How do I add UTM parameters to LinkedIn ads?

In Campaign Manager, add URL tracking parameters to the ad account or to an ad set for tags that should fill in by themselves, or to a single ad for fixed tags. LinkedIn adds them to the end of the ad's destination URL and keeps any tags already in that URL.

What dynamic UTM parameters does LinkedIn support?

Eight, written in capitals inside double curly braces: {{ACCOUNT_ID}}, {{ACCOUNT_NAME}}, {{CAMPAIGN_ID}}, {{CAMPAIGN_NAME}}, {{AD_SET_ID}}, {{AD_SET_NAME}}, {{AD_ID}} and {{AD_NAME}}. These are the names LinkedIn uses since October 2025. They can be set at the account or ad set level, not on a single ad.

Why did my LinkedIn campaign name parameter change?

In October 2025 LinkedIn renamed campaign groups to campaigns, campaigns to ad sets, and creatives to ads, and renamed the dynamic parameters to match. So {{CAMPAIGN_NAME}} now means the campaign that used to be called a campaign group. Existing ad sets were switched to the new names by LinkedIn; new or edited ad sets must use them.

What utm_source and utm_medium should I use for LinkedIn ads?

utm_source=linkedin and utm_medium=paid_social. linkedin is on GA4's list of social sites and paid_social reads as paid, so the visits land in Paid Social. Keep both lowercase: GA4 counts LinkedIn and linkedin as two sources.

How do I install the LinkedIn Insight Tag?

In Campaign Manager, click Measure, then Signals manager, then Insight Tag, and choose to install the tag yourself or with a tag manager. Paste the code on every page of your site, ideally just before the closing body tag in the site-wide footer.

How do I check the LinkedIn Insight Tag is working?

Visit a page of your site that has the tag, then check the tag's source status in Signals manager. LinkedIn says it can take from a few minutes to 24 hours to verify. Unverified means LinkedIn has not received a signal from the tag yet.

Guide

LinkedIn ads UTM parameters: set them once, track every ad

In LinkedIn Campaign Manager you add UTM tags as URL tracking parameters, on the ad account or on an ad set, and LinkedIn adds them to every ad's link. Use its dynamic parameters, like {{AD_NAME}}, and LinkedIn fills in the names for you. Since October 2025 those parameters have new names.

URL tracking parameters you can copy

utm_source=linkedin&utm_medium=paid_social&utm_campaign={{CAMPAIGN_NAME}}&utm_term={{AD_SET_NAME}}&utm_content={{AD_NAME}}&utm_id={{CAMPAIGN_ID}}

Add it to the ad account, or to each ad set. linkedin with paid_social lands in GA4's Paid Social channel. Dynamic parameters go in capitals with two curly braces on each side.

Check your parameters before launch, free

LinkedIn's dynamic parameters, old and new names

In October 2025 LinkedIn renamed its levels to match other ad platforms: campaign groups became campaigns, campaigns became ad sets, and creatives became ads. The dynamic parameters were renamed to match.

Level now	Parameter now	Before Oct 2025
Ad account	`{{ACCOUNT_NAME}}`, `{{ACCOUNT_ID}}`	Same
Campaign	`{{CAMPAIGN_NAME}}`, `{{CAMPAIGN_ID}}`	`{{CAMPAIGN_GROUP_NAME}}`, `{{CAMPAIGN_GROUP_ID}}`
Ad set	`{{AD_SET_NAME}}`, `{{AD_SET_ID}}`	`{{CAMPAIGN_NAME}}`, `{{CAMPAIGN_ID}}`
Ad	`{{AD_NAME}}`, `{{AD_ID}}`	`{{CREATIVE_NAME}}`, `{{CREATIVE_ID}}`

Watch {{CAMPAIGN_NAME}}: it used to fill in the level that is now the ad set, and now fills in the level above. LinkedIn says it switched existing ad sets to the new parameters for you, and that new or edited ad sets must use the new names. Templates copied from an older guide or a teammate's notes still use the old ones.

How to add URL tracking parameters

In Campaign Manager, create or open an ad set.
In the ad set's menu on the left, click URL parameters.
Under URL tracking parameters, paste the template into Ad set tracking parameters. To use it on every ad set, click Add account level parameters instead.

LinkedIn's help page sets out where each kind can go:

	Static (fixed values)	Dynamic (filled in by LinkedIn)
Where	Ad account, ad set or a single ad	Ad account or ad set
How	Type the key and value with an `=` between, like `utm_source=linkedin`	Pick a parameter from LinkedIn's list; it goes in capitals in double curly braces

They add up. LinkedIn combines the account, ad set and ad parameters, and keeps any parameters already in the ad's destination URL. Set each tag at one level only, so it never appears twice in a link.
Allowed characters. Keys take letters, numbers and _. Values also take + and -. Spaces, ?, #, % and brackets aren't allowed.
Lowercase, even though LinkedIn allows capitals. LinkedIn's own examples include UTM_SOURCE=LINKEDIN, but GA4 treats LinkedIn and linkedin as two sources.
No new review. LinkedIn's developer docs say changing an ad set's tracking parameters applies them to all its ads without sending the ads back to review. The same docs say Conversation Ads and Message Ads don't support them.

The names LinkedIn fills in go into your reports exactly as typed in Campaign Manager, so name campaigns, ad sets and ads the same way on every platform. The UTM source vs medium guide explains what each tag is for, and the Meta ads URL parameters guide has the same template for Meta, TikTok and others.

UTM tags and the Insight Tag do different jobs

UTM tags tell your analytics, like GA4, which ad sent each visit. The LinkedIn Insight Tag is a piece of code on your site that reports visits and conversions back to LinkedIn, for conversion tracking and retargeting in Campaign Manager. Most advertisers need both.

In Campaign Manager, click Measure, then Signals manager, then Insight Tag.
Choose to install the tag yourself, or use the Google Tag Manager option if your site runs on it.
Paste the code on every page, ideally just before the closing </body> tag in your site-wide footer. LinkedIn warns to keep straight quotation marks, not curly ones.
Visit a page of your site, then check the tag's source status in Signals manager. LinkedIn says it can take from a few minutes to 24 hours to verify. Unverified means no signal has arrived yet.

Check the tags before launch

Paste a link or your parameters into the free UTM link checker. It flags capital letters, spaces, missing tags, LinkedIn parameters in lowercase, and the names LinkedIn retired in October 2025. It runs in your browser, so nothing you type is sent to us.

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