A UTM link (abbreviated from Urchin Tracking Module) refers to a specific set of parameters attached to a URL to track users landing on your website from a specific link.

UTM parameters provide additional information to analytics tools about the source, medium, campaign, and other details related to the traffic generated by a particular link.

Here’s an example of a UTM link for tracking a link from Instagram related to a sale campaign:

  • Original URL:
  • UTM Parameters Added: ?utm_source=instagram&utm_medium=social&utm_campaign=sale_campaign
  • Complete UTM Link:

The Meaning of UTM Parameters in Digital Marketing and Analytics

UTM codes enable you to monitor the pathways users take to reach your website and assess the effectiveness of a campaign in attracting actively engaged visitors to your content. 

Without UTM codes, it is challenging to precisely attribute traffic, making it less straightforward to evaluate the success of individual components within your campaign content.

Lacking this valuable data, it’s difficult to manage paid campaigns budgets or evaluate the effectiveness of social media posts or email campaigns. 

Consequently, it will be hard for you to plan, test, or even justify your acquisition, retention, or general marketing strategies.

Understanding UTM Parameters

Elements of UTM Parameters 

The main components of a UTM link include:

  • Source (utm_source): indicates the origin of the traffic, such as a search engine, newsletter, or social media platform.
  • Medium (utm_medium): specifies the general category of the source, like organic search, paid search, email, or social.
  • Campaign (utm_campaign): identifies the specific marketing campaign or promotion that the link is associated with.
  • Term (utm_term): used for tracking keywords in paid search campaigns. It helps identify which keywords led to the click.
  • Content (utm_content): differentiates between variations of the same ad or link. This can be useful for A/B testing or tracking different versions of content.

To illustrate, let’s consider our previous example:

Here’s a complete breakdown and explanation of all elements inside our example: 

  • Original URL ( 

This is the base URL of the webpage or product page you want to link to. It’s the starting point for your UTM-tracked link.

  • UTM Parameters Added (?utm_source=instagram&utm_medium=social&utm_campaign=sale_campaign):
    These are the UTM parameters appended to the original URL.
    In our example:

utm_source=instagram: Indicates that the source of the traffic is Instagram.

utm_medium=social: Specifies that the medium through which the link is shared is a social media platform.

utm_campaign=sale_campaign: Identifies the specific marketing campaign or promotion as “sale_campaign.”

  • Complete UTM Link (

This is the final UTM-tracked link that you would share on Instagram. 

When users click on this link, the UTM parameters provide information to analytics tools about the source, medium, and campaign associated with the click, helping you track the effectiveness of your Instagram sale campaign.

How UTM Parameters Work

Think of UTM parameters as a sort of behind-the-scenes trackers that helps marketers understand where the clicks on their links are coming from and how well their campaigns are doing. 

So, let’s say you’re running a sale on your website, and you want to promote it on Instagram. 

You create a link to the sale page, but you’re curious to know how many people are actually clicking through from your Instagram post.

That’s where UTM parameters come in. 

You take your regular link, the one that leads people to your sale, and you attach these extra parameters to it, a tag to the link’s tail. 

The tag tells your analytics tools a story about the link – where it’s been and why it’s there.

In this case, you’re saying, “This click is coming from Instagram (utm_source=instagram), it’s part of our social media efforts (utm_medium=social), and it’s specifically tied to our awesome sale campaign (utm_campaign=sale_campaign).” 

Now, when someone clicks on that link from your Instagram post, your analytics tools, see these tags and say, “This person came from Instagram, clicked through our social media link, and it’s related to the sale campaign we’re running.”

This information helps you figure out which channels are driving the most traffic, which campaigns are hitting the mark, and where you might need to tweak things for better results. 

So, in a nutshell, UTM parameters are how you track and understand the journey of your links across the vast landscape of the internet.

How to Create UTM Links

Evidently, UTM links are most effective when they follow a specific structure, meaning all elements are in place. 

With that in mind, here’s how you create an effective UTM link for your campaigns:

Step-by-Step Guide 

Here are the main elements that you need to set in place, in order to get a functional Link: 


This is for identification purposes only, and the title won’t appear in the tracked link. Make it easily findable for future reference.

Untracked link

Enter the link you want to track (e.g.,

Source & Medium

These are crucial and must be accurate and consistent. 

We’ll soon look at the golden rules of UTM parameters, but keep these keywords in mind for now: lowercase, no spaces, no special characters, and consistency. 

Campaign ID

Follow the same rules as source and medium but keep it unique to the specific campaign. 

The Campaign ID helps identify your campaign in Google Analytics and showcase its effectiveness. If your campaign spans multiple platforms, replicate the campaign ID accordingly. 

For example:

  • Paid Social Campaign:


  • Google Paid Campaign:


  • Email Newsletter Campaign:


This enables tracking the overall campaign success across platforms while attributing specific goals and conversions to each platform. 

