Organic social
UTM builder for Instagram bio and story links.
Instagram traffic without UTMs shows up as direct or as a generic l.instagram.com referral, and it gets mixed in with your paid placements. Tag the bio link, story link stickers, and any link-in-bio tool destination with the instagram / social convention and organic Instagram becomes its own row.
Your campaign URL
Enter a destination URL.
How EndFrame parses this
- utm_source
- utm_medium
- social
- utm_campaign
- bio-link
- utm_content
- profile
The organic Instagram convention
What each parameter should say for Instagram.
| Parameter | Value | Why |
|---|---|---|
| utm_source | The network name in lowercase. Do not reuse facebook here even though both are Meta properties. | |
| utm_medium | social | GA4 groups social, social-network, social-media, and sm into Organic Social. Never use paid-social for organic links. |
| utm_campaign | bio-link | Use a stable name for the evergreen bio link and a dated name for launches (launch-2026-09). |
| utm_content | profile | Tells you where the link lived: profile, story, reel, or a specific post. |
Example tagged link
https://www.example.com/landing-page?utm_source=instagram&utm_medium=social&utm_campaign=bio-link&utm_content=profile
Where Instagram links actually go wrong
The in-app browser strips referrers
Links opened inside Instagram's browser often arrive with no referrer, so analytics files them under Direct. UTMs survive that, which is why the bio link is the single most valuable link to tag.
Link-in-bio tools add a hop
If the bio points at a link aggregator, tag the destination links inside the tool, not the aggregator URL. Otherwise every click reports the aggregator as the source.
Keep paid and organic apart
Boosted posts and Ads Manager campaigns should use the Meta ads convention (facebook / paid-social). Mixing them under instagram / social hides the effect of the spend.
Frequently asked
Can I add UTM parameters to my Instagram bio link?
Yes. Instagram allows any URL in the bio, including one with a query string. Paste the tagged link from the builder directly into the Website field; the parameters are invisible to followers but carried on every click.
Why does my Instagram traffic show as direct?
Instagram's in-app browser frequently drops the HTTP referrer, so analytics tools have nothing to attribute the visit to and file it under Direct. Adding utm_source=instagram fixes that regardless of referrer.
Should organic Instagram use utm_medium=social or organic?
Use social. GA4's default channel grouping recognizes social, social-network, social-media, and sm as Organic Social; organic on its own is not a recognized medium and lands in Unassigned.
Build UTMs for another channel
The full parameter reference, naming-convention table, and custom parameter guide live on the main UTM builder page, and our UTM naming convention template covers how to roll one out across a team.
Free tools, free trial
UTMs are step one. Attribution is the payoff.
EndFrame reads these exact parameters and credits each server-side conversion to its campaign and source — so the campaigns you tag here report conversions, even when iOS and ad blockers hide the click.
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