Build properly formatted UTM links for Google Analytics, Meta Ads, email campaigns, and every other channel. Track what actually works.
| utm_source | — |
| utm_medium | — |
| utm_campaign | — |
| utm_term | — |
| utm_content | — |
A UTM link is a normal URL with extra parameters added at the end. These parameters tell Google Analytics — and any other analytics tool — exactly where the traffic came from.
Without UTM tracking, every visitor from Instagram, Facebook, and email looks the same in analytics. You can't tell which channel is actually driving revenue.
With UTM links: You know exactly which Instagram reel, which email, which ad, and which keyword drove each sale. That's how you make decisions based on data instead of guesses.
| Parameter | Purpose | Example |
|---|---|---|
| utm_source * | Where the traffic comes from | facebook, google, newsletter |
| utm_medium * | The type of channel | cpc, email, social, organic |
| utm_campaign * | Specific campaign name | oct_2025_launch |
| utm_term | Paid search keyword | amazon_ppc_course |
| utm_content | Differentiates ads or links | blue_button, video_ad |
💡 Pro Tip: Always use lowercase for UTM parameters. Google Analytics treats "Facebook" and "facebook" as two different sources. Consistency is key.
Inconsistent UTM naming is one of the most common analytics mistakes. Here's a simple system I use:
❌ Bad Naming:
oct_promo, OctoberPromo, oct-promo, OctPromo
→ Creates 4 separate campaigns in GA
✅ Good Naming:
oct_2025_promo
→ Consistent, lowercase, dated
My formula for campaigns:
[month]_[year]_[platform]_[objective]
Example: oct_2025_meta_sales
❌ Inconsistent casing: Facebook, facebook, FACEBOOK all become separate sources.
❌ Spaces in parameters: "utm_campaign=oct promo" — spaces break URLs. Use underscores.
❌ UTM on internal links: Adding UTMs to internal site links overwrites the original source. Never use UTM on links within your own website.
❌ Missing utm_source for email: Email without UTM shows up as "direct" traffic. Always tag your email links.
❌ Same UTM for different campaigns: Two different campaigns with the same utm_campaign get merged in reports.
If you're spending money on ads but can't tell which channel is actually profitable — that's a tracking problem. Let's fix it.