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Create tracking URLs quickly, for free, and without hassle.

Campaign Parameters

Optional Parameters

What is a UTM?

Understand why tracking your URLs is crucial for your digital marketing success.

UTM stands for Urchin Tracking Module. In simple terms, they are short text snippets added to the end of a URL to help you track the effectiveness of your digital marketing campaigns. By using UTM parameters, you can know exactly where your visitors are coming from and how they found you.

This information is vital and can be viewed in analytics tools like Google Analytics. With it, you can measure the return on investment (ROI) of each campaign, understand which channels bring the most traffic and conversions, and optimize your strategies for better results.

The 5 UTM Parameters:

  • utm_source: Identifies where the traffic is coming from. E.g., google, facebook, december_newsletter.
  • utm_medium: Identifies the marketing medium used. E.g., cpc (cost-per-click), social, email.
  • utm_campaign: Identifies the specific campaign you are promoting. E.g., christmas_promo, ebook_launch.
  • utm_term: Used mainly in paid search ads to identify the keyword that triggered the click. (Optional)
  • utm_content: Used to differentiate ads or links that point to the same URL. Useful for A/B testing. E.g., video_banner, text_link. (Optional)

Consistently using UTMs on all your marketing links (on social media, emails, paid ads, etc.) transforms your data from guesswork into concrete insights, enabling smarter and more profitable decisions.

Frequently Asked Questions