Use a consistent source
Use values such as linkedin, facebook and instagram for utm_source. Consistency matters more than complexity.
UTM GUIDE
UTM Parameters for LinkedIn, Facebook and Instagram
Use consistent UTM naming to compare social traffic without guesswork.
Open UTM Builder →
Keep the medium simple
For organic social links, social is a clear medium. For paid campaigns, use a naming convention that separates paid activity from organic posts.
Compare the channels
Once each channel has its own tagged link, analytics can show which network brings more visits and which campaign generated them.