Tag every Instagram link you share

A UTM link generator adds tracking tags to a web address so your website analytics can tell which link a visit came from, and this free one is built for the links creators share on Instagram. Paste your address, fill in source, medium and campaign, and copy the finished link.

How do I add UTM to a URL?

Add the tags to the end of the page address, each one as a name and a value joined by an equal sign. The first tag follows a question mark, as in ?utm_source=instagram, and every tag after it follows an ampersand, as in &utm_medium=bio and then &utm_campaign=autumn-launch. Google's Analytics Help describes the same shape (read 14 October 2026).

Real addresses are messier, so the tool handles the three cases that trip people up:

• A link that already has a question mark. Your existing tags stay where they are and the new ones join them with an ampersand. If your link already carries a tag of the same name, the tool replaces it with the value you typed and tells you so.
• A link with a # section. The part after the # points to a spot on the page and stays last, so the tags go in front of it.
• Spaces and symbols in your values. Each value is converted so it will not break the link, and the tool warns you if the address does not start with https://.

Which UTM parameters should I use for Instagram?

Google's Analytics Help says to always set three: utm_source, utm_medium and utm_campaign. Missing tags show up as (not set) in reports (read 14 October 2026). The other two are optional.

• Source is where the visit came from. Google advises one source per platform, so every Instagram link uses instagram.
• Medium is the type of link. The presets use bio, story and dm, which lets one report separate the three.
• Campaign is the name of the push, such as autumn-launch. Keep one name per effort so it does not split into several rows in your reports.
• Content tells apart links that share a campaign. Two reels pointing at one page can carry reel-1 and reel-2.
• Term is Google's tag for a paid keyword. Leave it empty unless you buy search ads.

The presets fill source and medium only: Instagram bio, Story link sticker and DM link all use source instagram, with medium bio, story or dm. One caution applies. Google's default channel grouping counts a visit as Organic Social when the source is on its list of social sites or the medium is one of social, social-network, social-media, sm, social network or social media. Google's page does not print the list of sites, so we cannot promise where instagram plus bio lands. If the default channel report must show these visits as Organic Social, change the medium to social and put the placement in Content.

Why lowercase and hyphens?

Google's Analytics Help says parameter values are case sensitive: utm_source=google and utm_source=Google count as different values, and lowercase is its standard advice. The tool's tidy option, on by default, lowercases each value and turns spaces into hyphens. Untick it if you need your own spelling, and the tool warns you about capital letters instead.

Where do the tags go on Instagram?

Three places carry Instagram links.

• Your bio link. Instagram's Help Center says a profile holds up to five links, so you can tag each one separately. The link in bio entry covers what the slot is for.
• A link sticker in a story. Instagram's Help Center says people who tap the sticker are redirected to the linked website. The story link guide shows how to add one.
• A link sent in a DM, by hand or by automation.

Where do I see the results?

In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition (Google's Analytics Help, read 14 October 2026). Session source / medium and Session campaign show your tags, so a bio link tagged as above appears as instagram / bio.

Where this stops working

• Tags report to your own analytics only. They are read by the analytics running on the page a link opens. Pages on Instagram do not run yours, so a tagged ig.me or instagram.com link records nothing, and the tool warns you.
• They count arrivals, not taps. A UTM figure counts people who reached your page. Instagram reports no tap on a link sent in a DM, so a tool's click count and your analytics will disagree and neither is the true one. The sales tracking guide shows how to use both.
• Google recommends two more tags. They are utm_id and utm_source_platform. This tool builds source, medium, campaign, term and content only.
• Tags are visible. Anyone can read them in the address bar, so keep names, emails and anything private out of your values.
• It checks the shape of the address, not the page. Open the finished link before you publish it and make sure your page loads.

Tag the links you already share, then check Traffic acquisition in a week and you will know which doorway on Instagram your visits come through. When a link goes out in a DM through a comment-to-DM automation, paste the tagged address in as the link: the setup guide shows where, and the profile audit lists tagging as one of its checks.