Free Marketing Resource

Know exactly where every
visitor comes from

UTM parameters are small tags added to your URLs. When someone clicks your link, analytics tools capture those tags and show you exactly which campaign, channel, and content drove that visit.

Works with Google Analytics, Mixpanel & more Industry-standard — every major brand uses it UTM builder tool on Pro & Business plans
Example UTM-tagged URL
https://yoursite.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-2025
utm_source newsletter Required
utm_medium email Required
utm_campaign spring-2025 Required
utm_content header-cta Optional
How it works

Three steps to full attribution

UTM tracking happens automatically. You add the tags once, and every analytics tool does the rest.

1
Tag your URL
Add UTM parameters to any destination URL — for an email, ad, social post, or banner.
2
Share the link
Use the tagged URL in your campaign. Optionally shorten it with TinyZy so it looks clean.
3
Visitor clicks
Your analytics platform reads the UTM tags and stores them with the session data.
4
See attribution
Your dashboard shows exactly which campaign drove signups, revenue, and engagement.
Why marketers use it

Stop guessing, start knowing

UTM tracking turns "our newsletter drove some traffic" into "newsletter drove 340 signups at $2.10 cost-per-acquisition."

Prove ROI on every channel
Tie every sale or signup back to the exact campaign that drove it — email, paid, social, or organic.
A/B test creatives & copy
Tag both ad variants differently. See which headline, image, or CTA wins in real numbers — not gut feel.
Track performance over time
Consistent UTM naming lets you compare this quarter vs. last at a glance — without messy data cleanup.
Works with any analytics tool
GA4, Mixpanel, Amplitude, HubSpot, Kissmetrics — every major platform reads UTM parameters out of the box.
Align marketing & data teams
A shared UTM naming convention means everyone works from the same numbers — no more "my dashboard says something different."
Attribute multi-touch journeys
See the full path a customer took — from the first ad they clicked to the email that finally converted them.
The five parameters

What each UTM tag means

Three are required for clean attribution. Two optional tags add powerful granularity for advanced campaigns.

Requiredutm_source
Campaign Source
Identifies who is sending traffic. This is the referring site, tool, or platform.
e.g. google, newsletter, facebook, linkedin
Requiredutm_medium
Campaign Medium
The marketing channel or delivery method — how users are arriving at your site.
e.g. cpc, email, social, banner, organic
Requiredutm_campaign
Campaign Name
The specific marketing initiative. Use lowercase slugs for consistency across your team.
e.g. spring-sale-2025, product-launch-v2
Optionalutm_term
Campaign Term
The paid keyword that triggered the ad. Used primarily for paid search campaigns.
e.g. running+shoes, buy+now, best+crm
Optionalutm_content
Campaign Content
Differentiates ads or links pointing to the same URL. Great for A/B tests or creative variants.
e.g. logo-link, sidebar-banner, hero-cta-v2
Pro tip — naming convention
Always use lowercase and hyphens. utm_source=Facebook and utm_source=facebook appear as two different sources in your analytics. Agree on a naming guide with your team before you start — it's much harder to fix inconsistent historical data than to get it right from day one.

UTM Campaign Builder Tool

Build, preview, and copy UTM-tagged URLs instantly — then shorten them with TinyZy in one click. Available on Pro and Business plans.

Free — Info only Pro — Full access Business — Full access
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