UTM Parameters

UTM parameters allow you to track the effectiveness of your marketing campaigns by tagging links with campaign information.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are query string parameters added to URLs to track traffic sources in analytics tools.

Example:

https://example.com/product?utm_source=instagram&utm_medium=social&utm_campaign=spring-sale

When a user clicks this link, your analytics know:

Traffic came from Instagram
It was a social media campaign
Part of the "spring-sale" campaign

The 5 UTM Parameters

1. utm_source (Required)

What: Identifies the traffic source (where the traffic comes from).

Examples:

instagram - Instagram
google - Google Search/Ads
newsletter - Email newsletter
facebook - Facebook

Usage:

{
  "utmParameters": {
    "utm_source": "instagram"
  }
}

2. utm_medium (Required)

What: Identifies the marketing medium (type of traffic).

Common Values:

social - Social media
email - Email marketing
cpc - Cost-per-click (paid ads)
organic - Organic search
referral - Referral traffic
display - Display advertising
affiliate - Affiliate marketing

Usage:

{
  "utmParameters": {
    "utm_source": "instagram",
    "utm_medium": "social"
  }
}

3. utm_campaign (Required)

What: Identifies the specific campaign.

Examples:

spring-sale-2024 - Spring sale campaign
product-launch - Product launch
black-friday - Black Friday promotion
back-to-school - Back to school campaign

Usage:

{
  "utmParameters": {
    "utm_source": "instagram",
    "utm_medium": "social",
    "utm_campaign": "spring-sale-2024"
  }
}

4. utm_term (Optional)

What: Identifies paid search keywords.

Use For:

Google Ads keywords
Bing Ads keywords
Paid search terms

Examples:

wireless+headphones - Keyword bid
running+shoes - Product keyword
best+phone - Search term

Usage:

{
  "utmParameters": {
    "utm_source": "google",
    "utm_medium": "cpc",
    "utm_campaign": "product-ads",
    "utm_term": "wireless+headphones"
  }
}

Note: Not useful for social media or email campaigns.

5. utm_content (Optional)

What: Differentiates similar content or links within the same campaign.

Use For:

A/B testing ad variants
Multiple links in same email
Different creatives

Examples:

banner-ad vs text-ad
header-link vs footer-link
red-button vs blue-button
video-1 vs video-2

Usage:

{
  "utmParameters": {
    "utm_source": "facebook",
    "utm_medium": "cpc",
    "utm_campaign": "summer-2024",
    "utm_content": "carousel-ad-1"
  }
}

UTM Best Practices

1. Use Consistent Naming

✅ Good - Consistent:

utm_source=instagram
utm_source=facebook
utm_source=twitter

❌ Bad - Inconsistent:

utm_source=Instagram
utm_source=FB
utm_source=twitter.com

Rules:

Always lowercase
Use hyphens instead of spaces
Be specific but concise
Don't use special characters

2. Create a Naming Convention

Document your UTM structure:

// UTM Naming Convention
const UTM_CONVENTION = {
  source: {
    format: 'platform-name',
    examples: ['instagram', 'facebook', 'google', 'newsletter']
  },
  medium: {
    format: 'channel-type',
    examples: ['social', 'email', 'cpc', 'organic', 'referral']
  },
  campaign: {
    format: 'campaign-name-year',
    examples: ['spring-sale-2024', 'product-launch-q1', 'black-friday-2024']
  },
  term: {
    format: 'keyword-phrase',
    examples: ['wireless+headphones', 'running+shoes']
  },
  content: {
    format: 'variant-identifier',
    examples: ['carousel-ad-1', 'video-ad-2', 'banner-top']
  }
};

3. Source Examples by Platform

Platform	utm_source	utm_medium
Instagram	instagram	social
Facebook	facebook	social or cpc
Twitter	twitter	social
TikTok	tiktok	social
LinkedIn	linkedin	social or cpc
YouTube	youtube	video or cpc
Google Ads	google	cpc
Google Organic	google	organic
Email Newsletter	newsletter	email
Mailchimp	mailchimp	email
SMS Campaign	sms	sms
QR Code	qr-code	offline
Referral	referral	referral

4. Campaign Examples

E-commerce:

{
  "utm_source": "instagram",
  "utm_medium": "social",
  "utm_campaign": "spring-sale-2024",
  "utm_content": "story-swipe-up"
}

SaaS Product Launch:

{
  "utm_source": "producthunt",
  "utm_medium": "referral",
  "utm_campaign": "product-launch-v2",
  "utm_content": "launch-day"
}

Content Marketing:

{
  "utm_source": "blog",
  "utm_medium": "content",
  "utm_campaign": "seo-growth-2024",
  "utm_content": "ultimate-guide-cta"
}

Paid Search:

{
  "utm_source": "google",
  "utm_medium": "cpc",
  "utm_campaign": "brand-keywords",
  "utm_term": "linkforty+alternative",
  "utm_content": "text-ad-1"
}

Email Campaign:

{
  "utm_source": "newsletter",
  "utm_medium": "email",
  "utm_campaign": "weekly-digest-23",
  "utm_content": "hero-cta"
}

Adding UTM Parameters to Links

Via Dashboard

When creating a link:

Fill in basic link details
Scroll to "UTM Parameters" section
Fill in fields:
- Source: instagram
- Medium: social
- Campaign: spring-sale-2024
- Content: story-1
Click "Create Link"

Result: Parameters automatically appended to all URLs (original, iOS, Android, web).

