UTM builder
Tag a link so your analytics tool can tell you where the visitor actually came from. Everything runs in your browser; nothing is sent to us.
A tagged URL is long and ugly in a post. Shorten it here, then share the short link instead.
What the five parameters actually mean
UTM tags are just extra query parameters on the end of a URL. Your website does not need to support them: analytics tools such as Google Analytics, Matomo or Plausible read them from the address and group visits accordingly.
- utm_source
- The individual referrer. One specific place: instagram, google, partner-blog.
- utm_medium
- The marketing channel type. Keep this to a short fixed list so your reports stay comparable: social, cpc, email, qr, referral.
- utm_campaign
- The name of the campaign the link belongs to, so several posts can be measured together.
- utm_term
- Optional. The paid keyword, used mostly in search advertising.
- utm_content
- Optional. Which version of the creative, so you can A/B compare two images or two buttons.
Three habits that keep the data usable
Always use lower case. Analytics tools treat Instagram and instagram as two different sources, and you will end up with a report split in half for no reason.
Never put personal data in a tag. The full URL is stored in analytics, shared in referrer headers and often visible in browser history.
Do not tag internal links between your own pages. Doing so restarts the session and destroys the record of where the visitor originally came from.