URLTO GUIDE
UTM parameters are labels for traffic.
UTM parameters add campaign context to a URL so analytics tools can tell where a visit came from and which campaign produced it.
The core three
- utm_source: the source — google, instagram, newsletter
- utm_medium: the channel method — cpc, social, email
- utm_campaign: the campaign name — fall_sale, product_launch
Optional fields
- utm_term: often used for paid-search keywords
- utm_content: distinguishes creatives, buttons, placements, or variants
Consistency matters more than complexity
Values such as Google, google, and GOOGLE can be reported separately. Pick a naming convention—often lowercase with underscores—and keep it consistent across campaigns.
The URLTO workflow
Build the campaign URL in the UTM Builder and shorten it immediately. The long tracking parameters stay in the destination while the short link gets its own lightweight click analytics.