Dec 2, 2025
Employee advocacy

UTM Tracking: How to Make Employee Advocacy Truly Measurable

UTM tracking gives you real insight into traffic, leads, applications and conversions from employee advocacy. With unique links per employee or post, you make the program measurable and prove its value to leadership.

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The challenge: no visibility into individual results

Many employee advocacy programs measure only reach and likes. Nice to know, but leadership wants to understand what the program actually delivers. Without insight per ambassador, it is hard to demonstrate ROI and even harder to scale the program.

The solution: unique UTM links for each employee or post

With unique UTM parameters you can measure real behavioural results, not just engagement metrics.

You can track:

  • Traffic  how many visitors come in through employees
  • Leads  which ambassadors contribute to marketing qualified and sales qualified leads
  • Applications  how many candidates click through to job openings
  • Conversions  which content drives people to take action

This creates a clear and reliable data layer under your advocacy program.

Why this matters

  • Transparency  everyone sees who contributes the most
  • Optimization  you discover which posts or content pillars perform best
  • Motivation  employees see their direct impact
  • ROI proof  you can show how advocacy compares with paid campaigns

Practical tips

  • Use short and recognizable UTM links
  • Use a tool such as Bitly to keep links clean and manageable
  • Report results by campaign and by employee
  • Connect your UTM data to your CRM or applicant tracking system for full insight

With UTM tracking you make employee advocacy transparent, measurable and convincing for both leadership and colleagues. It turns soft metrics into hard results and gives you the foundation to grow your program with confidence.

Watch our video guide on using UTM links and start measuring the real impact of employee advocacy.

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