Complete Guide to UTM Tracking for Instagram Stories

https://linkstobook.com/yourbusiness

https://linkstobook.com/yourbusiness?utm_source=instagram&utm_medium=story&utm_campaign=january-promo

The 5 UTM Parameters

Parameter	What It Tracks	Example
utm_source	Platform	instagram, facebook, google
utm_medium	Type of content	story, bio, post, reel
utm_campaign	Specific promo	january-sale, new-year-promo
utm_term	Keywords (optional)	volume-lashes, gel-nails
utm_content	A/B testing (optional)	version-a, red-background

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Instagram Stories: The 3 Essential Parameters

For Stories, you only need 3 parameters:

1. utm_source=instagram

Tracks: This is from Instagram (not Facebook, not Google)

2. utm_medium=story

Tracks: This is from a Story (not bio, not post)

3. utm_campaign=YOUR_CAMPAIGN

Tracks: Which specific campaign

Full example:

?utm_source=instagram&utm_medium=story&utm_campaign=lash-promo

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How to Create UTM Links (3 Methods)

Method 1: Manual (Free)

Your base link:

https://linkstobook.com/yourbusiness

Add UTM parameters:

https://linkstobook.com/yourbusiness?utm_source=instagram&utm_medium=story&utm_campaign=valentine-sale

That's it! Copy and use in your Story link sticker.

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Method 2: Google's Campaign URL Builder (Free)

1. Go to: ga-dev-tools.google/campaign-url-builder
2. Enter your link
3. Fill in:
   • Source: instagram
   • Medium: story
   • Campaign: your-promo-name
4. Copy the generated link

Time: 30 seconds

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Method 3: LinksToBook Campaign Links (Built-in)

If you use LinksToBook:

1. Go to "Campaign Links" tab
2. Click "Create New Campaign"
3. Name: "Instagram Stories - Jan 2025"
4. Source: Instagram
5. Medium: Story
6. Click "Generate Link"

Bonus: Automatically tracks clicks and conversions in your dashboard.

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Campaign Naming Strategy

❌ Bad Campaign Names:

• test
• story1
• link123

Why: You'll forget what they mean in 2 weeks.

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✅ Good Campaign Names:

• january-lash-promo
• valentines-day-sale
• new-client-special-feb
• weekend-flash-sale-jan20

Why: Descriptive, date-specific, easy to remember.

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How to Use UTM Links in Instagram Stories

Step 1: Copy Your UTM Link

https://linkstobook.com/yourname?utm_source=instagram&utm_medium=story&utm_campaign=january-promo

Step 2: Post Your Story

Create your Story (photo, video, text, etc.)

Step 3: Add Link Sticker

1. Tap sticker icon
2. Tap "Link"
3. Paste your UTM link
4. Customize sticker text: "Book Now" or "Tap to Book"

Step 4: Post!

Now every tap is tracked.

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What to Track (By Goal)

Goal 1: Find Your Best Story Type

Create different campaigns for:

• utm_campaign=before-after-story
• utm_campaign=behind-scenes-story
• utm_campaign=client-review-story
• utm_campaign=promo-story

After 30 days: Check which type drives the most bookings.

Example result:

• Before/After Stories: 45 bookings ✅
• Behind-the-Scenes: 12 bookings
• Client Reviews: 28 bookings
• Promos: 8 bookings

Action: Post more Before/After content!

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Goal 2: Track Specific Promotions

If you're running a sale:

utm_campaign=20-percent-off-january
utm_campaign=new-client-discount-feb
utm_campaign=referral-special-march

Result: Know which promos convert → run similar offers.

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Goal 3: Test Posting Times

utm_campaign=morning-story-9am
utm_campaign=lunch-story-12pm
utm_campaign=evening-story-7pm

Result: Discover your audience's best times.

