UTM tags tell analytics where your traffic came from. Without them, clicks from your newsletter look the same as clicks from a tweet. You can’t tell what’s working.

The five parameters

  • utm_source — Where did this come from? (newsletter, google, linkedin)
  • utm_medium — What type of link? (email, cpc, social)
  • utm_campaign — Which campaign? (spring_sale, product_launch)
  • utm_term — What keyword or audience? (optional)
  • utm_content — Which variation? (optional)

Using the builder

  1. Paste your destination URL
  2. Add campaign name, source, and medium (use the chips for common values)
  3. Optionally add keyword/audience and content variant
  4. Copy or download CSV
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

For multiple URLs, switch to Bulk mode. Same parameters apply to all.

Automatic formatting

  • Facebook → facebook (analytics treats cases as separate sources)
  • spring sale → spring_sale
  • Special characters → underscores
  • Existing UTM params get replaced, not duplicated

Lowercase is recommended. Check “Preserve case” to keep your original casing.

Where data shows up

Google Analytics 4

Reports → Acquisition → Traffic acquisition. Parameters map to:

  • utm_source → Session source
  • utm_medium → Session medium
  • utm_campaign → Session campaign
  • utm_term → Session manual term
  • utm_content → Session manual ad content

Other platforms

  • Adobe Analytics — Tracking Codes in Workspace or Marketing Channels report
  • Matomo — Top Sources → Campaigns tab
  • Mixpanel — Reports → Insights, break down by UTM properties
  • HubSpot — Traffic Analytics and Sources Report
  • Plausible — Top Sources → Campaigns tab

Common mistakes

Tagging internal links. UTMs are for external campaigns. Using them on internal links corrupts your session data.

Inconsistent naming. Newsletter and newsletter are different sources. Pick lowercase, stick with it.

Vague campaign names. campaign1 tells you nothing in three months. Use july_digest or product_launch_2025.

Including personal data. Never put emails or names in UTM parameters. They show up in reports and URLs.