What are the UTM parameters for LinkedIn ads?

UTM parameters are an essential tool for tracking and optimizing LinkedIn ads. UTM stands for Urchin Tracking Module, named after the web analytics company that first popularized the technique. By adding UTM parameters to LinkedIn ad links, marketers can identify traffic sources, see which campaigns are driving conversions, and understand campaign ROI.

What are UTM parameters?

UTM parameters are additional tags appended to the end of URLs that allow you to track traffic sources and campaigns. Each UTM parameter relays specific information about the link click:

• utm_source – Identifies which site sent the traffic (e.g. Google, Facebook, LinkedIn)
• utm_medium – Shows what kind of link was clicked (e.g. CPC ad, email, social media)
• utm_campaign – The name of the specific campaign, promo, or initiative

So a LinkedIn ad URL with UTM parameters would look something like this:

https://www.example.com/?utm_source=linkedin&utm_medium=cpc&utm_campaign=summer_sale

The source, medium and campaign data gets passed along with each converted lead or customer so you can segment your analytics reporting.

Why use UTM parameters for LinkedIn ads?

There are a few key reasons why adding UTM parameters to your LinkedIn ads is a best practice:

• Identify high performing campaigns – See which specific ads, campaigns and initiatives are driving the most conversions
• Optimize based on channel – Evaluate whether LinkedIn ads outperform other channels like Facebook or Google
• Uncover ROI – Calculate return on ad spend (ROAS) at a granular level
• Fix attribution – Ensure conversions driven by LinkedIn ads are properly credited vs organic social
• Customize remarketing – Create targeted remarketing lists in other channels based on UTM data

In short, UTM tracking provides the insights you need to double down on what’s working and fix what’s not.

Essential UTM parameters for LinkedIn ads

While you can add various UTM tags as needed, there are 3 core parameters every LinkedIn ad should include:

utm_source=linkedin

This indicates the traffic came directly from LinkedIn. You’ll want to use “linkedin” even for Sponsored InMail and other formats served directly in the LinkedIn platform. Using the specific network name ensures your analytics platform recognizes this as paid social traffic.

utm_medium=cpc, cpm, cpa, etc

The utm_medium indicates ad type and pricing model. For standard LinkedIn text ads, use cpc (cost-per-click). For Sponsored InMail or Sponsored Content use cpm (cost-per-impression). And for LinkedIn Conversion Tracking use cpa (cost-per-action).

utm_campaign=campaign_name

Insert a descriptive name for each specific campaign or initiative you run. For example, include the campaign objective like “lead_gen” or “coupon” along with the date range like “oct_promo”.

Best practices for LinkedIn UTM tracking

To get the most out of UTM tracking for LinkedIn, keep these best practices in mind:

• Be consistent – Use the same format and capitalization for UTM parameters across campaigns
• Keep it simple – No need for complex alphanumeric codes or nested UTMs
• Use dashes not underscores – LinkedIn strips underscores from URLs
• Monitor UTMs – Check tracking reports regularly to identify issues
• Update periodically – Refresh campaign names every quarter or so

With the right tracking parameters in place, you’ll be able to analyze LinkedIn ad performance like a pro.

Step-by-step guide to adding UTM parameters to LinkedIn ads

Want to start using UTMs for your LinkedIn ads? Here is a simple 6-step process:

1. Log into LinkedIn Campaign Manager
2. Open the campaign and ad you want to tag
3. Click on the ad URL and select “Append tracking code”
4. Select “Custom campaign parameters” and click “Apply”
5. Enter your desired UTM tags (see recommendations above)
6. Confirm changes and launch your ad

You’ll immediately start collecting campaign performance data segmented by source, medium and name. Make sure to enable UTM tracking for both new and existing campaigns.

How to set up LinkedIn UTM tracking in Google Analytics

To analyze UTM data, you’ll need a web analytics platform like Google Analytics. Here are the steps to follow:

1. Sign into your Google Analytics account
2. Under Admin section, navigate to Tracking Info > Campaigns
3. Under Campaign Source, add “linkedin”
4. Under Campaign Medium, add formats like “cpc”, “cpm”
5. Under Campaign Name, add current campaign names
6. Check the box next to “Allow Anchor Tagging” at bottom
7. Click Save to apply changes

Now when users visit from a LinkedIn ad, the visits and conversions will be tagged with the UTM parameters you specified. No additional coding or implementation required.

What to analyze with LinkedIn UTM tracking

Once your UTMs are implemented, what should you analyze to optimize your LinkedIn ads? Key metrics to review include:

Campaign Source / Medium

Check that LinkedIn campaigns are driving significant traffic and conversions versus other channels.

Campaign Name

See which specific promos, offers and initiatives are working best within LinkedIn.

CTR

Clickthrough rate – Calculate for each campaign and ad creative.

CPC

What is the average cost-per-click for each campaign?

CPA

For conversion campaigns, what is the cost per conversion?

ROAS

Return on ad spend takes CPA and divides by conversion value.

Analyzing UTM reports frequently can reveal optimization opportunities as well as high performing ads worth scaling up.

Creative ways to leverage LinkedIn’s UTM tracking

Beyond the basics, here are some creative ways to make the most of UTM tracking for LinkedIn ads:

• A/B test ad variations – Test different creatives, offers and messaging
• Landing page testing – See which pages convert best for LinkedIn traffic
• Audience segmentation – Build targeted prospect lists based on UTM data
• Cross-channel attribution – Assign credit between LinkedIn & other channels driving conversions
• Analyze engagement – Track CTRs on website content LinkedIn visitors consume
• Custom remarketing – Create tailored LinkedIn remarketing campaigns based on prior conversion activity

Advanced integrations with marketing automation platforms like Marketo can unlock even more possibilities.

Common challenges and troubleshooting

While UTM tracking is very useful, there are a few common challenges to be aware of:

• Data discrepancies – LinkedIn vs analytics platforms may differ due to attribution logic
• Stripped parameters – LinkedIn removes unknown parameters which can cause issues
• Blocked by IE – Older versions of Internet Explorer may strip UTM codes
• URL character limits – Long URLs may result in UTMs being cut off
• Redirects – Redirect chains can lose UTM parameters

Test your tracking process thoroughly and check campaign reports to catch any issues early. Also ensure your analytics platform is correctly configured and updating UTM data in real time.

Conclusion

Adding UTM parameters provides invaluable data and insights for LinkedIn ad campaigns. By tracking source, medium and campaign name, marketers can optimize performance, attribute conversions accurately and build hyper-targeted remarketing lists. Just be sure to follow best practices in structuring UTMs and thoroughly test the implementation. Configured properly, UTM tracking takes LinkedIn PPC strategy to the next level.