How to Use the UTM Builder in useclick.io

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags you add to the end of URLs to track the effectiveness of your marketing campaigns. They help you understand exactly which channels, campaigns, and content are driving traffic, conversions, and revenue to your website.

When users click a UTM-tagged link, the parameters are sent to your analytics platform (Google Analytics, Plausible, Fathom, etc.), allowing you to see detailed attribution data for every visitor.

The URL above tells your analytics that this traffic came from Facebook, via a social media post, as part of your "spring_sale" campaign.

Why UTM Parameters Matter

The 5 UTM Parameters Explained

There are five standard UTM parameters, three required and two optional:

1. utm_source (Required)

Purpose: Identifies the specific source sending traffic (e.g., Google, Facebook, newsletter, blog)

Examples:

• utm_source=facebook - Traffic from Facebook
• utm_source=google - Traffic from Google Ads
• utm_source=newsletter - Traffic from email newsletter
• utm_source=twitter - Traffic from Twitter/X
• utm_source=linkedin - Traffic from LinkedIn

2. utm_medium (Required)

Purpose: Identifies the marketing medium or channel type (e.g., email, social, CPC, banner)

Examples:

• utm_medium=email - Email marketing
• utm_medium=social - Organic social media
• utm_medium=cpc - Cost-per-click advertising (paid)
• utm_medium=banner - Display advertising
• utm_medium=referral - Referral or affiliate traffic

3. utm_campaign (Required)

Purpose: Identifies the specific campaign name (e.g., spring_sale, product_launch, black_friday)

Examples:

• utm_campaign=spring_sale - Spring promotional campaign
• utm_campaign=product_launch - New product announcement
• utm_campaign=webinar_2025 - Webinar registration drive
• utm_campaign=ebook_download - Lead magnet campaign
• utm_campaign=retargeting_q1 - Retargeting campaign for Q1

4. utm_term (Optional)

Purpose: Identifies paid search keywords for Google Ads or other PPC platforms

Examples:

• utm_term=link+shortener - Tracking keyword "link shortener"
• utm_term=url+management - Tracking keyword "url management"
• utm_term=branded+links - Tracking keyword "branded links"

5. utm_content (Optional)

Purpose: Differentiates similar content or links within the same campaign (useful for A/B testing)

Examples:

• utm_content=header_cta - Link in header call-to-action
• utm_content=sidebar_banner - Link in sidebar banner
• utm_content=text_link - Text link in email body
• utm_content=button_blue - Blue button variant in A/B test
• utm_content=image_ad_v2 - Second version of image ad

How to Use the UTM Builder in UseClick

UseClick's built-in UTM Builder makes creating UTM-tagged links effortless:

Method 1: UTM Builder in Link Creation

1. Go to Dashboard → Links
2. Click "Create Link"
3. Paste your destination URL in the "Destination URL" field
4. Scroll down to the "UTM Parameters" section (available on Starter+ plans)
5. Fill in the UTM fields:
   • Campaign Source: e.g., "facebook"
   • Campaign Medium: e.g., "social"
   • Campaign Name: e.g., "spring_sale"
   • Campaign Term: (optional) e.g., "running+shoes"
   • Campaign Content: (optional) e.g., "ad_variant_a"
6. UseClick automatically appends UTM parameters to your destination URL
7. Click "Create Link"

Method 2: Edit Existing Links

1. Find an existing link in your dashboard
2. Click the three dots menu → "Edit"
3. Scroll to "UTM Parameters"
4. Add or modify UTM values
5. Click "Save Changes"

The short link remains the same, but the destination URL now includes UTM parameters.

Method 3: Free UTM Builder Tool

UseClick also offers a standalone free UTM builder tool for quick URL generation without creating a link.

Best Practices for UTM Naming Conventions

1. Consistency is Critical

UTM parameters are case-sensitive. utm_source=Facebook and utm_source=facebook are treated as different sources in analytics.

Recommendations:

• Use lowercase: Always use lowercase for consistency (e.g., "facebook", not "Facebook")
• Use underscores or hyphens: Separate words with underscores (e.g., "spring_sale") or hyphens (e.g., "spring-sale"), not spaces
• Avoid special characters: Stick to letters, numbers, underscores, and hyphens
• Create a naming guide: Document your team's UTM conventions in a shared spreadsheet

2. Be Descriptive but Concise

UTM parameters should be readable 6 months later without context.

