SEO

LinkedIn Ads launches dynamic UTMs for campaign tracking

LinkedIn is launching a new solution for monitoring campaign performance without third-party cookies.

Dynamic UTMs, which will be available to all users globally by the end of March, simplify adding custom tracking elements to campaign URLs, improving tracking accuracy.

Previously, marketers had to manually create UTM parameters for their campaigns, but with Dynamic UTMs, this process is automated.

What are UTMs? UTM parameters, short for Urchin Tracking Module parameters, are small pieces of text added to the end of your ad’s destination URL that can help you track information about the source of an ad click. For example, you can add tracking parameters to help measure how many clicks to your website were from a specific campaign or placement.

Why we care. UTMs are essential for marketers to grasp a campaign’s performance, especially in a privacy-focused landscape, as they don’t rely on third-party cookies or IP addresses for ad measurement. However, creating them manually can be time-consuming, inefficient and prone to errors. This solution looks address these challenges.

Supported URL tracking parameters. You can add both static and dynamic URL parameters to your campaigns (see the screenshot below). When adding a URL parameter, you’ll need to add both the parameter key and value.

Dynamic Linkedin Utm

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Deep dive. Read LinkedIn’s announcement in full for more information.

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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