What are UTM links, and how do I use them?
A UTM link is your normal link with a few tags added at the end, like ?utm_source=instagram&utm_medium=social&utm_campaign=eid_sale. When someone clicks it, Google Analytics records those tags, so you can see exactly which post, ad or message brought each visitor.
ShoaibUpdated 3 min read
What does each UTM parameter mean?
Google Analytics Help lists these campaign parameters:
| Parameter | What it records | Example |
|---|---|---|
| utm_source | Where the visitor came from | instagram, newsletter |
| utm_medium | The type of marketing | cpc, email, social |
| utm_campaign | The campaign, product or promo | eid_sale |
| utm_term | The paid keyword | abaya |
| utm_content | Which creative or link was clicked | video_1, button_top |
Google says you should always use utm_source, utm_medium and utm_campaign. It also recommends utm_id (the campaign ID) and warns that missing parameters show up as "(not set)" in reports.
How do I build one?
- Open Google's free Campaign URL Builder.
- Paste your page link.
- Fill in source, medium and campaign (and content if you're testing two ads).
- Copy the finished link and use it in your bio, story, ad or WhatsApp message.
You can also type the tags by hand: add a ? after the link, then join each pair with &.
How do I keep them useful?
- Pick one spelling and stick to it, all lowercase. "Instagram" and "instagram" show up as two sources.
- Keep a simple sheet of every link you create.
- Use a different utm_content for each version of an ad, so you can compare them.
Where do I see the results?
In Google Analytics, go to Acquisition → Traffic acquisition and look at session source, medium and campaign. For the full picture, read how to know which sale came from which ad and how to set up Google Ads conversion tracking.
Want your tracking set up cleanly as part of your digital marketing? See our Growth Consulting service.