A tiny typo in these links can make it impossible to track the entire campaign. 

Pro tip: consider creating a naming convention across your business for accurate and consistent campaign tracking. You can use shortened links (Bitly, TinyURL), and the tracked link will still function. 

This is handy when the link is visible in plain text, such as in an email.

It’s worth noting that users often prefer seeing where a link leads before clicking for greater confidence and trust, especially if they’re unfamiliar with your site. 

In such cases, we advise you to use the full, unshortened link.

Tools and Resources Available for Generating UTM Parameters

When it comes to creating UTM links for your marketing campaigns, having the right tools at your disposal can make the process smoother and more efficient. 

Let’s explore some notable options that cater to different needs and preferences.

Google URL Builder

A veteran in the UTM link game, Google URL Builder remains a straightforward choice for marketers. 

It allows you to generate UTM links for both websites and apps (Google Play and iOS). 

However, it has its limitations, such as the inability to store links within the tool and the absence of best practices advice. If you’re just starting to track conversions and prefer managing UTM links in a spreadsheet, this tool might suit your needs.


For those who appreciate a preset-heavy approach, CampaignTrackly offers an extensive library of presets and templates covering a wide array of tracking needs in marketing. 

With built-in reporting and bulk tag import capabilities, it’s a solid choice for large or enterprise marketing teams juggling multiple channels and campaigns simultaneously. However, keep in mind that its interface might feel a bit outdated.


If branded short links are a priority for your brand, Rebrandly shines in this department. Not only does it offer branded short links, but it also provides features like deep linking, link analytics, and compatibility with emojis. 

With dedicated account and engineer support, plus over 100 integrations with other tools, Rebrandly caters to medium to large-sized brands looking to maintain a strong brand presence in their campaigns. 

However, it’s worth noting that the interface may be less intuitive, and some features come with additional setup requirements.


A household name in link shortening, Bitly is known for its simplicity and reliability. Offering bulk link tagging, two-factor authentication, integrations, link analytics, and even QR code creation, 

Bitly caters to medium to large-sized brands managing various campaigns. However, keep in mind that branded short links are a paid feature, and there are limitations on link data and history for each tier. 

While Bitly is widely recognized, unbranded “” links might not always inspire trust.

The choice ultimately depends on your specific needs, the scale of your campaigns, and your preferences in link management. 

Whether you prioritize simplicity, preset options, branded links, or comprehensive analytics, there’s a tool out there to streamline your UTM link creation process.

Best Practices for UTM Link Creation

Firstly, it’s crucial to recognize that various types of digital marketing campaigns have unique requirements. 

Consequently, the way you employ UTM links will adapt based on your specific goals and the platforms where you intend to deploy these links.

Here are some general and specific best practices for creating UTM links tailored to your digital marketing needs.

Be Mindful of Spelling and Capitalization

UTM parameters are case-sensitive. Consistency is key, so refrain from capitalizing UTM parameter text in one link and not in another. Stick to the same label format to avoid discrepancies in analytics.

For example, don’t mix ‘facebook,’ ‘Facebook,’ and ‘FaceBook.’ Opt for one form and consistently use it for proper UTM link tracking.

Avoid Spaces in UTM Parameters

Spaces disrupt UTM links. Instead of using spaces, which browsers do not support, employ an underscore (_) or dash (-) to separate words in UTM parameters. This ensures that UTM tracking functions smoothly without resembling broken links.

Adopt Good Naming Conventions

As the number of UTM parameters grows, maintaining a list of names used becomes essential for effective tracking. Start with good naming conventions:

  • Keep names simple and short for easier tracking.
  • Maintain consistency in naming conventions for quick implementation.
  • Use either all lowercase or uppercase letters to minimize errors.
  • Choose either underscores or dashes for consistency.
  • Establishing a consistent and manageable set of UTM parameters streamlines the link creation process, maximizing the utility of UTM links.

A recommended practice, especially for marketing agencies, is to create a UTM link style sheet or UTM parameter guide to ensure consistency among those creating these links. 

Even for individual marketers, having a set of rules or patterns enhances consistency.

Only Use Necessary UTM Parameters

You don’t have to use all UTM parameters in every link. 

While three main UTM parameters (source, medium, and campaign) cover most scenarios, optional parameters (content and term) come into play mainly for ads on other sites. 

Use only the parameters you need to avoid unnecessary complexity.

Use a URL Shortener for Discreet UTM Links

UTM links, while powerful, can result in lengthy and less aesthetically pleasing URLs, especially with multiple parameters. 

In most cases, employing a URL shortening service is advisable. This not only shortens the link but can also provide branding options. Some URL shortening services offer UTM link creation features.

How to Create UTM Links for Social Media

Creating UTM link URLs doesn’t vary significantly between platforms, but there are specific considerations for social media. 

