UTM builder

UTM parameters are tags you add to the end of a link so your analytics knows where a visit came from. When someone clicks yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=october, the visit is credited to that newsletter instead of showing up as “direct”.

• utm_source — who sends the traffic (google, facebook, newsletter).
• utm_medium — the kind of channel (cpc, email, social, referral).
• utm_campaign — the specific initiative (black-friday, launch-v2).
• utm_term and utm_content — optional: paid keyword and which ad or link variation.

1. Always lowercase. Most tools are case-sensitive, so “Facebook” and “facebook” split into two rows.
2. Hyphens instead of spaces. “black friday” turns into “black+friday” or “black%20friday” depending on who builds the link.
3. Agree on a short list of mediums (cpc, email, social, paid_social, referral) and reuse it.
4. Never tag internal links. A UTM on a link inside your own site starts a new “visit” and erases the original source.

Tagging links tells you which campaign brought people in. The question that matters is which one brought people who converted. Analisa breaks down goals and funnels by utm_source, utm_medium and utm_campaign, so you see revenue-driving channels — not just traffic-driving ones. No cookies, and no consent banner needed for the analytics (how that works).

Before you scale a winning campaign, check how many visitors you need to prove it with the A/B test sample size calculator.