UTM Builder for LinkedIn and Meta ads

What each part of a UTM link means

utm_source

Where the visit came from: linkedin, or for Meta facebook (or fb, ig and so on when Meta fills it in).

utm_medium

The kind of traffic. paid-social tells Google Analytics 4 it's paid social, so it lands in its Paid Social channel.

utm_campaign

Your campaign's name. Keep it identical on every platform so you can compare them side by side.

utm_content

Which ad, or which version of it, for example the headline you're testing.

utm_term

Usually the audience: the ad set. Both platforms now use the same layers: a campaign holds ad sets (each with its own audience and budget), and each ad set holds ads.

Dynamic parameters

Both platforms can fill in some values themselves when someone clicks, for example the ad's name. That saves editing a link for every ad, and keeps reports right if you rename ads later. On Meta you paste a line into the ad's URL parameters box. On LinkedIn you paste a line into URL tracking parameters for the campaign, or in Account settings to cover every campaign.

Naming tips

• Use lower case and hyphens, with no spaces: spring-launch, not Spring Launch. This tool does that for you.
• Name ads the same way you name their files, so the ad name in your report matches the creative. The Ad Builder's downloads use campaign_platform_size.