UTM builder

What is a UTM, and why bother?

A UTM is a small tag added to the end of a link that tells Google Analytics where a visitor came from. Without it, a lot of traffic lands in a vague direct or referral bucket and you cannot tell which post, ad or email actually drove the sale. Tag your links and every click sorts itself into the right campaign automatically.

What each field means

Source is where the click came from, like instagram or google. Medium is the type of traffic, like social, cpc or email. Campaign is the specific push, like diwali_sale. Term and content are optional: term is usually the keyword or audience, and content lets you tell two versions of the same ad apart, like reel_a versus reel_b.

Naming rules that save headaches

Pick one style and stick to it. Keep everything lowercase, use underscores instead of spaces, and agree on a fixed word for each channel across the team. Analytics treats Facebook and facebook as two different sources, so consistency is the whole game.

Where the data shows up

In Google Analytics 4, tagged traffic appears under Traffic acquisition, split by source, medium and campaign. Once your links are tagged you can finally answer the question every founder asks: which channel is actually bringing buyers, not just clicks.