UTM Builder
Enter the destination and the source, medium and campaign, and the tracking link builds itself. The two checkboxes keep every link lowercase and hyphenated, which is what stops Google Analytics from splitting "Instagram" and "instagram" into two rows.
Keep source and medium consistent across every link (always "instagram", never "IG" or "Instagram") or Google Analytics will split the same traffic into separate rows. Campaign names should describe the push, not the date.
UTM parameters explained
- utm_source: where the click came from: instagram, linkedin, newsletter.
- utm_medium: the channel type: social, paid-social, bio-link, story, email.
- utm_campaign: the push: spring-launch, black-friday, webinar-june.
- utm_content, which post or creative: carousel-v2, link-sticker.
- utm_term: paid search keyword; rarely used for social.
Naming rules that save you later
- Lowercase everything. GA4 is case-sensitive.
- Hyphens, not spaces or underscores.
- Source is the platform name; medium is the placement type. Do not swap them.
- Campaign describes the initiative, not the date: the date is in the report already.
- Keep a shared sheet of the values your team uses.
Frequently asked questions
Do UTM links work in an Instagram bio?
Yes. Use medium "bio-link" so bio traffic is separate from post and story traffic.
Do UTMs affect SEO?
No, as long as the destination page has a canonical tag (almost every site does).
Can I shorten the link?
Yes, any shortener keeps the parameters. Social by InstantDM can add UTMs to every scheduled link automatically.
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