While certain details may depend on the platform, here are some best practices for crafting UTM links for social media:

  • Use ‘social’ or an equivalent as the medium.
  • Specify the social media platform as the source.
  • Employ a campaign name indicating where you’ll post the link on the social media platform.

Whether you build UTM links manually or use a tool, follow these steps when creating UTM links. 

Implementing UTM Links in Marketing Campaigns

Once implemented, you can leverage UTM tracking features to analyze link performance and optimize your social media strategies accordingly.

Let’s look at some practical scenarios where incorporating UTM links can provide valuable insights into your marketing strategy.

Whether launching a new product or orchestrating a discount campaign through influencers, UTM links offer precise assessments of your promotional efforts’ effectiveness. 

For example, a UTM link for a product launch on Facebook might adopt a structure like:

Similarly, for an Instagram discount campaign, the UTM link structure could be:

Comparing the performance of your organic social efforts with your followers’ promotions becomes seamless with UTM links.

By creating distinct UTM campaigns for your posts and encouraging followers to share a specific link, you gain insights into the effectiveness of each approach.

Guest posting on various industry websites can be resource-intensive, making it crucial to measure the traffic these posts drive to your site. For example, you can add UTM parameters to the links in your guest posts, to precisely attribute the traffic source.

For a more holistic use, utilize UTM tracking codes across different platforms for the same piece of content. Whether it’s a video on LinkedIn, YouTube, or Facebook, customize the links to track medium, source, and content separately. 

While implementing UTM links provides powerful insights, it’s essential you keep track of internal links, to avoid confusion and maintain accuracy in your analytics. 

With careful planning and analysis, UTM links can be a game-changer in refining and optimizing your marketing campaigns.

Analyzing Data from UTM Links

UTM links help you keep tabs on how well your marketing campaigns are doing. 

However, to truly leverage UTM-derived insights, you’ll first need to understand the data within these links.

Let’s look at three essential aspects of analyzing UTM links.

How to Track and Analyze the Data Collected from UTM Links

Creating UTM links for different ads or campaigns means knowing how to make sense of the data they deliver. Platforms such as Google Analytics provide data on campaign names tied to your UTM links. 

This lets you figure out which sources are giving you the best results. 

For example, if you’ve named a campaign “FBAdsExpert,” you can check how well it’s driving traffic. 

You can keep all links organized by storing all your created links in one place, like a Google Doc or spreadsheet. 

It makes life easier, especially if you’re a regular user of UTM links in your content sharing routine.

Using Analytics Platforms to Interpret UTM Data

Analytics platforms, with Google Analytics leading the pack, play a huge role in unpacking the insights from UTM data. 

They give you the full picture of how well your UTM links are performing. 

Check the analytics dashboard, and you’ll find details about click-through rates, user engagement, and the success of specific campaigns. 

Armed with this data, you can spot high-performing sources, understand the impact of different methods, and tweak strategies based on actionable metrics. 

Keep exploring your analytics platform regularly to stay in the loop about what’s happening in your UTM-linked campaigns.

Making Data-Driven Decisions Based on UTM Link Analysis

Now that you gathered the insights, it’s time to make marketing decisions based on the facts. 

Analyzing how different campaigns are doing helps you use your resources wisely, focusing on sources that bring in the best results. 

Whether it’s adjusting ad spend, refining content strategies, or shifting efforts across various channels, your UTM data is your guide. 

Being able to link success directly to specific campaigns or sources lets you fine-tune your marketing game for the maximum impact.

UTM Links for Campaign Optimization

So, you got the theory. You understand they tl;dr of UTM link. 

But how do you apply all your learning so far, into a practical and specific result?

Here’s how UTM links can contribute to optimizing your overall marketing strategy.

Leveraging UTM Link Data for Campaign Optimization

When incorporating UTM parameters into various campaigns—be it emails, social media, or paid ads—you’ll gain the ability to track and analyze the performance of each campaign

Imagine running simultaneous email and social media campaigns.

By assigning distinct UTM parameters to each campaign’s URLs, you can precisely measure and compare their impacts. 

This data further informs your strategic decisions, so you’ll allocate your financial and mental resources more effectively. 

Analyzing UTM parameters also unveils the channels driving the most traffic and conversions. 

For example, if a paid advertising campaign runs across multiple platforms, UTM parameters will pinpoint which platform brings the best results, empowering you to optimize your budget allocation and maximizing the ROI.

A/B Testing with UTM Parameters

We couldn’t leave out A/B testing from the subject – a cornerstone of effective marketing.

You should create multiple versions of a campaign with distinct UTM parameters, so you can identify the elements that resonate better with your audience. 

For example, you can change the content of an email campaign, then test it with UTM parameters. The data extracted from these experiments guides you in refining their strategies based on what truly resonates with your audience.

