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Step 4 · Measure and report

Social UTM Link Builder: tagged links for Organic and Paid Social

Tag links for each platform so Google Analytics shows them as Organic or Paid Social, one by one or in bulk.

For Instagram Facebook LinkedIn X YouTube Pinterest WhatsApp

How to use the Social UTM Link Builder

Read what the guide says

This is the Social UTM Link Builder.

Tag links for each platform so Google Analytics shows them as Organic or Paid Social,

one by one or in bulk.

Paste the page link,

pick the platform and whether it is an organic post or a paid ad,

and type a campaign name and a post or creative name. Or try the example.

Or press Try an example to fill in sample details.

Copy the tagged link,

read the checks and download the QR code if you need it in print. For many links,

switch to "Many links from a table" and paste rows from your spreadsheet.

Open "Naming rules and presets" to change the source names, the separator or the mediums,

and save them as a preset so the whole team tags links the same way.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.
  • Free to use
  • Runs in your browser
  • No sign-up

Runs in your browser.

The page on your website the post or ad sends people to.

Platform
Organic or paid

A boosted post counts as paid.

The offer, season or launch. Use the same name on every platform.

The post or creative name.

An audience or keyword, if you use one.

Naming rules and presets

Our suggested names are filled in. Change them to match what your team already uses, then save them as a preset on this device.

Between words

Values from Google Analytics' Organic Social rule.

Google's Paid Social rule needs one that starts with "paid", contains "cp", or is ppc or retargeting.

Source name for each platform

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How it works

  1. Paste the page link, pick the platform and whether it is an organic post or a paid ad, and type a campaign name and a post or creative name. Or try the example.

  2. Copy the tagged link, read the checks and download the QR code if you need it in print. For many links, switch to "Many links from a table" and paste rows from your spreadsheet.

  3. Open "Naming rules and presets" to change the source names, the separator or the mediums, and save them as a preset so the whole team tags links the same way.

About the Social UTM Link Builder

Paste the page link, choose the platform (Instagram, Facebook, LinkedIn, X, YouTube, WhatsApp, Pinterest or an email newsletter), say whether it is an organic post or a paid ad, and name the campaign and the post. You get the tagged link, with utm_source, utm_medium and utm_campaign set so Google Analytics groups the visit as Organic Social or Paid Social, checks for tags already in the link, capitals, spaces and # parts, a QR code, and the same link for the other traffic type. Build many links at once from a table, and save your own naming rules. It runs in your browser.

How Google Analytics sorts social visits

Google Analytics Help says a visit goes into Organic Social when its source is on Google's list of social sites or its medium is one of social, social-network, social-media, sm, social network or social media. Paid Social needs a source on that list and a medium that contains "cp", starts with "paid", or is ppc or retargeting. So organic links get utm_medium=social and paid links utm_medium=paid-social, and newsletter links utm_medium=email for the Email channel.

The checks

Google says tag values are case sensitive, so "Diwali" and "diwali" show as two campaigns, and advises lower case; missing values show as "(not set)". The tool turns capitals into lower case and spaces into hyphens, replaces UTM tags already in your link, removes click IDs copied from an earlier visit, puts the tags before any # part, and warns when a campaign name contains "shop", because Google's Shopping rule looks for that word. The source names and these clean-ups are our suggestion.

What this tool cannot do

It cannot see your Google Analytics account or confirm how a visit was grouped: check your Traffic acquisition report after the first visits. Google keeps the list of social sites in a spreadsheet the tool cannot read, so for paid links check that your source name is on it. It does not shorten links or post for you. For Google Ads and YouTube ads, use auto-tagging and the Google Ads URL Builder instead.

Frequently asked questions

What utm_medium should I use for social media posts?

For organic posts, use one of the values in Google Analytics' Organic Social rule: social, social-network, social-media or sm (the rule also lists "social network" and "social media" with a space). This tool uses social. For ads, Google's Paid Social rule needs a medium that starts with "paid", contains "cp", or is ppc or retargeting, together with a source on Google's list of social sites; the tool uses paid-social.

What are utm_content and utm_term for?

Google Analytics Help describes utm_content as the way to tell creatives apart, for example two calls to action in one email, and utm_term as the paid keyword. In this tool, Content is the post or creative name (reel-kaju-katli, story-ad-15-off), so you can compare posts in one campaign, and Term is optional, for an audience or keyword. utm_source, utm_medium and utm_campaign are the three Google says to always set.

Should I use capital letters in UTM tags?

No. Google says tag values are case sensitive, so utm_source=Instagram and utm_source=instagram show as two sources, and recommends lower case. This tool turns capitals into lower case and spaces into hyphens (or underscores, if you choose them), and removes symbols, so every link follows the same pattern.

How do I tag links for YouTube ads or Google Ads?

YouTube ads are bought in Google Ads, which can tag every click itself with auto-tagging. When a click has both the auto-tag and UTM tags, Google Analytics uses the auto-tagged source, medium and campaign. Use the Google Ads URL Builder for those links. This tool is for posts and for ads on Meta, LinkedIn, X and Pinterest.

Is my link or campaign data sent anywhere?

No. The links are built in your browser, and your presets and the last link you typed are saved only in this browser on this device. Nothing is sent to our server, to Google Analytics or to any social platform, and the tool does not sign in to your accounts.

Sources and checks

Rules last checked

The Social UTM Link Builder follows these official pages:

Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work

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