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What are UTM Links?
UTM links are regular website URLs with special tags added to the end, called UTM parameters. These tags tell analytics tools, like Google Analytics, exactly where your traffic is coming from and how visitors found your site. For example, you can see if a click came from a Facebook ad, an email newsletter, or a Google search campaign. By using UTM links, marketers can measure campaign performance, compare different ads or channels, and make data-driven decisions to improve ROI. They’re simple, free, and essential for tracking digital marketing success.
What are UTM Parameters?
UTM parameters are short pieces of text added to the end of a URL that help you identify how visitors arrive at your website. There are five standard UTM parameters you can use:
utm_source → Identifies the traffic source (e.g., facebook, google, newsletter)
utm_medium → Shows the marketing channel (e.g., cpc, email, social)
utm_campaign → Tracks the specific campaign name or promotion (e.g., summer_sale, launch2025)
utm_term → Used for paid search to track keywords (e.g., digital+marketing+tools)
utm_content → Differentiates variations of ads or links (e.g., banner_ad1, textlink_footer)
By combining these parameters, you can create detailed tracking links that give you precise insights into which campaigns, platforms, and creatives perform best.
FAQs;
A UTM link is a URL with tracking parameters added to it, allowing you to measure where your website visitors are coming from.
Yes, UTMs are completely free. You can generate them manually or with tools like our Free UTM Generator.
Yes, UTM tags work with Google Analytics, GA4, and most other analytics tools across social media, ads, and email campaigns.
No, UTMs don’t expire. As long as your link is live, the UTM tags will continue to track traffic.
UTMs help you track campaign performance, compare ads, and make data-driven decisions to improve ROI.
Free UTM Guide to help you get started
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