The UTM Link Builder

What are UTM Links?

UTM stands for Urchin Tracking Module. It is a concept used mainly in marketing analytics. The idea is that you pass on data in the form of query parameters in your url, so that platforms such as Google Analytics can read that data and attribute sessions to specific sources and campaigns.

Data points passed on to UTM Links

As you can see in the UTM Link builder, there are multiple values that can be filled out. Here is an overview of what you can use.

URL field

This is the base url that you enter in your campaign. For example: https://www.google.com/. Things to pay attention to:

• Check if your domain ends urls with a trailing slash or not. Otherwise you might end up with a redirect.
• Be sure you have the correct url for your campaign.
• Check if the url works and if you do not have any typos.

Source

Your source field tells you where the session came from. This should tie in with the platform people clicked the link from. Examples are LinkedIn, Facebook, Youtube, Reddit, etc.

Medium

A medium can be seen as a generalized category for your source. Common values for medium are social, cpc, email, display, etc.

Campaign Name

Name of a campaign. For example: Summer sale 2023. Common uses are product names or groupable campaign efforts (specific tradeshows, digital campaigns, etc.).

Campaign Id

Campaign identifier which can help you with reporting.

Source Platform

Used to indicate the responsible 360 platform for an analytics property. Example: Search Ads 360.

Content

What piece of content was used for the ad/material. Can be used to indicate it was a click on a video, image, piece of text, guest blog post, etc.

Term

Which keyword was used for the campaign. Often used in search ads.