Pro tip: Use utm_content for timing:

utm_campaign=lash-promo&utm_content=morning
utm_campaign=lash-promo&utm_content=evening

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Advanced: Tracking Multiple Stories

If you post 3 Stories in one day, make each trackable:

Story 1 (Before/After):

?utm_campaign=jan-promo&utm_content=before-after

Story 2 (Client Testimonial):

?utm_campaign=jan-promo&utm_content=testimonial

Story 3 (Call-to-Action):

?utm_campaign=jan-promo&utm_content=final-cta

Result: See which Story in your sequence drives bookings.

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Where to View Your UTM Data

Option 1: LinksToBook Dashboard (Easiest)

• Campaign Links tab shows clicks per campaign
• Conversion rates per UTM
• Visual charts

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Option 2: Google Analytics (Free)

1. Go to Google Analytics
2. Acquisition → Campaigns → All Campaigns
3. See campaign performance

Metrics to watch:

• Sessions (clicks)
• Bounce rate
• Conversions (if goals set up)

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Option 3: Spreadsheet (Manual)

Track in Google Sheets:

Date	Campaign	Clicks	Bookings	Conversion %
Jan 5	lash-promo	124	18	14.5%
Jan 7	weekend-special	89	7	7.9%

Update weekly for trends.

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Common Mistakes (Avoid These)

❌ Mistake 1: Using the Same Link Everywhere

Bad: Use your base link in bio, Stories, posts

Why: You can't tell what works.

Fix: Create unique UTM links for each channel.

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❌ Mistake 2: Forgetting utm_medium

Bad: ?utm_source=instagram&utm_campaign=promo

Why: You can't separate Stories from Posts.

Fix: Always include utm_medium=story.

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❌ Mistake 3: Typos in Parameters

Bad: utm_sorce=instagram (typo in "source")

Why: Won't track correctly.

Fix: Copy-paste from a template to avoid typos.

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❌ Mistake 4: Using Spaces

Bad: utm_campaign=january lash promo

Why: URLs can't have spaces.

Fix: Use hyphens: utm_campaign=january-lash-promo

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Case Study: Tracking = 2x Bookings

Client: Nail salon in Los Angeles

Before UTM Tracking:

• Posted Stories daily
• Got bookings, but didn't know which Stories worked
• Wasted time on low-performing content

After UTM Tracking (30 days):

• Tracked every Story with UTM
• Discovered: Nail art videos = 3x more bookings than text-only
• Doubled down on nail art content
• Result: +127% more bookings

Owner's quote:

"I used to post whatever I felt like. Now I post what I know works. My bookings doubled, and I spend less time creating content."

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Your 7-Day UTM Action Plan

Day 1: Create Your Base Links

• Instagram Stories: ?utm_source=instagram&utm_medium=story&utm_campaign=main
• Instagram Bio: ?utm_source=instagram&utm_medium=bio
• Instagram Posts: ?utm_source=instagram&utm_medium=post

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Day 2-7: Test Your Stories

• Post daily with UTM links
• Try different content types
• Track clicks in real-time

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Day 8: Review Data

• Which Stories got the most clicks?
• Which drove bookings?
• What do they have in common?

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Day 9+: Optimize

• Post more of what works
• Stop posting what doesn't
• Test new variations

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UTM Quick Reference

Template 1: General Story

?utm_source=instagram&utm_medium=story&utm_campaign=main-link

Template 2: Promo Story

?utm_source=instagram&utm_medium=story&utm_campaign=20-off-sale

Template 3: Flash Sale

?utm_source=instagram&utm_medium=story&utm_campaign=24hr-flash-sale

Template 4: A/B Test

?utm_source=instagram&utm_medium=story&utm_campaign=test&utm_content=version-a
?utm_source=instagram&utm_medium=story&utm_campaign=test&utm_content=version-b

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LinksToBook: UTM Tracking Built-in

With LinksToBook, you get:

• ✅ Campaign link generator (no manual UTM)
• ✅ Visual analytics dashboard
• ✅ Click tracking per campaign
• ✅ Conversion rate tracking
• ✅ Export data to CSV

Stop guessing. Start tracking. → Get Started

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Questions about UTM tracking? Contact our team or email support@linkstobook.com