What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs that help you track the effectiveness of your marketing campaigns. They tell analytics tools like Google Analytics where your traffic is coming from.
Standard UTM Parameters
utm_source
Identifies where traffic is coming from (e.g., google, newsletter, twitter)
utm_source=twitterutm_medium
Identifies the marketing medium (e.g., email, social, cpc, banner)
utm_medium=socialutm_campaign
Identifies the specific campaign (e.g., summer_sale, product_launch)
utm_campaign=summer_saleutm_term (optional)
Identifies paid search keywords
utm_term=running+shoesutm_content (optional)
Differentiates similar content or links (useful for A/B testing)
utm_content=header_linkUsing the UTM Builder
Pro users have access to Shortn's built-in UTM builder:
- Navigate to your link details page
- Find the UTM Builder section
- Fill in the UTM parameters
- Click "Generate UTM Link"
- Copy and share the UTM-tagged short link
The builder automatically formats parameters correctly and creates a new short link with the UTM tags applied.
Example Use Cases
Social Media Campaign
Track which social platform drives the most traffic:
utm_source=facebook&utm_medium=social&utm_campaign=product_launchEmail Newsletter
Measure email campaign effectiveness:
utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digestPaid Advertising
Track ROI on paid ads:
utm_source=google&utm_medium=cpc&utm_campaign=fall_sale&utm_term=winter+coatsBest Practices
- Be consistent: Use the same naming conventions across all campaigns
- Use lowercase: UTM parameters are case-sensitive (utm_source=Twitter vs utm_source=twitter)
- Be descriptive: Clear names help you understand reports later
- Avoid spaces: Use underscores or hyphens instead (summer_sale, not summer sale)
- Document your strategy: Keep a reference of your UTM naming conventions
Viewing UTM Data
While Shortn creates UTM-tagged links, the actual tracking happens in your analytics platform (like Google Analytics). UTM parameters help you:
- Compare performance across channels
- Measure campaign ROI
- Identify your best traffic sources
- Optimize marketing spend
Check your Google Analytics or analytics platform to see the full UTM data for each visit.