You already know: LinkedIn buries your posts if you drop a link in the middle. So you hide it (to your newsletter, masterclass, or Calendly) in the first comment. Smart move.

But if you paste a raw link like yoursite.com/masterclass, Google Analytics will lump it under "Direct" or "Social" without a second thought. Result? You have no idea whether your Monday carousel or Thursday’s post brought in your last three clients.

The fix? Three letters: UTM. Here’s how to set them up in 10 minutes—no headaches.

1. A UTM is just a label for your link

A UTM is a small code you append to your URL. It tells you where the click came from, what they clicked, and which campaign it belongs to.

For B2B posts, three parameters are enough:

• utm_source: Always linkedin (lowercase, no exceptions).
• utm_medium: comment if it’s in the first comment, dm if it’s a direct message.
• utm_campaign: The exact name of your post (e.g., carousel-5-hr-mistakes or text-post-failure-story).

Your link becomes: yoursite.com/masterclass?utm_source=linkedin&utm_medium=comment&utm_campaign=carousel-5-hr-mistakes

Yes, it looks messy. But it works.

2. No room for sloppiness

The biggest UTM mistake? Winging it. If you write Linkedin one day, linkedIn the next, and LI the following week, your dashboard will turn into chaos. You’ll fall back into the trap of Vanity Metrics without ever knowing what actually converts.

The rule? All lowercase, no spaces, no accents. Replace spaces with hyphens (-). Track every link in a Notion or Excel sheet. No exceptions.

3. DMs are gold—don’t ignore them

As I covered in the article on Buying Signals in Comments, the best opportunities often start in direct messages.

If you send a Calendly link via DM, adjust the parameter: Switch utm_medium=comment to utm_medium=dm. By month-end, you’ll finally compare:

• Passive prospecting (link in comments).
• Active prospecting (link in DMs).

And know what really drives conversions.

Stop letting LinkedIn steal your data

Building an audience takes time. You deserve to know which posts generate revenue and which just feed your ego.

👉 Switch to Studio CarouselCraft, create high-converting B2B visuals and copy in minutes. And never forget to add your UTM to your next post.

Les illustrations de ce blog sont généreusement mises à disposition par les photographes d' Unsplash.