Via API

curl -X POST https://api.linkforty.com/api/links \
  -H "Authorization: Bearer $LINKFORTY_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "templateId": "template_123",
    "originalUrl": "https://example.com/product/123",
    "utmParameters": {
      "utm_source": "instagram",
      "utm_medium": "social",
      "utm_campaign": "spring-sale-2024",
      "utm_content": "carousel-ad-1"
    }
  }'

How It Works:

LinkForty appends UTM parameters to your destination URLs:

Original URL:

https://example.com/product/123

With UTM Parameters:

https://example.com/product/123?utm_source=instagram&utm_medium=social&utm_campaign=spring-sale-2024&utm_content=carousel-ad-1

Via Link Templates

Set default UTM parameters in templates:

curl -X POST https://api.linkforty.com/api/templates \
  -H "Authorization: Bearer $LINKFORTY_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "Instagram Campaign",
    "iosUrl": "https://apps.apple.com/app/id123",
    "androidUrl": "https://play.google.com/store/apps/details?id=com.app",
    "utmParameters": {
      "utm_medium": "social",
      "utm_source": "instagram"
    }
  }'

Then create links from template:

curl -X POST https://api.linkforty.com/api/links \
  -H "Authorization: Bearer $LINKFORTY_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "templateId": "template_instagram",
    "originalUrl": "https://example.com/product/123",
    "utmParameters": {
      "utm_campaign": "spring-sale-2024",
      "utm_content": "story-1"
    }
  }'

Result: Inherits utm_medium=social and utm_source=instagram from template, adds campaign and content.

Tracking UTM Parameters

In Link Analytics

View UTM parameter performance:

Go to Analytics → Links
Select your link
View "Campaign Performance" section
See breakdown by:
- Source
- Medium
- Campaign
- Content

Example:

Campaign: spring-sale-2024
├─ Source: instagram (450 clicks, 78 installs)
├─ Source: facebook (320 clicks, 52 installs)
└─ Source: twitter (180 clicks, 24 installs)

In Deep Link Data

UTM parameters are available in mobile SDK:

const deepLinkData = await LinkFortySDK.getDeepLinkData();

console.log(deepLinkData);
// {
//   productId: "123",
//   utm_source: "instagram",
//   utm_medium: "social",
//   utm_campaign: "spring-sale-2024",
//   utm_content: "story-1"
// }

// Track where user came from
if (deepLinkData.utm_source === 'instagram') {
  showInstagramSpecialOffer();
}

Via API

curl https://api.linkforty.com/api/analytics/links/abc123 \
  -H "Authorization: Bearer $LINKFORTY_API_KEY"

Response:

{
  "linkId": "abc123",
  "totalClicks": 950,
  "utmBreakdown": {
    "source": {
      "instagram": 450,
      "facebook": 320,
      "twitter": 180
    },
    "medium": {
      "social": 950
    },
    "campaign": {
      "spring-sale-2024": 950
    },
    "content": {
      "story-1": 450,
      "post-1": 320,
      "tweet-1": 180
    }
  }
}

Advanced UTM Strategies

1. Multi-Channel Campaigns

Track same campaign across multiple channels:

Instagram:

{
  "utm_source": "instagram",
  "utm_medium": "social",
  "utm_campaign": "product-launch-2024",
  "utm_content": "story-1"
}

Facebook:

{
  "utm_source": "facebook",
  "utm_medium": "social",
  "utm_campaign": "product-launch-2024",
  "utm_content": "feed-ad-1"
}

Email:

{
  "utm_source": "newsletter",
  "utm_medium": "email",
  "utm_campaign": "product-launch-2024",
  "utm_content": "header-cta"
}

Result: See which channel drives most conversions for same campaign.

