LinkedIn ads UTM parameters, including the new macro names
LinkedIn Campaign Manager takes utm_source=linkedin, utm_medium=paid_social and utm_campaign={{CAMPAIGN_NAME}}, set once at account or campaign level. GA4 recognises linkedin as a social source and paid_social as a paid medium, which puts these clicks in Paid Social. Mind LinkedIn's rename that began in October 2025: CAMPAIGN now means what used to be the campaign group.
The interactive UTM builder loads with this page, pre-filled for LinkedIn ads, and runs entirely in your browser.
Paid Social needs a social source and a paid medium: linkedin is on Google's social list, and paid_social matches the paid pattern.
Where to put it
Open Campaign Manager. Static parameters can go at account, campaign or ad level; dynamic ones only at account or campaign level.
Write dynamic values in capitals inside double curly braces, for example utm_campaign={{CAMPAIGN_NAME}}, and join parameters with &.
Keep keys to letters, numbers and underscores. Values may also use + and -.
Check the ad's destination URL for old tags first: campaign parameters are added alongside them and never replace them.
Macros filled in at click time
Macro
Resolves to
{{ACCOUNT_ID}}
Ad account ID
{{ACCOUNT_NAME}}
Ad account name
{{CAMPAIGN_ID}}
Campaign ID (new naming; the old campaign group)
{{CAMPAIGN_NAME}}
Campaign name (new naming; the old campaign group)
{{AD_SET_ID}}
Ad set ID (new naming; the old campaign)
{{AD_SET_NAME}}
Ad set name (new naming; the old campaign)
{{AD_ID}}
Ad ID (new naming; the old creative)
{{AD_NAME}}
Ad name (new naming; the old creative)
{{CAMPAIGN_GROUP_ID}} / {{CAMPAIGN_GROUP_NAME}}
Campaign group ID / name (old naming)
{{CREATIVE_ID}} / {{CREATIVE_NAME}}
Creative ID / name (old naming)
LinkedIn started renaming its campaign hierarchy in October 2025, and the dynamic parameters moved with it. The old campaign group is now a campaign, the old campaign is now an ad set, and the old creative is now an ad. {{CAMPAIGN_ID}} exists in both versions and points at different levels: in an older guide it meant what LinkedIn now calls the ad set. Paste that guide's template into a new ad set and you get the level above the one it was written for.
Existing ad sets switch their dynamic parameters to the new names by themselves once the new terms show up in your account. New or edited ad sets have to use the new set. So the risk is in templates you copy and paste, not in ads that are already running.
LinkedIn's character list is strict.
Keys: a-z, A-Z, 0-9 and the underscore.
Values: the same, plus + and -.
Unsupported in both: characters such as !, #, $, %, @, | and the question mark.
The percent sign is the easy one to miss: a value copied from another tool as spring%20sale is out. Write spring_sale or spring-sale, and pick one separator for good, following your naming convention.
Parameters from every level end up in the final URL. Campaign parameters won't replace or remove parameters already on the ad's destination URL. The final URL combines account, campaign and ad level parameters. If a destination URL still carries tags from an older campaign, they ride along next to the new ones. Clean the destination before you add campaign-level tags, then check a live click with the link decoder.
li_fat_id travels beside your UTMs. With enhanced conversion tracking enabled on the Insight Tag (on by default for newly created tags), LinkedIn appends li_fat_id, its first-party click ID, to every ad click. LinkedIn calls it its strongest ad-to-conversion match signal. Your UTMs tell your analytics where the visit came from; li_fat_id feeds LinkedIn's own conversion matching. Let both through any redirect.
Questions
How do I add UTM parameters to LinkedIn ads?
In Campaign Manager, add them at account, campaign or ad level for static values, or at account or campaign level for dynamic ones such as utm_campaign={{CAMPAIGN_NAME}}. Join several parameters with &.
Can I use dynamic UTM parameters for each LinkedIn ad?
Yes, without typing them per ad. Dynamic parameters are set at account or campaign level, and {{AD_NAME}} or {{AD_ID}} resolves to each ad's own value.
Why does {{CAMPAIGN_ID}} give me a different level than before?
LinkedIn renamed its hierarchy starting October 2025. The old CAMPAIGN_ID is now AD_SET_ID, and CAMPAIGN_ID now points at what used to be the campaign group. Existing ad sets update automatically; new or edited ones must use the new names.
What characters can I use in LinkedIn URL parameters?
Keys: a-z, A-Z, 0-9 and underscore. Values: the same plus + and -. Characters such as ?, !, #, $, %, @ and | are unsupported.