LinkedIn strips tracking parameters from some auto-shared URLs and shortens long URLs in feeds, which means a sloppy UTM strategy on LinkedIn ends up looking like 'direct' traffic in your analytics. Separating organic posts, Sales Navigator outreach, sponsored content, and InMail-shared links is the whole game — without UTMs, you can't tell whether your LinkedIn ad spend is actually working.
Pick these defaults and lock them in — every LinkedIn link your team builds will stay consistent and roll up cleanly in reports.
https://yoursite.com/landing?utm_source=linkedin&utm_medium=social&utm_campaign=founder-post-2026q2https://yoursite.com/landing?utm_source=linkedin&utm_medium=cpc&utm_campaign=demand-gen-2026q2&utm_content=carousel-v1https://yoursite.com/landing?utm_source=linkedin&utm_medium=outbound&utm_campaign=sdr-q2https://yoursite.com/landing?utm_source=linkedin&utm_medium=newsletter&utm_campaign=weekly-2026-05Use `utm_source=linkedin` (lowercase, single word). Don't use 'LinkedIn', 'Linkedin', or 'linked-in' — Google Analytics treats these as separate sources and fragments your reports.
Use `utm_medium=social` for organic posts (personal posts, company page posts, comments) and `utm_medium=cpc` for sponsored content and LinkedIn Ads. For InMail or outbound DMs, `utm_medium=outbound` is cleaner.
LinkedIn preserves UTM parameters on links shared in posts, messages, and ads. It does shorten long URLs visually in feed previews, but the underlying URL still carries your UTM intact when the user clicks.
Build a unique UTM for the bio link (utm_source=linkedin, utm_medium=profile, utm_campaign=bio-2026q2). Update the utm_campaign each quarter so you can measure changes in profile-to-site traffic over time.
Yes — set a unique utm_content value per post (utm_content=post-launch-2026-05-19). The combination of utm_campaign + utm_content gives you per-post attribution in any analytics tool that respects UTM.
Free to try. No sign-up. Save to a dashboard when you're ready.