How to Build UTM Links to Track Your Campaigns
Learn what UTM parameters are, how to name them consistently, and how to see which post, ad or email brings visitors.
When you share a link on Facebook, WhatsApp, email and an ad, how do you know which one brought visitors? UTM parameters solve it. The free UTM Link Builder adds them to your link correctly.
Quick answer
Add three required parameters to the end of your page address: utm_source, utm_medium and utm_campaign. Analytics tools then report each source separately.
The UTM Link Builder tool on shobfree.com, ready to use in your browser.
The parameters
| Parameter | Meaning | Example |
|---|---|---|
| utm_source | Where the visitor came from | facebook, newsletter |
| utm_medium | The type of channel | social, email, cpc |
| utm_campaign | The campaign name | eid-sale |
| utm_term | Paid keyword (optional) | pdf tools |
| utm_content | Which version of an ad (optional) | blue-button |
A complete example
https://example.com/offer?utm_source=facebook&utm_medium=social&utm_campaign=eid-sale
Naming rules that save you later
- Use lower case only. "Facebook" and "facebook" are counted separately.
- Use hyphens instead of spaces.
- Keep a shared list so everyone uses the same names.
- Keep campaign names short and dated if needed, such as
eid-sale-2026.
When not to use UTM
- Never put UTM parameters on links inside your own website. It breaks the original source of the visit.
- Do not use them on private information, since the link is visible.
Finding results
In Google Analytics, open the acquisition reports and look at source, medium and campaign. Compare visits and conversions for each.
A naming plan for a small business
Agree on a short list. For source use facebook, instagram, whatsapp, newsletter, google. For medium use social, email, cpc, referral. For campaigns use a month and name, such as 2026-10-puja-offer. Write the list in a shared sheet so that your team and your agency use identical words.
Reading the report
In the analytics acquisition view, group by source and medium to see where visits come from, then add the campaign to see which offer worked. Compare not only visits but also what visitors did next, such as filling a form or buying. A source with fewer visits but more orders may deserve more budget.
A worked campaign
A shop shares an Eid offer on Facebook, WhatsApp and email. The links use utm_source=facebook, whatsapp and newsletter, utm_medium=social, social and email, and the same utm_campaign=eid-offer-2026. After a week the report shows which channel produced the orders, and the shop moves its budget to the best one.
Privacy and clarity
UTM parameters are visible in the address. Do not put names, emails or any personal data in them, and use short, neutral words.
Sources and further reading
- Google Analytics Help describes campaign URL parameters and how they appear in reports.
Frequently asked questions
Do UTM links hurt SEO? Not if your pages have a canonical tag pointing to the clean address.
Can I shorten the link? Yes. A link shortener works well for posts and printed material.
Can I use UTM links in a QR code? Yes. Put the tracked link in the code to measure scans from printed material.
Next step
Build a tracked link in the UTM Link Builder. Use the QR Code Generator for printed material.
