UTM link builder
Without tags, most social traffic lands in analytics as 'direct' — because in-app browsers drop the referrer — and a month of work looks like nothing happened. This tags the link so the visit is attributed correctly.
Where the traffic comes from. The network name.
The channel type. Usually 'social' for a post, 'cpc' for an ad.
What this link belongs to. Keep the spelling consistent or it splits into two rows in your reports.
Which link, when one campaign has several.
Paid keyword. Rarely used for social.
Enter a link above.
A convention worth keeping
Pick one spelling per source and never deviate. instagram, not Instagram or IG or insta. Analytics tools do not know those are the same thing, and by the time you notice, three months of data is split across four rows and cannot be merged retroactively.
Questions
Why does social traffic show up as 'direct' in analytics?+
Because most apps open links in an in-app browser that drops the referrer. Without UTM parameters the visit arrives anonymous, and a month of Instagram work looks like people typing your URL from memory.
Which parameters do I actually need?+
Source and medium. Campaign if you are running something with a start and an end. Content and term are for cases where one campaign has several links — most social posts do not need them.
Why is everything lowercased?+
Because analytics tools treat Instagram and instagram as two different sources, and you end up reading one number split across two rows. Lowercasing everything is the simplest way to never have that argument.
Do UTM tags hurt how a link looks in a post?+
They make it longer and uglier, which matters where the URL is visible. Most networks shorten or hide the display URL, and a link-in-bio page is a good place to hide the tagging entirely.
Other free tools
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