A tag on your link
UTM adds a few parameters to the end of a URL. The page stays the same, but your analytics tool learns where the visitor came from.
Free online tool
UTM Builder
Create a UTM link for every ad, post or email and see in Google Analytics exactly where your visits and sales come from.
The URL is built in your browser; nothing is stored on our servers.
The basics
What are UTM parameters?
Three key parameters
source says where (instagram), medium says what kind of channel (social) and campaign says which campaign (black_friday). term and content are optional.
Reports in Google Analytics
In GA4, open Reports › Acquisition › Traffic acquisition to see visits and sales for each source, medium and campaign.
UTM naming rules
- Always use lowercase — Instagram and instagram show up as two different sources.
- Use dashes or underscores instead of spaces and keep names short.
- Don't add UTMs to internal links on your own site; it overwrites the real session source.
- Keep campaign names in a shared sheet so the whole team names things the same way.
FAQ
UTM questions
What is a UTM link?
A link with utm_source, utm_medium and utm_campaign parameters added so tools like Google Analytics record exactly where a visit came from.
Do UTM parameters hurt SEO?
No, as long as the page has a correct canonical tag — Google indexes the version without UTMs. Just don't use UTMs on internal links.
Where do I see UTM results?
In GA4 go to Reports › Acquisition › Traffic acquisition and choose the Session source / medium or Session campaign dimension.
Do I need UTMs for Google Ads?
Not if Google Ads is linked to GA4 with auto-tagging on. For Instagram, email, WhatsApp and other ads, always add UTMs.
My UTM link is too long — what can I do?
Shorten it with any link shortener. The parameters are kept when the short link opens.
Want to know which ads actually sell?
Bizdavar's digital marketing team runs Google Ads, Meta and LinkedIn campaigns with proper tracking and sales reporting.