[Publish] An introduction to UTM parameters and Google Analytics

Google Analytics integration is only available on our Pro and Business Plans. The option to customize your UTM parameters is only available on our Business Plans. More information on our plans can be found here.



UTM parameters are "tags" that are added to the end of a URL, which help to track the effectiveness of a campaign, or more specifically in Buffer's context, the effectiveness of a post published to your social media accounts. If you have hundreds or thousands of visitors to your website each month, it's helpful to know where that traffic is coming from.

Let's say you shared a link to your website on both Twitter and Facebook. Each time someone clicks on one of those links, the UTM parameters are sent back to Google Analytics, which allows you to track what percentage of traffic has come from Twitter and what percentage from Facebook. In turn, this allows you to decide how and where to focus your marketing efforts.

Enabling Google Analytics and customizing your UTM parameters

To enable Google Analytics for one of your connected social accounts, select it on the left hand side of your dashboard and then click Settings > Link Shortening. Scroll down to the section labelled "Google Analytics Campaign Tracking" and toggle the switch to Yep.

When enabled, the following default UTM parameters will be automatically added to the end of every link that you share through Buffer Publish:

  • Campaign Name: buffer
  • Campaign Source: twitter.com / facebook.com / linkedin.com / googleplus / bufferapp.com
  • Campaign Medium: social

On our Business Plans, you're able to change these UTM parameters by clicking Customize Campaign Tracking.


  • Only the account owner is able to update the UTM parameter settings. Team members (regardless of permissions), will not be able to change these settings.
  • It is currently not possible to set UTM parameters on a per-post basis. If this is a feature you'd love to have, please feel free to let us know using this form.

Finding your data in Google Analytics

The UTM parameters that have been set will then appear in Google Analytics as the links direct traffic to the particular website. This tracking can be found within the Acquisitions section of Google Analytics.

Under Acquisitions, you’ll see an option for Campaigns and then All Campaigns. This is where you can track the different campaigns that have been created and the traffic that has been generated. You’ll see a list of all the campaigns you’ve been tracking and you can click on each to view the full details. You can filter for different Campaigns, Sources and Mediums, which have been added to the URLs.