Tag a link and see where visits come from.
Paste the page you want to link to, choose where the link will be placed, and copy a tagged address. Google Analytics then shows which bio, listing, email or poster sent each visit. It is made in your browser, so nothing you type reaches a server.
A tagged link that shows in Google Analytics which place sent each visit.
Your links stay on this page. We never see them.
The tool
What the three UTM tags mean
UTM tags are short labels added to the end of a link. When someone clicks it, Google Analytics reads the labels and shows which source, medium and campaign sent the visit.
| Tag | Answers | Example |
|---|---|---|
| utm_source | Where the link was placed | instagram, newsletter, goodfirms |
| utm_medium | What kind of place it is | social, email, referral |
| utm_campaign | Which effort it belongs to | diwali-offer, bio, counter-card |
Keep one spelling
Reports treat Instagram and instagram as two sources. This tool changes names to lower case with hyphens so every link matches.
Tag links that arrive from outside
Do not tag links between pages of your own website. It ends the visit in your reports and starts a new one.
Names for the medium such as social, email, cpc and referral are ones Google Analytics 4 uses to group visits into channels, so they are safe choices.
Before you use it.
Tag only what arrives from outside
Use a tagged link in a bio, a listing, an email or a printed code. Do not tag links between pages of your own site.
One spelling, always
Use the same names every time. The tool turns Instagram into instagram so your reports do not split one source into two.
Name the campaign for the effort
A short name such as diwali-offer or counter-card tells you later what the link was for, and lets you compare one effort with another.
Check it opens the right page
Paste the finished link into your browser and look. Then look in your analytics a day later to see the visit arrive with its labels.
Use this next
About this tool.
Something we haven’t covered? Ask us.
What is a UTM link?
A UTM link is a normal web address with short labels added at the end: source, medium and campaign. When someone clicks it, Google Analytics reads the labels and shows which place sent the visit.
What do utm_source, utm_medium and utm_campaign mean?
Source is where the link sits, such as instagram or a newsletter. Medium is the kind of place, such as social, email or referral. Campaign is the name of the effort, such as diwali-offer.
How do I make a UTM link?
Paste the page address, choose where the link will go or type the three names, and copy the result. The tool adds the tags, keeps any other parts of the address, and tidies the names.
Should I use capital letters in UTM tags?
Use lower case. Reports treat Instagram and instagram as two different sources, which splits your numbers. This tool changes every name to lower case with hyphens.
Do I need UTM tags for links on my own website?
No. Tag links that bring people from somewhere else, such as a bio, an email or a listing. Tagging links between your own pages can restart the visit in your reports.
Where do I see UTM results in Google Analytics 4?
In Google Analytics 4, open the Reports section and look at the traffic acquisition report, where visits are grouped by channel, source and medium. You can add campaign as another column.
Is it safe to put UTM tags on every link I share?
It is safe for links that point to your own website. Do not add them to links that go to another person's website, because they may not use them and the link looks messier.
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