Unveiling Successful Marketing Channels and Strategies

UTM tracking provides a clear lens through which you can identify the champions among marketing channels and strategies. 

You only need to assign UTM parameters to different channels—such as email, social media, and search—then can see which channels are the primary drivers of traffic and conversions. 

This actionable data empowers informed decisions on budget allocation. 

If UTM tracking reveals that social media outperforms email in driving traffic, you can reallocate resources to capitalize on this insight.

Advanced Uses of UTM Parameters

Now, UTM tracking can do more than reveal effective communication channels, or help with budget distribution. For eCommerce specifically, we have identified other interesting applications. 

Let’s take a look at them.

Sophisticated UTM Tracking for eCommerce

One powerful application of UTM links in eCommerce tracking is allowing marketers to understand user behavior on a granular level

You can embed UTM parameters in the URLs of product pages, promotional emails, or social media campaigns, then unravel insights into which products are driving the most traffic, conversions, and ultimately revenue.

Consider this scenario: you’re running a special promotion for a selection of products through multiple channels. 

You’re employing unique UTM parameters for each product and channel combination, then see not only which products are performing well but also which channels are the most lucrative for specific items. 

With this data, you can strategically allocate resources, optimize your product offerings, and fine-tune your marketing strategies for maximum impact.

Multi-channel funnels are another frontier where UTM tracking proves itself useful. 

By employing UTM parameters across various touchpoints in the customer journey, from initial awareness to the final conversion, you can trace the entire path users take before making a purchase. 

This holistic view enables you to identify the key touchpoints that contribute most to conversions and tailor your campaigns accordingly.

Enhancing Customer Journey Mapping with UTM Integration

Finally, we have the concept of integrating UTM data with Customer Relationship Management (CRM) systems.

This integration reveals details you might have previously missed about the Customer Journey. 

It happens because each touchpoint, from the first click to the final purchase, becomes a valuable data point that enriches your understanding of customer behavior.

Imagine a customer journey that spans across email campaigns, social media engagements, and paid advertisements. 

The UTM data integrated with your CRM, helps you track how users traverse through these various channels. 

This not only provides insights into the effectiveness of each channel but also empowers you to create targeted campaigns based on specific touchpoints in the customer journey.

Moreover, UTM integration with CRM systems facilitates the alignment of marketing and sales efforts. 

Sales teams can leverage the detailed UTM data to understand the context of a lead’s interactions, allowing for more personalized and effective follow-ups. 

This alignment between marketing and sales, fueled by UTM insights, streamlines the customer journey, generating a seamless transition from lead to conversion.

Challenges and Limitations of UTM Tracking

As with any tracking method, UTM tagging comes with its set of limitations that businesses should be aware of when implementing this strategy.

One significant constraint is that UTM tagging is primarily designed for online tracking. 

While it excels at monitoring website traffic and online campaign performance, it falls short when it comes to providing a comprehensive view of all marketing efforts. 

Some businesses are still heavily reliant on offline channels, such as phone calls or in-person sales. They may find UTM tagging less effective in capturing the complete customer journey.

Another potential challenge is the reliance on manual implementation. 

Because UTM tags require human input, there’s a risk of human error and inconsistencies in the data. 

This can compromise the accuracy of your tracking efforts, emphasizing the importance of careful implementation and regular reviews to catch any discrepancies.

One noticeable impact of UTM tagging is the lengthening of URLs. 

The addition of UTM parameters can make links appear longer and less aesthetically pleasing, potentially affecting the click-through rate of your campaigns. It’s essential to strike a balance between obtaining valuable tracking data and maintaining user-friendly, attractive URLs.

Moreover, UTM tagging demands ongoing maintenance and updates to ensure the accuracy and relevance of the tracked data. This can be time-consuming, requiring a commitment to regular reviews and adjustments. 

For businesses with dynamic and evolving marketing strategies, neglecting this maintenance aspect can lead to outdated and unreliable tracking information.

Finally, maintaining data accuracy and privacy compliance is crucial. 

As businesses collect and analyze data through UTM tagging, it’s essential to adhere to privacy regulations and ensure that sensitive information is handled responsibly. 

Striking the right balance between tracking effectiveness and privacy compliance is imperative for building trust with users and avoiding legal issues.

Wrap Up

Even with all these challenges, UTM links are still powerful tools in the online marketing world. 

The reason it’s simple – marketing is a dynamic and ever-changing field, and what worked yesterday will definitely not work today. 

It’s extremely difficult to predict human behavior – as humans are unpredictable in their nature. 

However, having a clear way to track what works and what doesn’t can make your job much easier.

Use the UTM data to understand patterns.

Combine them with qualitative data to get a better grasp of these patterns. 

Then, bring together all your findings to create a strategy that is driven by data and focused on the customer. 

This is especially crucial in a landscape with intense competition and rising advertising costs. 

Good luck!