Bad	Good	Why
utm_campaign=q1	utm_campaign=spring_sale_2025	Specific, includes timeframe
utm_source=fb	utm_source=facebook	Clear, not abbreviated
utm_content=1	utm_content=header_cta	Describes actual content
utm_medium=paid	utm_medium=cpc	Uses standard Google Analytics medium

3. Use Standard Medium Values

Google Analytics groups traffic by medium. Use standard values for better categorization:

Medium	Use Case	Example
organic	Organic search traffic (rarely manual)	SEO campaigns
cpc	Cost-per-click / paid search	Google Ads, Bing Ads
email	Email marketing	Newsletters, drip campaigns
social	Social media (organic posts)	Facebook, Twitter, LinkedIn posts
social-paid	Paid social advertising	Facebook Ads, LinkedIn Ads
referral	Referral or affiliate traffic	Partner sites, affiliate links
display	Display advertising	Banner ads, native ads
affiliate	Affiliate marketing	Affiliate partner campaigns

4. Create a UTM Tracking Spreadsheet

Maintain a master spreadsheet with all your UTM-tagged links:

• Columns: Date, Campaign Name, Source, Medium, Content, Full URL, Short Link, Notes
• Benefits: Prevents duplicate campaigns, ensures consistency, makes historical analysis easier
• Team Access: Share with marketing team to maintain naming standards

Common UTM Templates by Channel

Here are proven UTM templates for different marketing channels:

Email Marketing

Use Cases: Newsletter campaigns, drip sequences, promotional emails, transactional emails with marketing content

Facebook Ads

Use Cases: Facebook feed ads, story ads, carousel ads, video ads

Organic Social Media

Use Cases: Organic posts, bio links, tweet threads, LinkedIn articles

Google Ads

Note: Google Ads has auto-tagging, but manual UTMs give you additional control over naming.

YouTube Video Descriptions

Use Cases: Video descriptions, pinned comments, end screens

Podcast Show Notes

Use Cases: Podcast episode descriptions, sponsor mentions

Affiliate Partners

Use Cases: Affiliate links, partner referrals, influencer collaborations

Tracking UTM Performance in Analytics

Google Analytics 4 (GA4)

View UTM performance in GA4:

1. Go to Reports → Acquisition → Traffic Acquisition
2. Click the "Session source/medium" dropdown
3. Select "Session campaign" to see utm_campaign data
4. Add secondary dimensions for utm_source, utm_medium, utm_content
5. View metrics: Users, Sessions, Conversions, Revenue

Google Analytics Universal (UA)

View UTM performance in Universal Analytics:

1. Go to Acquisition → Campaigns → All Campaigns
2. See all campaigns sorted by traffic
3. Click a campaign to see source/medium breakdown
4. Add secondary dimension: "Ad Content" for utm_content tracking

UseClick Dashboard

UseClick shows click-level UTM data:

• Link Analytics: View which UTM-tagged links get the most clicks
• Geographic Data: See where UTM traffic originates
• Device Breakdown: Understand device usage per campaign
• Referrer Tracking: See which platforms drive clicks (even without UTMs)

Advanced UTM Strategies

1. Dynamic UTM Parameters

Use variables to automatically populate UTM parameters based on context:

Facebook Ads:

Google Ads:

2. Multi-Touch Attribution

Track the full customer journey by using unique UTM campaigns at each touchpoint:

• Awareness: utm_campaign=brand_awareness_q1
• Consideration: utm_campaign=webinar_registration
• Conversion: utm_campaign=free_trial_offer
• Retention: utm_campaign=upsell_premium

3. Cross-Platform Campaign Tracking

Use the same utm_campaign across platforms to measure total campaign impact:

Platform	Source	Medium	Campaign
Facebook	facebook	social-paid	spring_sale_2025
Google Ads	google	cpc	spring_sale_2025
Email	newsletter	email	spring_sale_2025

This allows you to see total "spring_sale_2025" performance across all channels.

4. A/B Testing with UTM Content

Test different creatives, headlines, or CTAs:

Variant	utm_content	Test Element
Control	headline_a	"Get Started Free"
Variant B	headline_b	"Try Risk-Free Today"
Variant C	headline_c	"Join 10,000+ Users"

Compare conversion rates in analytics to determine the winner.

Common Mistakes to Avoid

1. Inconsistent Naming

Problem: Using "facebook", "Facebook", and "fb" interchangeably creates three separate sources in analytics.

Solution: Create a naming guide and stick to it. Use lowercase consistently.

2. Not Using UTMs for Internal Links

Problem: Many marketers only use UTMs for external campaigns but not for tracking internal traffic (e.g., banner clicks within your site).

Solution: Use UTMs for internal promotions, email signatures, QR codes, and anywhere you want to track engagement.

3. Using Spaces Instead of Underscores

Problem: utm_campaign=spring sale becomes utm_campaign=spring%20sale in URLs (ugly and hard to read).

Solution: Always use underscores or hyphens: spring_sale or spring-sale.

4. Ignoring utm_content

Problem: Not using utm_content means you can't differentiate between multiple links in the same email or ad.

Solution: Always use utm_content for A/B testing and multi-link campaigns.

5. Not Documenting UTM Campaigns

Problem: Forgetting what utm_campaign=test123 means 6 months later.

Solution: Maintain a master spreadsheet with all campaigns, dates, and notes.

6. Using UTM Parameters on Internal Links

Problem: Adding UTM parameters to links within your own site can override original source data and mess up attribution.

