With UTM parameters on your Link in Bio links, you can track the traffic generated by your Link in Bio page in Google Analytics.

Important:

• Customizing UTM parameter values for Link in Bio is available on Starter plans and up
  • Free Link in Bio pages also have UTM tracking, but the default values can’t be customized in Later
• If you used Later's default Link in Bio UTM parameters before July 2024, the default values will have changed
  • The new default values are listed below

What Are UTM Parameters?

UTM (“Urchin Tracking Module”) parameters are tags included in links (URLs) that help distinguish between traffic sources in analytics tools like Google Analytics. They can be used to help measure the effectiveness of advertising campaigns and other marketing initiatives. 

There are a variety of possible UTM parameters that can be used, but the primary ones are:

These parameters are added to the end of a link (URL), separated by the ? and & characters.

www.example.com?utm_source=google&utm_medium=cpc&utm_campaign=summer_promo

Set Custom UTM Values

On Starter plans and up, you can set custom UTM parameter values for your Link in Bio page links as follows:

1. From app.later.com on desktop, click Link in Bio in the left side menu
2. Click Settings
3. Click Manage UTM Tracking
4. If needed, toggle on the UTM Tracking toggle:
5. Enter your preferred custom values under UTM Source and UTM Medium
   • Values can be a maximum of 100 characters consisting of letters, numbers, and underscores only (no special characters, and spaces will be replaced with underscores)
   Note: The UTM Campaign parameter (utm_campaign) can’t be edited from this page because its default value is set automatically based on the Link in Bio block that contains the link.
6. Click Save Changes
   • Your Link in Bio page will update to reflect the new parameters right away

You can disable UTM tracking from the same Settings tab. When disabled, any automatically-added UTM parameters will be removed, but any parameters that were manually included in URLs will remain.

Later's Default UTM Values

If you don't set custom UTM values, Later will use the following default values will be as follows:

• utm_source=later-linkinbio
• utm_medium=referral
• utm_campaign varies based on the block that was clicked, including:
  • social_link_list
  • featured_banner
  • multi_item_banner
  • feed (for social posts and latest Instagram post as featured media)
  • featured_media (for custom featured media)
  • button_list

Track Link in Bio Traffic in Google Analytics 

Once your Link in Bio page links are live, you can track the traffic generated by your page through Google Analytics. 

1. Go to your Google Analytics 4 dashboard
2. Click Reports > Acquisition > Traffic acquisition
3. Select a date range from the top right
4. Click where it says Session default channel group (or Session primary channel group) and select Session source from the options instead:
   
5. Near the top of the page, click Add filter +:
   
6. Add a filter for the Session source dimension that contains the UTM Source value you set in your Link in Bio settings:
   
   
   Tip: If you didn’t change the default UTM Source value, or if you’re a free Link in Bio user, Later’s default utm_source value is later-linkinbio.
7. Click Apply

You'll now be able to see the traffic that came through Link in Bio links! You can also create filters for utm_campaign or utm_medium values by filtering for Session campaign or Session medium respectively.