How to use UTM tracking in Postoria

UTM tracking lets Postoria add tracking parameters to the links you publish in social posts.

This helps you see which networks, posts, accounts, or locations send traffic to your website in your analytics tools.

For example, Postoria can turn a plain link like https://example.com/services/ into a tracked link such as https://example.com/services/?utm_source=facebook&utm_medium=social&utm_content=12345.

UTM tracking is available on all Postoria plans.

Before you start

Here are the main things to know before using UTM tracking:

• UTM settings can be configured at the workspace level.
• UTM settings can also be configured for a specific connected social account.
• Account-level UTM settings override workspace-level UTM settings.
• Empty UTM fields are skipped.
• If a URL already has a UTM parameter, Postoria does not overwrite it.
• UTM parameters are added when the post is published.
• Adding UTM parameters makes links longer.
• Links inside captions or comments may make the final text longer and can affect network character limits.

What UTM fields Postoria supports

Postoria supports these UTM fields:

You can use any combination of these fields.

If a field is empty, Postoria does not add it to the URL.

Where UTM tracking is applied

Postoria applies configured UTM parameters to published links, including:

• Links in captions
• Links in first comments, where first comments are supported
• Structured link fields
• Button links, including Google Business Profile button URLs

For example, if your caption contains Learn more: https://example.com/services/ and your UTM settings include utm_source={{network}} and utm_medium=social, the published link can become https://example.com/services/?utm_source=facebook&utm_medium=social.

Workspace UTM settings

Workspace UTM settings are useful when you want one default tracking setup for a workspace, brand, client, or project.

To configure workspace UTM settings:

1. Open Postoria.
2. Go to your workspace settings.
3. Open UTM Settings.
4. Enter the UTM values you want Postoria to add.
5. Save the settings.

Example workspace setup:

utm_source={{network}}
utm_medium=social
utm_content={{post.id}}

This adds the publishing network, a fixed social medium, and the Postoria post ID to published links.

Account UTM settings

Account UTM settings are useful when a specific connected account or location needs different tracking values.

To configure account UTM settings:

1. Open Postoria.
2. Go to Accounts.
3. Open the menu for the connected account.
4. Choose UTM Settings.
5. Enter the UTM values for that account.
6. Save the settings.

Account UTM settings override workspace UTM settings.

For example, your workspace may use utm_source={{network}} and utm_medium=social, while one connected account uses utm_source=client_facebook_page and utm_medium=social.

In that case, the account-level setup is used for that account.

Disable inherited UTM tracking for one account

If a workspace has UTM tracking configured, you can disable inherited tracking for one specific account by saving empty account-level UTM settings for that account.

This creates an account-level override with no UTM values.

Result:

• The workspace UTM settings remain active for other accounts.
• The selected account does not inherit the workspace UTM settings.
• No UTM parameters are added for that account unless you later add account-level values.

Supported placeholders

You can use placeholders inside UTM values. Postoria replaces them when the post is published.

Supported placeholders:

Use the placeholder names exactly as shown.

Malformed or unsupported placeholders cannot be saved.

For example, {{ network }}, {{location.city}}, and {{unknown-placeholder}} are not valid.

Google Business Profile location tracking

UTM tracking works well with Google Business Profile location data.

For example, you can use utm_source={{network}}, utm_medium=social, and utm_content={{location.name}}_{{post.type}}.

When publishing a Google Business Profile post, Postoria can replace the location placeholder with the location name.

This is useful for multi-location businesses and agencies that want analytics to show which location generated traffic.

Location placeholders only resolve when the published post has Google Business Profile location data available.

Existing UTM parameters are not overwritten

If a link already contains UTM parameters, Postoria keeps them.

For example, if your link already has utm_source=manual and utm_campaign=spring, Postoria does not replace those values.

If your settings also add utm_medium=social and utm_content={{post.id}}, Postoria only adds the missing configured parameters. The final link can look like https://example.com/page?utm_source=manual&utm_campaign=spring&utm_medium=social&utm_content=12345.

Keep link length in mind

UTM parameters make URLs longer.

For button URLs and structured link fields, this usually is not visible in the post text.

For links inside captions or comments, the final published text can become longer after UTM tracking is applied. If the caption or comment is already close to a network character limit, the post may fail to publish.

To reduce risk:

• Keep UTM values short.
• Use short campaign names.
• Avoid very long account or location names in UTM values when possible.
• Test new UTM settings with a small number of posts first.

Practical examples

Basic social tracking

Use utm_source={{network}} and utm_medium=social when you want analytics to show which social network sent traffic.

Unique post tracking

Use utm_source={{network}}, utm_medium=social, and utm_content={{post.id}} when you want each Postoria post to have a unique tracking value.

Account tracking

Use utm_source={{network}}, utm_medium=social, and utm_content={{social_account.name}} when you want to compare traffic from different connected accounts.

Google Business Profile location tracking

Use utm_source={{network}}, utm_medium=social, and utm_content={{location.name}}_{{post.type}} when publishing Google Business Profile posts for several locations.

Troubleshooting

UTM parameters were not added

Check that:

• UTM settings are saved for the workspace or account.
• The URL starts with http:// or https://.
• The UTM fields are not empty.
• The UTM value did not resolve to an empty value.
• The account does not have an empty account-level override.

A UTM field was skipped

A field may be skipped if:

• The field is empty.
• A placeholder could not be resolved.
• The value becomes empty after normalization.
• The URL already has that UTM parameter.

Existing UTM values stayed the same

That is expected. Postoria does not overwrite existing UTM parameters in a URL.

A post failed after UTM tracking was added

The final caption or comment may have become too long for the social network after UTM parameters were added to links.

Shorten the post text, shorten the UTM values, or move the link to a structured link field when possible.

Summary

UTM tracking in Postoria helps you publish measurable links without manually editing every URL.

Set UTM values at the workspace level for broad defaults, use account-level settings when a specific account needs different tracking, and use placeholders to make tracking values dynamic.

Postoria adds missing configured UTM parameters at publishing time while keeping existing UTM parameters intact.