What are UTM links and how to use them for campaign tracking?
Learn the secrets of tracking marketing campaigns using UTM parameters. Discover how to measure campaign effectiveness and optimize your advertising budget.
In internet marketing, measuring campaign effectiveness is fundamental. Thanks to UTM links, you'll learn where users came from, which actions work best, and how to optimize your advertising budget.
What are UTM links?
UTM (Urchin Tracking Module) is a set of parameters added to a URL link. They help analytical tools (e.g., Google Analytics) identify the source and context of a user's visit.
"UTM is the key to understanding which marketing campaigns bring the best results."
UTM link example
Here's what a link with UTM parameters looks like:
https://qtag.pl/offer?utm_source=facebook&utm_medium=social&utm_campaign=spring2025Each parameter has its meaning and helps analyze campaign effectiveness.
Parameter description
| Parameter | Required | Description |
|---|---|---|
| utm_source | ✅ Yes | Source – e.g., google, facebook, newsletter |
| utm_medium | ✅ Yes | Medium – e.g., email, cpc, social |
| utm_campaign | ✅ Yes | Campaign name – e.g., blackfriday2025 |
| utm_term | ❌ No | Keyword (mainly in PPC) |
| utm_content | ❌ No | Ad/link version – e.g., banner_top |
How to create a UTM link?
- Take a URL, e.g.,
https://qtag.pl/offer - Add a question mark
?and parameters - Separate them with
& - Done!
The best solution is to use our UTM Generator, which automatically creates properly formatted links.
Benefits
- Precise tracking of campaign effectiveness
- Better reporting in Google Analytics
- Ability to test different ad versions
- Budget optimization for advertising
- ROI analysis of individual channels
What to avoid?
- Don't use UTM in internal links
- Use lowercase and consistent naming
- Avoid spaces and special characters in parameters
- Don't duplicate parameters in one link
- Test links before publishing
Tools
- Campaign URL Builder from Google
- UTM Generator from QTAG
- Bitly with UTM functionality
- Google Analytics for result analysis
Our UTM Generator is a free tool that will help you quickly create links with UTM parameters.
Summary
UTM links are a powerful tool in the hands of marketers. They allow precise tracking of campaign effectiveness and optimization of marketing activities.
- Always use UTM in external campaigns
- Apply consistent naming conventions
- Regularly analyze results in Google Analytics
- Test different link versions
Start today – track your campaign effectiveness with our UTM Generator!
About the Author
Author: Michał
Digital marketing expert with a passion for analytics and optimization. Specializes in marketing process automation and using data for business decision-making. Creator of the QTAG platform, which combines ease of use with advanced analytical capabilities.