Solution: Only use UTMs for external traffic sources. Use events or custom tracking for internal navigation.

Real-World UTM Examples

Example 1: SaaS Product Launch

Scenario: Launching a new feature across email, social, and paid ads.

Email Newsletter:

Twitter Organic:

Facebook Ads:

Example 2: E-commerce Black Friday Sale

Scenario: Black Friday campaign with multiple ad creatives and platforms.

Instagram Story Ad:

Google Shopping:

Example 3: Affiliate Marketing Campaign

Scenario: Working with multiple affiliate partners to promote your product.

Partner A:

Partner B:

Integration with Analytics Platforms

Google Analytics 4 (GA4)

GA4 automatically captures UTM parameters as campaign dimensions. No configuration needed—just add UTM parameters to your links and GA4 tracks them.

Custom Reports: Create custom reports combining UTM data with conversion events for detailed ROI analysis.

Plausible Analytics

Plausible is a privacy-friendly alternative to Google Analytics that also supports UTM tracking:

• View campaign sources in the "Sources" tab
• UTM parameters appear automatically in referrer data
• No cookie banners required (GDPR-compliant)

Matomo (formerly Piwik)

Matomo tracks UTM parameters as campaign variables:

• Navigate to Acquisition → Campaigns
• View campaign name, source, medium breakdown
• Self-hosted option for complete data ownership

HubSpot

HubSpot automatically associates UTM parameters with contact records:

• Original source data captured on first visit
• Latest source updates on subsequent visits
• Use in email personalization and segmentation

Frequently Asked Questions

General Questions

Do I need to use all 5 UTM parameters?

No. Only utm_source, utm_medium, and utm_campaign are required. utm_term and utm_content are optional but highly recommended for granular tracking.

Are UTM parameters case-sensitive?

Yes! utm_source=Facebook and utm_source=facebook are treated as different sources. Always use consistent casing (preferably lowercase).

Can I edit UTM parameters after creating a link?

Yes, in UseClick you can edit UTM parameters anytime. The short link stays the same, but the destination URL with UTMs updates immediately.

Do UTM parameters affect SEO?

No. UTM parameters don't impact SEO rankings. Google ignores UTM parameters when indexing pages. However, use canonical tags if you're concerned about duplicate content.

Which analytics platforms support UTM tracking?

All major platforms: Google Analytics (GA4 and Universal), Adobe Analytics, Matomo, Plausible, Fathom, HubSpot, Mixpanel, and most marketing analytics tools.

Technical Questions

What's the maximum length for UTM parameters?

There's no official limit, but keep parameters under 50 characters for readability. Very long URLs can be truncated in some systems.

Can I use UTM parameters with redirect links?

Yes! UseClick preserves UTM parameters through redirects. The short link redirects to your destination URL with all UTM parameters intact.

How do I track UTM performance in real-time?

Use Google Analytics Real-Time reports. Go to Real-Time → Overview and add campaign dimensions to see live UTM traffic.

Can I use UTM parameters with QR codes?

Absolutely! Create a UTM-tagged link in UseClick, then generate a QR code for it. When scanned, the QR code tracks the campaign source.

Do UTM parameters work with mobile apps?

Yes, if your app is configured to capture URL parameters. UTM data can be passed to mobile analytics platforms like Firebase, Amplitude, or Mixpanel.

Best Practices Questions

Should I use UTMs for internal links?

Generally no. UTMs on internal links can override original source attribution. Only use UTMs for external traffic sources (social, email, ads).

How do I prevent UTM parameter conflicts?

Maintain a UTM tracking spreadsheet and establish naming conventions. UseClick's UTM builder prevents duplicate or malformed parameters.

Can I track influencer campaigns with UTMs?

Yes! Use utm_source=influencer_name, utm_medium=influencer, and utm_campaign=influencer_campaign_2025. Each influencer gets a unique source tag.

What's the difference between utm_source and utm_medium?

utm_source is the specific platform (e.g., "facebook"), while utm_medium is the channel type (e.g., "social-paid"). Think: source = where, medium = how.

UTM Parameters by Plan

Feature	Free	Starter	Growth	Pro	Business
UTM Builder	✗	✓	✓	✓	✓
UTM Parameter Support	Manual only	All 5 parameters	All 5 parameters	All 5 parameters	All 5 parameters
Bulk UTM Creation	✗	✗	✓	✓	✓
UTM Templates	✗	✗	✗	✓	✓
Free UTM Builder Tool	✓	✓	✓	✓	✓

Next Steps

Now that you understand UTM parameters, explore these related features:

• Organize links with Campaigns to group related UTM-tagged links
• Set up geo-targeting to send different campaigns to different regions
• Use A/B testing to optimize utm_content variations
• Try the free UTM builder to generate UTM links without signing up
• Explore the API for programmatic UTM link creation

Start tracking your marketing campaigns with precision—use UTM parameters to understand what's working and what's not!