Linktree's UTM toggle, available from the Pro plan, gives your buttons a source of Linktree and a medium of Social, which GA4 files under Organic Social. Every button gets the same two values, so GA4's source and medium reports can't tell one button from another. Build a tag per button here, with utm_content naming the button.
The interactive UTM builder loads with this page, pre-filled for Linktree, and runs entirely in your browser.
Google doesn't list linktree as a source, and doesn't need to: the social medium alone decides the channel. Lowercase keeps these clicks in the same report rows as the rest of your social tags.
Where to put it
Linktree's own tagging: on the Links page, click the Settings icon, open the Analytics Integrations tab and toggle on UTM Parameters. It starts on the Pro plan.
Linktree's help says to type Social in the Medium field and Linktree in the Source field. If your other tags are lowercase, type them lowercase here too.
Per-button tags: build one URL per button above and paste it as that button's destination, changing only utm_content.
After saving, tap each button on your phone and check the address that loads still carries your values.
"By default, parameters are set so Google Analytics shows all traffic from Linktree under 'Social' data." That's Linktree's own summary of its UTM toggle, and it holds up. A medium of social earns Organic Social in GA4 without the source being on Google's list, so Linktree's pair lands there even though linktree isn't on it. What the default can't do is say anything more specific. Every button carries identical tags, so a report by source shows one Linktree row, not one per button.
Name the button in utm_content. To separate your store link from your podcast link, tag them yourself: build each button's URL here, keep source, medium and campaign identical, and vary only utm_content, such as store, podcast or calendar. Linktree's help page doesn't say what the toggle does to a destination that already has tags of its own, so tap each button after saving and check what loads. The bulk UTM builder tags a whole page of buttons in one pass.
Capitals split the report. Google's channel definitions aren't case sensitive, which is why Linktree's capitalised Social still counts as Organic Social. Report values keep their capitals, though, so Social from Linktree and social from your own tags sit on separate rows of a medium report.
The platform before Linktree stays hidden. One Linktree page usually sits in several bios. A button's tag is written once, so it can say linktree but not whether the tap began on Instagram or TikTok. If that split matters, it has to happen before the visitor reaches the page: a separate link page per platform, each with its own button tags. How to track clicks on Linktree covers the click counts Linktree reports itself.
Hand-built tags travel with the URL. The toggle is a Pro feature. A tag you build yourself is different: it's part of the destination address you paste into the button. The Instagram UTM builder covers tagging the bio link itself when it points straight at your site.
Questions
How do I build UTM parameters?
Add them after a question mark at the end of the URL, as name=value pairs joined by ampersands, or fill in the builder above. A Linktree button might carry ?utm_source=linktree&utm_medium=social&utm_campaign=bio-links&utm_content=store.
How many UTM parameters does a Linktree button need?
Four: source, medium and campaign, which Google says to always set, plus utm_content naming the button. Without utm_content every button reports as the same row.
Is Linktree's UTM parameters feature free?
No. Linktree lists its UTM Parameters toggle as starting on the Pro plan. Tags you build yourself are part of the destination URL you paste into a button.