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It turned out to be "Social Content URL Prefix", which is under Admin - Property - Social Settings. We entered a few social URLs, e.g. twitter, facebook, etc. This setting states "by entering one or more prefixes ... will only get social activities against those domains". We didn't enter our main domain, which caused all social activities against our domain ...


@Stephen Ostermiller 's answer is correct. If I could suggest something that might make things a little easier. Using Google Tag Manager you can automate the process and it will also give you more flexibility. Check out this article on UTM Campaign Parameters from LunaMetrics. This will save you a lot of time.

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