What are UTM parameters and why are they important?

UTM (Urchin Tracking Module) parameters are tags added to URLs to track the effectiveness of marketing campaigns in Google Analytics. They help you understand where your traffic comes from, which campaigns perform best, and how users interact with your content.

What are the five UTM parameters?

The five standard UTM parameters are: utm_source (where traffic originates), utm_medium (the marketing channel), utm_campaign (the specific campaign name), utm_term (for paid search keywords), and utm_content (to differentiate ads or links).

How do I use UTM URLs in social media?

Replace the regular URLs in your social media posts, ads, and bio links with your UTM tracking URLs. This allows you to track which posts, ads, and platforms are driving traffic and conversions.

Can I use the same UTM parameters for multiple platforms?

No, each platform should have its own unique utm_source value (e.g., 'facebook', 'instagram'). However, you can reuse the same utm_campaign name across platforms to compare performance.

How long should my UTM parameters be?

Keep them concise but descriptive. Campaign names should be under 50 characters, and all parameters should avoid spaces and special characters. Use hyphens or underscores for multi-word terms.

Do UTM parameters affect SEO?

No, UTM parameters are used for tracking and analytics purposes only and do not impact SEO. They are invisible to search engines and only affect how your analytics platform attributes traffic.

Social Media UTM Builder

Create campaign tracking URLs with UTM parameters for social media analytics and performance tracking across all platforms. Perfect for social media marketing and campaign analysis.

marketing

analytics

utm

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Quick Presets

Use common campaign setups to populate a valid UTM structure quickly

Input & Settings

Add the destination URL, fill the UTM fields you need, and generate a tracked link for your social campaign.

Destination URL

UTM Parameters

Keep naming consistent so traffic in analytics stays easy to segment and compare.

Source

Medium

Campaign Name

Term

Content

Platform Templates

URL: 0 chars

Source: 0 chars

Campaign: 0 chars

Term: 0 chars

Content: 0 chars

How it works: The builder appends standard UTM query parameters to your destination URL using only the fields you fill in. That lets you keep campaign naming clean without making every field mandatory.

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