What are UTM tags?
UTM tags are labels added to the end of a link, such as ?utm_source=facebook&utm_medium=social&utm_campaign=eid-sale. They do not change the page; they tell analytics tools like Google Analytics where a visitor came from. Without them, a click from a WhatsApp message or a printed QR code often shows up as “direct” traffic, and you cannot tell which campaign worked.
The five tags
- utm_source — who sent the visitor: facebook, google, newsletter.
- utm_medium — the kind of channel: social, cpc (paid search), email, qr.
- utm_campaign — your name for the campaign: eid-sale-2026.
- utm_term — optional, the paid keyword.
- utm_content — optional, to tell two links in the same campaign apart, such as two banners in one email.
How to use the UTM builder
- Paste the page address you want people to visit.
- Pick where you will share it to fill in source and medium, then name the campaign.
- Copy the link and use it in your post, ad, email or QR code. The last ten links you copied are kept in this browser.
Good habits
- Agree on names and stick to them: “facebook” and “Facebook” show up as two different sources.
- Use lower case and hyphens; the builder does this for you by default.
- Never add UTM tags to links between pages of your own site — they start a new visit and hide the original source.
Frequently asked questions
Where do I see UTM results in Google Analytics?
In GA4, open Reports → Acquisition → Traffic acquisition and choose “Session source / medium” or “Session campaign” as the dimension.
Do UTM tags affect SEO?
No. Search engines ignore them for ranking. Use them only on links you share outside your site, not in your own menus.
Can I shorten a UTM link?
Yes. The tags still work through a link shortener, because the short link redirects to the full address.