How to use UTM parameters for Social Media Measurement.

In the last article, Krishna talked in detail about the UTM Parameters Social Media and its uses. Although, to give a more clear picture and better idea about using UTM parameters for Social Media, I am writing this article here.

UTM Parameters Social Media:

UTM parameters have 3 parts as SOURCE, MEDIUM, and CAMPAIGN.  To understand them well, I would like to suggest a hierarchy as Campaign is the largest set, Source is the subset and Medium are the smallest particle of UTM Parameters for Social Media .

To give an example, in normal cases of UTM configuration for clients, I keep below structure:

Campaign – SocialMedia.

Source – ChannelName.

Medium – Description (like Post Content, Profile Links etc)


Understanding How UTM tags works for Social Media:

UTM tags are added after website URL to be tracked. Simply add a backslash (/) followed by questions mark (?) as /?.

Anything added after /? is NOT read by the browser, and it always displays the same web page. Although the tags are pretty much read by Google Analytics.

Typical structure is as follows:

For your social media usages, you can use some sample URL as below by replacing your website links.

Facebook :

  1. Post content –
  2. ProfileLinks –
  3. Adverts –


Twitter :

  1.  Tweets content –
  2. Pinned Tweet –
  3. Bio links –


Google plus

  1. Post content –
  2. About –
  3. Communities –



  1. Description –
  1. Annotations –



  1. Banner –
  1. Text links –
  1. Call to action button –


LinkedIn : –

  1. Post content –
  1. Group promotion –
  1. Ads –



  1. Bio –
  2. Pin description –
  3. Pins –


While using the URL, you can simply replace your website and UTM links are ready to use. Or you can create them using URL tool builder. Please let me know if you have questions, I would love to answer them.


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