HOW-TO
What a UTM link is (and how to build one)
A UTM link is a normal web address with a few tags added to the end that tell Google Analytics exactly where a click came from. Post the same link in an email and on Instagram and you'll never know which one worked. Tag each one and you will.
4 MIN READ
6 STEPS
UPDATED AUG 17, 2026
STEP BY STEP
How to do it
01
Know the five tags
utm_source is where the click came from (google, facebook, newsletter). utm_medium is the type of channel (cpc for paid ads, email, social). utm_campaign is the specific promotion (spring-sale, grand-opening). Those three are required. utm_term is the keyword, mostly for paid search, and utm_content tells two versions of the same ad or link apart (blue-button, top-banner). Both are optional.
Goals → Summary
02
Open Google's Campaign URL Builder
Go to ga-dev-tools.google/campaign-url-builder and paste in the page you want people to land on.
ga-dev-tools.google/campaign-url-builder
03
Fill in the tags
Enter source, medium, and campaign, plus term or content if they're useful. The tool assembles the link. A finished one looks like this: https://www.example.com/offer?utm_source=facebook&utm_medium=social&utm_campaign=spring-sale&utm_content=video-ad
Tip. Keep a shared spreadsheet of every UTM link you create. It's the only way a whole team keeps the naming consistent.
04
Stick to a naming convention
All lowercase, hyphens instead of spaces, and the exact same spelling every time. Analytics treats facebook, Facebook, and FB as three different sources, which quietly splits your data.
Automatically without code → URL contains → /thank-you
05
Use it, then shorten it if people will see it
Paste the link into the ad, post, or email. If the long address will be visible, run it through a link shortener first.
Careful. Never put UTM links on your own website's internal links or menu. It restarts the visitor's session and wipes out the real record of how they found you.
06
Read the results
In Google Analytics go to Reports, Acquisition, Traffic acquisition, and switch the dimension to Session source / medium or Session campaign. Your tags show up there with sessions and key events for each.
Reports → Acquisition → Traffic acquisition
HOW TO KNOW IT WORKED
Click your own UTM link, then open Realtime in Google Analytics (or Traffic acquisition the next day) and look for your source, medium, and campaign values.
Steps reflect the platform as of August 17, 2026. Menus change; if something looks different, tell us and we will update this guide.
RELATED GUIDES
How to read your monthly marketing report
5 min read
→
How to set up conversion tracking
7 min read
→
How to add a user to Google Analytics
2 min read
→
BEFORE YOU START
Google Analytics installed on your website.
The page you want people to land on.
CATEGORY
Analytics & Tracking
TIME
About 4 min
STILL STUCK?
Send us a screenshot.
We will sort it.
Every question we get makes these guides better. If a step did not match what you saw, tell us and we will fix it for the next person.
