What Are UTM Parameters?
UTM parameters (Urchin Tracking Module) are tags you add to the end of a URL to track the effectiveness of your marketing campaigns. When someone clicks a link with UTM parameters, the data is sent to your analytics tool (like Google Analytics), allowing you to see exactly which campaigns, channels, and content are driving traffic.
The 5 UTM Parameters Explained
1. utm_source (Required)
Identifies
where the traffic is coming from.
Examples: google, facebook, newsletter, linkedin
2. utm_medium (Required)
Identifies the
marketing channel or type of link.
Examples: cpc, email, social, banner, organic
3. utm_campaign (Required)
Identifies the
specific campaign name or promotion.
Examples: spring-sale-2026, product-launch, black-friday
4. utm_term (Optional)
Identifies
paid search keywords. Useful for paid campaigns.
Examples: url+shortener, link+management, qr+code+generator
5. utm_content (Optional)
Differentiates
similar content or links within the same campaign.
Examples: hero-cta, sidebar-banner, footer-link, email-header
How to Build UTM Links
Manual Method
You can manually append UTM parameters to any URL:
https://urlink.pro/features/?utm_source=twitter&utm_medium=social&utm_campaign=feature-launch&utm_content=thread-link
Using a UTM Link Builder
Manual tagging is error-prone and time-consuming. A
UTM link builder like URLINK automates the process:
- 1.Paste your destination URL
- 2.Select or type your UTM parameters
- 3.The tool generates the tagged URL automatically
- 4.Optionally shorten the link for cleaner sharing
URLINK's UTM builder goes further by letting you save
parameter presets — predefined lists of sources, mediums, and campaign names that your team can reuse. This ensures consistent tagging across all campaigns.
UTM Best Practices for 2026
Use Consistent Naming Conventions
Decide on a naming convention and stick to it:
- •Use lowercase for all values (
facebook not Facebook)
- •Use hyphens instead of spaces (
spring-sale not spring sale)
- •Be specific but concise (
email-weekly-digest not e)
Create a UTM Naming Document
Maintain a shared document or use a tool like URLINK's organized parameter lists to keep your team aligned on naming conventions.
Always Use utm_source, utm_medium, and utm_campaign
These three parameters are the minimum for meaningful campaign tracking. Skipping any of them creates gaps in your analytics data.
Don't Use UTM Parameters for Internal Links
UTM parameters are for external traffic sources. Using them on internal links (navigation, footer links) will overwrite the original source data in analytics and create inaccurate attribution.
Combine UTM Links with Short Links
Long URLs with UTM parameters look messy. Use a URL shortener to create clean, branded short links that still carry all the tracking data:
Before: https://urlink.pro/pricing/?utm_source=twitter&utm_medium=social&utm_campaign=pricing-update-2026&utm_content=thread-cta
After: url.ink/pricing26
Tracking UTM Links in Google Analytics 4
In GA4, UTM data appears in several reports:
- •Traffic Acquisition report shows sessions by source/medium
- •User Acquisition report shows new users by first campaign
- •Explore custom reports let you build detailed campaign analyses
Navigate to
Reports > Acquisition > Traffic Acquisition and add a secondary dimension of "Session campaign" to see your UTM campaign data.
Why Use URLINK's UTM Link Builder?
URLINK combines URL shortening with a powerful UTM builder in one tool:
- •Parameter presets: Save and reuse source, medium, and campaign values
- •Organized lists: Keep parameters consistent across your team
- •Templates: Create reusable link configurations with pre-filled UTM values
- •Bulk creation: Generate hundreds of tagged links at once via CSV
- •Link analytics: Track clicks, devices, and locations for every UTM link
- •Team workspaces: Collaborate with shared parameter lists and templates
Stop guessing which campaigns drive results. Start building trackable UTM links with URLINK today.