Should I put my campaign link with utm_source in og:url, or keep it as the clean page URL?
Keep it clean. og:url is meant to be the page's single canonical address, while UTM parameters describe one particular message or post. Put the tracking on the link you post or send, and let the page's tags point to its fixed address. Note that the builder writes into og:url exactly what you paste; it does not strip parameters.
What happens if you paste the campaign link
We pasted https://example.com/oud?utm_source=whatsapp into 'Page URL (og:url)'. The tool accepted it with no warning, since it is a complete, well-formed URL, and wrote it like this:
<meta property="og:url" content="https://example.com/oud?utm_source=whatsapp">
The problem is meaning, not form. These tags go into the page head and stay there, so everyone who shares the page from Instagram, email or anywhere else carries a tag saying the source is WhatsApp. Any analytics that relies on that URL mixes the sources up, and your campaign numbers get less accurate.
So where does the tracking go?
The split is simple: page tags are fixed, the link you publish changes. Each campaign gets its own link, but the page is one. For an Eid campaign on WhatsApp, for example, we built this link in the UTM campaign link builder:
https://example.com/oud?utm_source=whatsapp&utm_medium=chat&utm_campaign=eid-2026
That is what you send customers. When a customer opens or forwards it, the platform reads the page at that link and finds the same share tags in its head, clean og:url included. The card stays as you designed it, and the tracking lives in the link the customer tapped.
Steps
- In the Open Graph metadata builder, paste the page address from the address bar, removing any part after a ? that exists only for tracking.
- Fill in the title, image and alt text, and copy the tags into the page head.
- In the UTM builder, make a separate link for each channel: WhatsApp, Instagram, SMS.
- Publish the tracked links, and leave the page tags alone for each new campaign.
When a parameter belongs in og:url
If a parameter is genuinely part of the page's identity, such as ?id=15 on a store that shows every product that way, it is part of the canonical address and that is fine. The rule: what changes the page's content stays, what describes where the visitor came from goes. The tool cannot tell the two apart, so the decision is yours.
Common questions
Does the builder strip UTM parameters automatically?
No. It writes the URL as pasted, so paste the clean one yourself.
Does a campaign link change how the card looks?
The card is built from the page's tags. Platforms may cache a preview per link, though, and that behaviour differs from one platform to another.
Do I need a campaign link for every message?
For every channel or campaign you want to measure. Messages within the same campaign can share one link.