UTM parameters explained (with a free builder)

UTM parameters are the little tags on the end of campaign URLs that tell your analytics where a visitor came from. Used consistently, they're powerful. Used sloppily, they're a mess. Here's the plain-English version.

The five UTM parameters

• utm_source — where the traffic comes from (e.g. newsletter, linkedin).
• utm_medium — the channel type (e.g. email, social, cpc).
• utm_campaign — the campaign name (e.g. spring_sale).
• utm_term — paid-search keyword (optional).
• utm_content — which specific link/creative (optional, e.g. header_button).

Rules that keep UTMs clean

1. Lowercase everything — Email and email become two different sources.
2. Pick a convention and stick to it — decide once whether it's social or Social.
3. Don't UTM internal links — it resets attribution.

Build them without thinking

Use our free UTM builder to generate consistent tagged URLs in seconds. Then shorten the result with Clikt and you'll not only track the campaign in analytics — you'll get a real-time ping the moment someone clicks, so you see which channel is firing live.

Try it free →