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UTM Builder

Build URLs for your marketing campaigns

Thanks to links with UTM tags you are able to see data about Facebook and Google Ads campaigns performance in Google Analytics. You can also analyze traffic coming from referral and SEO backlinks.

Your tagged link

What is UTM tracking code?

UTM parameters are attached at the end of a link that points to your website, to help you easily track performance of any ad or affiliate campaign. There are five of these parameters, each covering different data segment.

  • utm_source — the source of your traffic, e.g. google, email, facebook, bing
  • utm_medium — the medium that has been used for your source. E.g. if the utm_source is email, utm_medium could be “newsletter”. For Pay-Per-Click (PPC) campaigns on Google or Facebook we would use utm_medium=CPC, etc.
  • utm_campaign — a name of your campaign, e.g. 50percentoff, 01-facebook-ads-usa,monthly-newsletter-2019-05, you-decide-campaign-name
  • utm_content — content variant you are showing with your link. For a given campaign, you may want to serve different types of content. Utm_content identifies which type has been served to the user, so you can analyze its performance later on. Some examples: “spring-clothes-2018-variant-a” and “spring-clothes-2018-variant-b”.
  • utm_term — best practice is to use keywords, if necessary

Required parameter: utm_source. Best practice: utm_source, utm_medium, utm_campaign.

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How do I create an UTM code?

There are two ways. The easier one is to use our UTM builder, which will generate a ready-to-use URL based on your preferences. The second way is to create the tracking URL manually, by adding each UTM parameter at the end of your link, attached with “?” symbol after the main part of your URL, followed by “&” symbol between all parameters.

A properly tagged URL would then look like this:


How can I use UTM to track Facebook Ads campaigns?

If you are running paid ad campaigns, the best practice is to use utm_source as facebook, utm_medium as CPC. For utm_term we recommend describing the name of an Adgroup targeting with a few descriptive words, e.g.. “20-35-interested-in-cars”. utm_content could be your ad variant. If you are running a/b tests with your ads, you might want to see which version performed better. The best option is to generate two links with different utm_content for each ad in the same ad group or campaign.

Can I track Google Ads campaigns?

You can, but you don’t have to use UTMs to see Google Ads performance in your Google Analytics tracking property. You can link both accounts to send data with a gclid parameter of the ad. This will allow you to make an internal link between click and session automatically and import everything both ways without any additional setup. It is easier, more convenient and accurate than using UTM for Google Ads tracking.

Are UTM codes case-sensitive?

Yes, they are case sensitive - best practice is to use small case and be consistent with your naming scheme. You can use our tool to switch between lowercase and uppercase on the fly. In addition, we also implemented an option to remove spaces and swap them with a dash.

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