We have this case:

  • a link from the website is shared as a post on a social media platform like LinkedIn
  • when the user clicks that link he is directed on the website; from there he/she clicks another link in order to go on the page with a contact form
  • the user fills in the contact form and submits it

We track all of this as "page views" but for some reason the inbounds on the contact page appear as coming through the "Direct" channel, not "Social" or any other. Is it possible to know which inbounds come from the Social channel in a case like this one?

  • Is this website a single page app ? Jun 6, 2016 at 10:27
  • @Kola No, it's a website with multiple pages
    – TC Dani
    Jun 6, 2016 at 15:21
  • Google Analytics should attributed social referrals automatically based on the referer header. Some users may have their browsers configured not to send that header. Some redirects (meta refresh redirects) may strip that header. Otherwise you should see that header for the vast majority of users and GA should be paying attention to it. Jul 5, 2016 at 10:58

3 Answers 3


When posting links to direct people to your site, you should use query strings to assign extra data. This is called Campaign Parameterisation, or Campaign Tagging.

There are three parameters you should always add:

  • utm_medium - The marketing channel (social, email, cpc, etc.)
  • utm_source - The advertiser/site/publication in question (facebook, outbrain, bing, etc.)
  • utm_campaign - The name of the Camapign that this link is a part of (summersale, newsletter, etc.)

There are two more you can add if you need them:

  • utm_term - Paid Search only. The Keyword.
  • utm_content - Used to differentiate between tags (body1, creative3, etc.)

Google Analytics has a URL builder you can use that will make this very simple: https://support.google.com/analytics/answer/1033867?hl=en

  • It isn't clear that this will work. This is only possible when you control the link that is posted. The user says that the links are posted on LinkedIn. They may not be doing the posting themselves. Jul 5, 2016 at 10:56

Use google's URL generator to track your social media campaigns.

Google URL Generator

  • Can you elaborate on why this is a useful answer?
    – John Conde
    Jul 4, 2016 at 16:20

Always put some query string attached to social posts like "utm_source", "utm_campaign" and whenever user visit site, assign random identifier in session and using all these data, you can accurately track conversions from social sources.

example: https://www.example.com/2016/06/04/how-to-track-social-media-campaign?utm_source=linkedin&utm_campaign=promo

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service and acknowledge you have read our privacy policy.

Not the answer you're looking for? Browse other questions tagged or ask your own question.