Build UTM tracking links for your social media campaigns. Track exactly where your website traffic comes from across all platforms.
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to the end of URLs. When someone clicks your tagged link, Google Analytics records the source information and attributes any conversions to that traffic.
The 5 UTM Parameters
- **utm_source** — Where the traffic comes from (facebook, twitter, newsletter)
- **utm_medium** — The marketing channel (social, email, cpc, organic)
- **utm_campaign** — The specific campaign name (summer_sale, product_launch)
- **utm_term** — Paid search keywords (optional, mainly for ads)
- **utm_content** — Differentiate similar links (image_ad, text_link)
Example UTM Link
Original URL: yoursite.com/landing-page With UTM: yoursite.com/landing-page?utm_source=instagram&utm_medium=social&utm_campaign=may_promo
Best Practices
- Use **lowercase** and **underscores** for consistency
- Be **descriptive but concise** with campaign names
- Create a **naming convention** your team follows
- Always use UTMs on **external links** but never internal links