Give each placement its own label
A UTM is a label you add to the end of a URL. For this comparison, use utm_source=instagram for the platform, utm_medium=organic_social for the channel and the same utm_campaign for both links. Set utm_content to bio for one link and story for the other. Google treats different capitalization as different values, so choose lowercase names and record them in one place.
Illustrative example. A Lower Mainland painter promoting one cabinet painting service could use these two query strings after the same landing-page URL. Replace the sample campaign name with your own.
- Bio:
?utm_source=instagram&utm_medium=organic_social&utm_campaign=cabinet_painting&utm_content=bio - Story:
?utm_source=instagram&utm_medium=organic_social&utm_campaign=cabinet_painting&utm_content=story
Use & instead of a second ? if the destination already has query parameters, or let Google’s Campaign URL Builder format the link. Use campaign labels only. Keep customer names, email addresses and quote details out of the URL.
Test the actual link before promoting it
Open each link on your phone from the placement where a customer will find it. Make sure it reaches the right offer. If you use a link-in-bio page or a redirect, check that the final landing URL still has the tags. If the tags disappear, fix that step before comparing placements. Keep a short record of where each link was placed and when it was active.
Check what brought visits
If GA4 is set up on your website, use Traffic acquisition to review session source and medium for the relevant date range. To separate the two placements, use the session manual ad content dimension in the Manual report, which reads the utm_content value. Keep the campaign and date range consistent. Make a note if the bio link was available all week while the Story ran for a shorter time. Raw session totals show how many visits were attributed in that window and cannot tell you which placement was more effective per viewer.
Separate traffic from enquiries
A visit and an enquiry answer different questions. Use your form records or call log to count enquiries and note which match the work you want. Only credit a specific link with a lead if you have a way to connect the source to that submission. If both placements bring visits but few relevant enquiries, check whether the destination makes the service, service area and next step clear before changing the tags.
Start with one offer and two links. If you need help connecting your posts to the right landing page, see our social media management and website design services.
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Sources
- Google Analytics Help on campaign URL tags
- Google Analytics Help on Traffic acquisition
- Google Analytics Help on the Manual report
Editorial note: this guide was prepared with AI assistance for AI Power Studio. The example is illustrative. Sources checked November 10, 2026.