What are UTM parameters?

UTM parameters are pieces of text appended to a URL to tell an analytics tool where a visitor came from. They do not change the page that opens — it stays the same — and act purely as a label your traffic report can read.

What is the difference between source, medium and campaign?

Source names the platform the link sits on, such as instagram or youtube. Medium names the kind of channel, such as social, email or cpc for paid ads. Campaign names the specific activity, such as a product launch or a promotion.

Do UTM parameters hurt SEO?

Not when your pages carry a correct canonical tag, which tells search engines every tagged variant refers to one page. What to avoid is using tagged links as internal links within your own site, since that scrambles session reporting for no benefit.

Planning

UTM Link Builder

Enter a destination address and your campaign details to get a trackable, tagged link.

Destination address

utm_source * utm_medium * utm_campaign * utm_content utm_term

What this is

A UTM link builder appends a handful of parameters to a URL so an analytics tool can tell where visitors came from. Without them, social traffic tends to collapse into one undifferentiated row, and you cannot tell whether someone arrived from an Instagram bio, a video description or an email. With UTMs, each channel becomes its own line in the report.

How it works

Three parameters are mandatory in practice: source names the platform, medium names the kind of channel, and campaign names the specific activity. The other two — term and content — separate variants within one campaign, such as two different links in the same post.

Consistent spelling matters more than which words you pick. Analytics treats Instagram and instagram as two different sources, splitting your traffic in half for no reason. This tool lowercases every value and replaces spaces with hyphens, because that is the mistake that most often ruins a report.

UTM parameters are visible to anyone who opens the link, so do not put anything in them you would not want read. Internal campaign names mentioning budgets or client names have caused real embarrassment for exactly this reason.

How to use it

Enter the destination address The address of the page you are sending people to.
Fill in source, medium and campaign All three matter in practice. Shortcuts are provided for the common channels.
Copy the link Use the tagged link in that channel, not the untagged original.

Common questions

What are UTM parameters?: UTM parameters are pieces of text appended to a URL to tell an analytics tool where a visitor came from. They do not change the page that opens — it stays the same — and act purely as a label your traffic report can read.
What is the difference between source, medium and campaign?: Source names the platform the link sits on, such as instagram or youtube. Medium names the kind of channel, such as social, email or cpc for paid ads. Campaign names the specific activity, such as a product launch or a promotion.
Do UTM parameters hurt SEO?: Not when your pages carry a correct canonical tag, which tells search engines every tagged variant refers to one page. What to avoid is using tagged links as internal links within your own site, since that scrambles session reporting for no benefit.

Notes

Links are assembled in your browser and sent nowhere.
UTM parameters are publicly visible — keep internal information out of them.