Paid social
UTM builder for LinkedIn ad campaigns.
LinkedIn Campaign Manager has no dynamic URL macros, so every campaign and creative needs its own tagged link. That makes a consistent convention more important, not less. Start from linkedin / paid-social, save it as a preset, and tag each sponsored post from the same pattern.
Your campaign URL
Enter a destination URL.
How EndFrame parses this
- utm_source
- utm_medium
- paid-social
- utm_campaign
- webinar-abm-q4
- utm_content
- single-image-v1
- utm_source_platform
- linkedin-ads
The LinkedIn Ads convention
What each parameter should say for LinkedIn Ads.
| Parameter | Value | Why |
|---|---|---|
| utm_source | Lowercase network name. GA4 recognizes linkedin as a social source when grouping channels. | |
| utm_medium | paid-social | Puts sponsored content in Paid Social. Organic company-page posts should use social instead. |
| utm_campaign | webinar-abm-q4 | Mirror the campaign name in Campaign Manager so the two dashboards line up. |
| utm_content | single-image-v1 | One value per creative. LinkedIn cannot fill this automatically, so version it by hand. |
Example tagged link
https://www.example.com/landing-page?utm_source=linkedin&utm_medium=paid-social&utm_campaign=webinar-abm-q4&utm_content=single-image-v1&utm_source_platform=linkedin-ads
What to know before you tag LinkedIn ads
No macros, so use presets
Unlike Google and Meta, LinkedIn will not substitute campaign or creative names into your URL. Save the convention as a preset in the builder and change only utm_campaign and utm_content per ad.
li_fat_id is appended automatically
When the Insight Tag is active, LinkedIn adds its own click identifier to the landing URL. It is fine alongside UTMs, and it is what powers LinkedIn's own conversion tracking.
Lead Gen Forms never hit your site
Lead Gen Form campaigns capture the lead inside LinkedIn, so no landing-page visit and no UTM ever fires. Attribute those leads through the form's campaign ID export instead.
Frequently asked
Does LinkedIn support dynamic UTM parameters?
No. LinkedIn Campaign Manager does not expand macros in destination URLs. Each creative needs its own tagged link, which is why saving a preset and only editing the campaign and content values is the practical workflow.
What utm_medium should LinkedIn ads use?
paid-social. GA4 groups a linkedin source with a paid-social medium into Paid Social. Using cpc would push the sessions into Paid Search, which misstates the channel.
How do I track LinkedIn Lead Gen Form leads?
Those leads are submitted inside LinkedIn, so UTMs never fire. Export leads with their campaign IDs from Campaign Manager, or connect the form to your CRM, and map the campaign there.
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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