UTM builder
LinkedIn Ads UTM Builder
Build campaign-ready URLs with a macro toggle, clean encoding, and GA4-friendly naming. Keep consistency across teams and channels.
Build your tracking URL
We encode parameters and keep GA4-friendly naming. Macros live in the right column.
Keep it normalized: paid_social. Avoid free text like “boosted”.
Your URL
We always URL-encode parameters. Copy and drop into your ads manager.
Platform & macros
Switch platform and toggle macros.
Macros
Insert platform tokens into UTMs.
Macros & sample values
Click a macro to inject at your cursor in the focused field.
GA4-friendly defaults
- • Medium: paid_social
- • Source: linkedin
- • Keep casing lowercase and snake_case for consistency.
- • Use `utm_content` for creative/macros; `utm_term` for keyword or audience.
Official Platform Documentation
Frequently Asked Questions
What are LinkedIn Ads tracking macros?
LinkedIn Campaign Manager provides dynamic macros like {campaign_id}, {creative_id}, and {ad_format} that automatically populate with campaign data when prospects click your ads. These ensure accurate B2B attribution in GA4 without manual tracking for every LinkedIn campaign, especially critical for ABM (account-based marketing) initiatives.
Why is {ad_format} important for LinkedIn campaigns?
{ad_format} captures the creative type (e.g., "sponsored_content", "text_ad", "video_ad", "message_ad"). In B2B marketing, different formats perform differently by buyer persona and funnel stage. By passing {ad_format} to utm_content, you can analyze in GA4 which ad formats drive the most MQLs and pipeline, optimizing your creative strategy.
Should I use li_fat_id or manual UTM parameters with LinkedIn?
LinkedIn automatically appends li_fat_id (LinkedIn First-Party Ad Tracking) to track conversions. Similar to other platform click IDs, mixing li_fat_id with manual UTM parameters can cause attribution conflicts in GA4. Best practice: Keep li_fat_id for LinkedIn Insight Tag conversion tracking, and add manual UTM parameters with macros for proper GA4 channel grouping (utm_source=linkedin, utm_medium=cpc or paidsocial).
How do LinkedIn macros help with ABM tracking?
For account-based marketing, you can combine LinkedIn macros with campaign naming conventions to track engagement by target account list. Use {campaign_name} to include account tier or vertical (e.g., "Enterprise_Tech_Q4"), and analyze GA4 conversions by these segments. This helps prove LinkedIn ROI for specific account tiers critical to B2B sales cycles.
What's the recommended UTM structure for LinkedIn Sponsored Content?
For LinkedIn Sponsored Content: utm_source=linkedin, utm_medium=cpc (or paidsocial), utm_campaign={campaign_id}, utm_content={ad_format}_{creative_id}. This structure ensures GA4 classifies traffic as Paid Social, while giving you granular visibility into which campaigns and creative formats drive conversions in your B2B funnel.
What happens if I don't use LinkedIn macros?
Without macros, you must manually create unique UTM parameters for every LinkedIn campaign and creative variant—impractical for B2B marketers running dozens of ABM campaigns simultaneously. You'll lose the ability to attribute leads to specific campaigns, ad formats, or creatives in GA4, making it impossible to optimize LinkedIn ad spend based on actual pipeline contribution.
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