UTM builder

What are UTMs?

UTM tags are bits added to the end of a link, like ?utm_source=newsletter. When someone clicks, your analytics tool reads them and tells you exactly which post, ad or email sent the visit.

• Source is where the click came from (google, newsletter, x). Medium is the channel type (cpc, email, social). Campaign groups everything for one push.
• Pick one naming style and stick to it. Facebook, facebook and fb show up as three different sources.
• Use lowercase and underscores, never spaces. Keep the tidy option on.
• Use content to tell two links in the same post or email apart (hero_button vs footer_link).
• Don’t put UTMs on links inside your own site. They restart the visit and muddy your data.