compare job titles, industries or seniorities. |
| utm_content | single-image-a | Distinguish ad formats and creatives (single image, document ad, video) within one campaign. |
LinkedIn campaign URL examples
Demand gen, job-title targeting
https://example.com/demo?utm_source=linkedin&utm_medium=paid_social&utm_campaign=demand-gen-q4&utm_term=job-title-managers&utm_content=single-image-aOrganic company page post
https://example.com/blog/link-tracking?utm_source=linkedin&utm_medium=social&utm_campaign=content-comms&utm_content=document-adLinkedIn tracking notes
Organic company posts need a different medium
If your team posts and also runs ads, tag organic posts with `social` and ads with `paid_social`. Otherwise every LinkedIn session looks paid and your organic reach reporting disappears.
li_fat_id vs UTMs
LinkedIn's conversion tracking appends li_fat_id for its own attribution. It is a click identifier, not a campaign label — GA4 still needs utm_source, utm_medium and utm_campaign to build campaign rows.
Document ads and Lead Gen Forms
Lead Gen Forms do not send users to your site, so UTMs never fire for those leads. Tag the thank-you or follow-up destination instead if you route converters to your own URL.