This guide covers both, using one running example: a LinkedIn campaign promoting a webinar. If you need a refresher on what each tag records, start with our guide to UTM parameters.

The values to use for LinkedIn links

Use the same source for every LinkedIn link and change the medium depending on whether the link is paid or organic. The table below covers the common link types for the webinar campaign.

The medium is what decides the channel. GA4 sorts utm_medium=paid_social into its Paid Social channel and utm_medium=social into Organic Social, so the two stay apart in every channel report while the shared campaign name keeps the whole webinar effort together. These values follow the same UTM naming convention we use for every channel.

Keep utm_content values short and descriptive, and agree them before the campaign starts. If three people post the same webinar from their own profiles, decide in advance whether each gets their own value or whether they share employee-post.

LinkedIn Lead Gen Forms work differently. The visitor fills in the form without leaving LinkedIn, so no visit reaches your site and no UTM values are recorded. Report on those leads from Campaign Manager or your CRM instead.

How to add UTM parameters to LinkedIn ads

Campaign Manager has a setting called URL tracking parameters that adds UTM tags to the destination link of every ad it applies to. You set it once instead of building a tagged link for each ad.

1. Open Campaign Manager and select the ad account.

2. Open the level where you want to set the parameters. Depending on your account, this can be the ad account or an individual ad set.

3. Find the URL tracking parameters setting.

4. Add each parameter as a key and a value: utm_source as the key and linkedin as the value, then utm_medium and paid_social, then utm_campaign and the campaign name.

5. Save the setting.

6. Open an ad preview and check the final link, with all the tags attached.

LinkedIn's developer documentation, last updated on 17 August 2026, says tracking parameters can be set on an ad set or on the whole ad account. The documentation still uses the old name, campaign, for an ad set. Parameters set on an ad set apply to every ad in it, including ads you add later.

Values you type in yourself, such as utm_content=video-ad-a, are static: every ad the setting covers receives exactly that value. Static values are simple and readable, which suits small campaigns where you can set them ad by ad. If several people manage the account, set the parameters at the highest level available so new ad sets pick them up without anyone remembering, and note in your naming convention which level holds them.

According to LinkedIn's developer documentation on dynamic UTM tracking, LinkedIn keeps any UTM tags that are already on the destination link, and each parameter name can appear only once. Changing URL tracking parameters does not send your ads back for review, so you can fix a tag without pausing a campaign. The same documentation notes that URL tracking parameters do not apply to Conversation Ads or Message Ads, so tag those links by hand.

We built our free UTM builder to keep our own campaign links consistent, including the ones we tag by hand, then made it public for other marketers.

Dynamic values and LinkedIn's 2025 naming change

Dynamic values fill themselves in from Campaign Manager. Instead of typing a campaign name, you choose a value such as the campaign name or ID, and LinkedIn inserts the right one for each ad. When you duplicate a campaign, the copy picks up its own name automatically instead of carrying the old campaign's tags, which removes a frequent source of mixed-up LinkedIn data.

LinkedIn's developer documentation lists dynamic values for the account, the campaign group, the campaign and the creative, each available by name and by ID. In October 2025, LinkedIn began renaming these levels in Campaign Manager: campaign groups became campaigns and campaigns became ad sets, while creatives are shown as ads. Older guides use the old names, so check which names the dynamic value picker shows in your account today and use those.

In the documentation, the name values are written as ACCOUNT_NAME, CAMPAIGN_GROUP_NAME, CAMPAIGN_NAME and CREATIVE_NAME, and each has an ID version, such as CAMPAIGN_ID.

One warning before you switch to dynamic names. A dynamic name value inserts the name exactly as it is typed in Campaign Manager, capitals and spaces included. A campaign called "Webinar B2B Analytics Nov" arrives in GA4 as Webinar%20B2B%20Analytics%20Nov. Either name your campaigns in Campaign Manager to match your convention, such as webinar-b2b-analytics-2026-11, or use the ID values and keep a sheet that matches each ID to its campaign. The sheet can be simple: one column for the ID LinkedIn inserts and one for the campaign name in your convention. Data Studio can join the two, so your reports show readable names while the links carry the IDs.

How to tag organic LinkedIn posts

Organic posts get no automatic tags, so build each link yourself with the values from the table above before you post it.

On your company page, use utm_medium=social and a utm_content value that names the placement, such as company-page-post. If you post the same webinar several times, add a short label for each post, such as company-page-post-1 and company-page-post-2, so you can see which one worked.

Posts from employees and executives can bring as much traffic as the company page, or more. Give each person their own utm_content value, such as ceo-post or the person's first name, if you want to compare them. Send them the finished link rather than asking them to tag it, so the values stay consistent.

LinkedIn newsletters and direct messages follow the same pattern: utm_medium=social, with newsletter or message as the content value. For newsletters, add the issue number if you want to compare issues. If you create a LinkedIn Event for the webinar, tag the registration link on the event page too, with utm_content=event-page, so you can see how many registrations the event page itself brought.

Boosted posts need care. When you boost an existing organic post, the link in it already carries your organic tags.

Campaign Manager's URL tracking parameters may not be added when you boost an existing post, so check before you rely on them: click the boosted ad's link and see which tags arrive in GA4's Realtime report.

If the boosted post keeps its organic tags, its paid clicks are recorded as organic social. When you know in advance that you will boost a post, publish it with its own paid link, using utm_medium=paid_social, so the paid traffic is counted where it belongs.

What LinkedIn adds to your links on its own

The li_fat_id parameter

LinkedIn adds li_fat_id to the landing page address when someone clicks an ad and enhanced conversion tracking is switched on in the Insight Tag. It is LinkedIn's own click identifier, not a UTM parameter, and LinkedIn uses it to connect a click with later conversions, as described in its developer documentation on first-party cookies. Leave it alone. Do not strip it from your links or rewrite it. If your site removes unknown parameters from addresses, for example in a redirect, make sure li_fat_id and your UTM tags both survive it.

Shortened links in posts

LinkedIn can shorten long links in posts to lnkd.in addresses.

Click the shortened link in your published post and confirm in GA4's Realtime report that the tags arrive before you rely on them. For ads, LinkedIn's developer documentation says URL tracking parameters are added to shortened links before the ad is shown.

Check your LinkedIn links before launch

Paste every link into a UTM checker before it goes live, to catch typos, capital letters and values GA4 will not recognise. Then click one ad preview and one organic post link yourself and confirm that the webinar campaign appears in GA4's Realtime report within a minute or two. Check the landing page on a phone as well as a desktop, because the LinkedIn app opens links in its own browser. Five minutes of checking saves a campaign's worth of data that cannot be repaired afterwards.

Where to see your LinkedIn campaign results

In GA4, open Reports, Acquisition, Traffic acquisition, set the primary dimension to Session campaign and add Session source / medium. Add Session manual ad content as well if you want one row per ad or post. The webinar campaign appears with linkedin / paid_social and linkedin / social as separate rows. Our guide to the GA4 UTM report covers the full setup. Paid and organic traffic often behave differently once they arrive, so compare the two rows on engaged sessions and key events as well as on volume.

LinkedIn is where B2B teams pay to reach specific companies, so the question after the GA4 report is whether the campaign reached the right ones. Leadfeeder Web Insights shows, for each campaign, how many companies came and how many fit your ideal customer profile, as part of your B2B website analytics. On paid plans from Discover up, Web Insights also has a LinkedIn Ads report. Agencies running LinkedIn campaigns for clients can use the same view to show whether the budget reached the client's target companies. Tag the campaign, then open the Campaigns report after a week.