Tag your marketing links with standardized UTM parameters so Google Analytics and Fetch.click capture every click, conversion, and ad channel with precision.
Think of UTM tags like digital luggage tags attached to your website link. When someone clicks your link in an email, a Facebook ad, or an influencer post, these tiny text tags tell your analytics dashboard exactly where that visitor arrived from and which promotion caught their eye—without changing what they see on your page.
The destination landing page on your website where visitors should arrive.
Tip: Pasting a URL that already has UTM parameters will automatically populate the fields below.Where is the visitor coming from? Identify the platform, site, or publication.
How does the link reach the visitor? The marketing or delivery channel.
Which marketing initiative, sale, or event is this for?
Differentiate links or ad creatives pointing to the same URL (e.g. hero_btn vs footer_link).
Paid keyword or targeting term for search ads.
How each component fits together to form a complete, trackable web address.
The secure transfer protocol that loads your encrypted website.
Your brand's website address or target landing page host.
The specific subfolder or product page being advertised.
Tells browsers and analytics tools where tracking parameters begin.
Key-value pairs separated by ampersands (&) carrying attribution data.
Avoid common pitfalls that ruin analytics reports and fragment attribution data.
Google Analytics 4 is case-sensitive. If you tag one link with Facebook and another with facebook, they will appear as two separate lines in your reports.
Spaces in URLs turn into messy %20 strings that can break when pasted into social media or SMS. Use clean hyphens (-) or underscores (_) instead.
Only use UTM parameters on external links driving traffic into your site. Tagging links between pages on your own website overrides and resets the visitor's original referrer.
A full UTM link can stretch beyond 150 characters. Shorten your link with Fetch.click to keep social posts, emails, and SMS clean while preserving all tracking.
Direct answers about UTM parameters, naming conventions, and campaign attribution.
utm_source (where traffic originates, like Google or Facebook), utm_medium (the marketing channel, like cpc or email), and utm_campaign (the campaign name, such as summer_sale). The other two parameters, utm_content and utm_term, are optional for testing ad variations and tracking paid search keywords.
google, facebook, substack, linkedin). Think of Medium as the transmission mechanism or channel (e.g. cpc for paid ads, social for organic posts, email for newsletters, or referral for partner links).
?id=123) and seamlessly joins your new UTM parameters using ampersands (&) rather than breaking the URL with a second question mark.