Fill in the fields below and the tagged URL assembles itself — special characters are encoded for you, and one click copies the result. Nothing you type is sent or stored.
UTM parameters are how your analytics tool knows a visit came from your Instagram bio link rather than “just” instagram.com. Without them, most social traffic lumps into generic referral or direct buckets; with them, every campaign answers for itself.
The page the click should land on. An existing query string is kept; UTM tags are appended after it.
Where the click comes from — e.g. instagram, newsletter, x. Maps to the utm_source parameter.
The channel type — e.g. social, email, cpc. Maps to the utm_medium parameter.
The specific push — e.g. spring-sale-2026. Maps to the utm_campaign parameter.
Paid-search keyword; rarely needed for social posts. Maps to the utm_term parameter.
Tells two links in one placement apart — e.g. bio-link vs story-link. Maps to the utm_content parameter.
Your tagged URL
Enter a destination URL and at least a campaign source to assemble the link.
Values are trimmed and percent-encoded automatically (a space becomes %20). Nothing you type here is sent or stored.
Guide
UTMs are five standard query parameters — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — that analytics tools (Google Analytics most famously) read off the end of a URL and turn into campaign reports. They change nothing about the page that loads; they only label the click.
The big three do most of the work: source says where the click came from (instagram, newsletter, x), medium says what kind of channel it was (social, email, cpc), and campaign names the specific push (spring-sale, launch-week). utm_term traditionally holds the paid-search keyword, and utm_content distinguishes two links in the same placement — say, your bio link versus a story link.
UTM reports rot for one reason: inconsistent naming. Analytics tools treat Instagram, instagram, and IG as three different sources, and your “one campaign” splinters into rows nobody can sum. The fix is boring discipline — lowercase everything, use hyphens instead of spaces, and keep a shared list of approved source and medium values.
A convention that works for most teams: source = the platform exactly as it brands itself, lowercased (instagram, tiktok, linkedin); medium = social for organic posts and paid-social for boosted ones; campaign = a short slug with the year or month when campaigns repeat (black-friday-2026). Decide once, write it down, and the builder above does the encoding part.
An organic Instagram bio link promoting a January sale: set the URL to your landing page, source to instagram, medium to social, campaign to january-sale-2026, and content to bio-link. The result tells you — months later — exactly which clicks that bio link drove, separate from your story links (content: story-link) pointing at the same page.
A newsletter button: source newsletter, medium email, campaign weekly-digest, content cta-button. When the same article is also shared on X with source x and medium social, your analytics shows the two channels side by side instead of one mystery spike. That comparison is the entire point of tagging.
UTM parameters are five standard tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) appended to a URL’s query string. Analytics tools read them to attribute the visit to a specific source, channel, and campaign. They don’t change the page — they only label the click.
utm_source is the minimum for analytics tools to register a tagged campaign, and source + medium + campaign is the convention worth treating as required — reports stay readable when all three are present. utm_term and utm_content are optional refinements.
Yes — analytics tools treat “Instagram” and “instagram” as different values, which splits one campaign into multiple report rows. Lowercase everything and use hyphens instead of spaces; the builder encodes any character that isn’t URL-safe.
Not when used as intended — on links you share externally (social posts, emails, ads). Avoid UTMs on your site’s internal links: they can create duplicate-URL noise and reset the visitor’s session attribution. Canonical tags mitigate the duplicate-URL side, but internal tagging still muddies your data.
You can — link shorteners preserve the parameters through the redirect, and a short link looks cleaner where the URL is visible. The tags still arrive at your analytics tool intact. Just keep the full tagged URL somewhere you can audit, so you know what each short link carries.
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SocialKit publishes your tagged links to all 11 platforms from one calendar, so the campaign you just tagged actually ships on time.
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