How to use the UTM builder
- Paste your destination URL (the page you're sending people to).
- Set utm_source (where the traffic comes from, e.g. instagram), utm_medium (the channel type, e.g. social or cpc), and utm_campaign (the campaign name).
- Optionally add utm_term and utm_content to split keywords or creatives.
- Copy your link and use it in ads, bios, emails or posts.
The five UTM parameters
- utm_source — the referrer: instagram, tiktok, newsletter.
- utm_medium — the channel: social, cpc, email, affiliate.
- utm_campaign — the promotion: summer_launch, bf_2026.
- utm_term — paid keyword (optional).
- utm_content — which creative or link variant (optional).
A naming convention that stays clean
Lowercase everything, use underscores, and keep a shared key so your whole team tags links the same way. Consistency is what makes attribution trustworthy — and it pairs naturally with branded short links and a link-in-bio page for measuring clicks end to end.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags you add to a URL so analytics tools can attribute a visit to a specific source, medium and campaign. The five standard ones are utm_source, utm_medium, utm_campaign, utm_term and utm_content. They don't change where the link goes — they just label where the click came from.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the three you should always set — most analytics platforms expect them to report a campaign correctly. utm_term and utm_content are optional and used to differentiate keywords or specific creatives (for example two versions of the same ad).
What's the best way to format UTM values?
Keep them lowercase, use underscores or hyphens instead of spaces, and stay consistent — 'facebook' and 'Facebook' will show up as two different sources. Pick a naming convention (e.g. utm_source = the platform, utm_medium = the channel type like 'social' or 'cpc') and document it so your reporting stays clean.
Do UTM links work with link-in-bio and short links?
Yes. You can wrap a UTM-tagged URL in a branded short link or place it behind a link-in-bio button, and the parameters still pass through to your analytics. WhatWins includes trackable short links and a link-in-bio page so you can measure clicks without hand-building URLs every time.