UTM link builder

What UTM parameters are

UTM parameters are short tags added to the end of a link. They don’t change the page people land on. They tell your website analytics where a visit came from, so a visit from your Instagram bio and one from your newsletter stop looking the same.

• utm_source: where the link is shared, such as instagram or newsletter.
• utm_medium: the kind of channel, such as social or email.
• utm_campaign: the push the link belongs to, such as autumn-menu.
• utm_content (optional): tells apart links in one campaign, such as bio-link, story or reel-caption.
• utm_term (optional): mostly used for paid search keywords.

Keep your names consistent

Analytics tools treat Instagram, instagram and IG as three different sources. Pick one spelling for each source and medium and reuse it. Lowercase with hyphens is the safest habit, which is why the builder does it for you unless you switch it off. Use the same campaign name on every link for one push, and a new name for the next one.

Reading them in your analytics

Most website analytics tools group visits by source, medium and campaign in their traffic or acquisition reports. Filter by your campaign name to see how many visits each platform sent, then compare sign-ups, bookings or sales for each one. Links in places that strip tags, or visits that start on another device, still show up as direct or unknown, so treat the numbers as a guide rather than a full count.

Good to know

• Existing query strings and #anchors in your link are kept. Old UTM tags are replaced.
• Long tagged links are fine in a bio, a story link sticker or a newsletter button.
• Everything runs in your browser. Recent links are saved only on this device.