2. A/B Testing with utm_content

Test different creatives:

Variant A:

{
  "utm_source": "facebook",
  "utm_medium": "cpc",
  "utm_campaign": "summer-2024",
  "utm_content": "video-ad-a"
}

Variant B:

{
  "utm_source": "facebook",
  "utm_medium": "cpc",
  "utm_campaign": "summer-2024",
  "utm_content": "carousel-ad-b"
}

Analysis:

Video Ad A: 500 clicks, 85 installs (17% CVR)
Carousel Ad B: 500 clicks, 120 installs (24% CVR)
→ Winner: Carousel Ad B

3. Funnel Tracking

Track user journey with different utm_content:

Top of Funnel (Awareness):

{
  "utm_campaign": "brand-awareness-2024",
  "utm_content": "blog-post-cta"
}

Middle of Funnel (Consideration):

{
  "utm_campaign": "brand-awareness-2024",
  "utm_content": "case-study-download"
}

Bottom of Funnel (Conversion):

{
  "utm_campaign": "brand-awareness-2024",
  "utm_content": "free-trial-cta"
}

4. Influencer Tracking

Track individual influencers:

{
  "utm_source": "instagram",
  "utm_medium": "influencer",
  "utm_campaign": "influencer-q1-2024",
  "utm_content": "influencer-johndoe"
}

Analytics:

johndoe: 1,200 clicks, 180 installs (15% conversion)
janedoe: 800 clicks, 160 installs (20% conversion)
→ janedoe has better conversion rate

5. Geographic Campaigns

Track by region:

{
  "utm_source": "facebook",
  "utm_medium": "cpc",
  "utm_campaign": "us-launch-2024",
  "utm_content": "us-west-coast"
}

{
  "utm_source": "facebook",
  "utm_medium": "cpc",
  "utm_campaign": "us-launch-2024",
  "utm_content": "us-east-coast"
}

Common Mistakes to Avoid

1. Inconsistent Capitalization

❌ Bad:

utm_source=Instagram
utm_source=instagram
utm_source=INSTAGRAM

✅ Good:

utm_source=instagram (always)

2. Using Spaces

❌ Bad:

utm_campaign=spring sale 2024

✅ Good:

utm_campaign=spring-sale-2024

3. Too Many Variations

❌ Bad:

utm_source=ig
utm_source=insta
utm_source=instagram
utm_source=instagram-stories

✅ Good:

utm_source=instagram (always)
utm_content=story (to differentiate)

4. Missing Required Parameters

❌ Bad:

{
  "utm_campaign": "spring-2024"
}

✅ Good:

{
  "utm_source": "instagram",
  "utm_medium": "social",
  "utm_campaign": "spring-2024"
}

5. Using Personal Information

❌ Bad:

utm_content=email-john.doe@example.com

✅ Good:

utm_content=email-variant-a

Why: UTM parameters appear in URLs (visible to users) and analytics (possibly shared).

UTM Parameter Tools

URL Builder

Use LinkForty's built-in URL builder:

function buildUTMUrl(baseUrl, utmParams) {
  const url = new URL(baseUrl);

  Object.entries(utmParams).forEach(([key, value]) => {
    if (value) {
      url.searchParams.set(key, value);
    }
  });

  return url.toString();
}

const url = buildUTMUrl('https://example.com/product', {
  utm_source: 'instagram',
  utm_medium: 'social',
  utm_campaign: 'spring-2024'
});
// https://example.com/product?utm_source=instagram&utm_medium=social&utm_campaign=spring-2024

Campaign URL Spreadsheet

Create a spreadsheet to track all campaigns:

Campaign	Source	Medium	Content	Link
spring-2024	instagram	social	story-1	lnk.forty.com/abc123
spring-2024	facebook	social	feed-1	lnk.forty.com/def456
spring-2024	newsletter	email	header	lnk.forty.com/ghi789

Integration with Analytics Tools

Google Analytics

UTM parameters appear automatically in:

Acquisition → All Traffic → Source/Medium
Acquisition → Campaigns → All Campaigns

Custom Analytics

Parse UTM parameters in your app:

const url = new URL(window.location.href);
const utmParams = {
  source: url.searchParams.get('utm_source'),
  medium: url.searchParams.get('utm_medium'),
  campaign: url.searchParams.get('utm_campaign'),
  term: url.searchParams.get('utm_term'),
  content: url.searchParams.get('utm_content')
};

// Send to your analytics
analytics.track('Page View', utmParams);

Next Steps

📋 Creating Links - Add UTM parameters to links
📊 Analytics - View UTM performance
📝 Link Templates - Set default UTM parameters
🔧 API Reference - UTM parameter API

What are UTM Parameters?​

The 5 UTM Parameters​

1. utm_source (Required)​

2. utm_medium (Required)​

3. utm_campaign (Required)​

4. utm_term (Optional)​

5. utm_content (Optional)​

UTM Best Practices​

1. Use Consistent Naming​

2. Create a Naming Convention​

3. Source Examples by Platform​

4. Campaign Examples​

Adding UTM Parameters to Links​

Via Dashboard​

Via API​

Via Link Templates​

Tracking UTM Parameters​

In Link Analytics​

In Deep Link Data​

Via API​

Advanced UTM Strategies​

1. Multi-Channel Campaigns​

2. A/B Testing with utm_content​

3. Funnel Tracking​

4. Influencer Tracking​

5. Geographic Campaigns​

Common Mistakes to Avoid​

1. Inconsistent Capitalization​

2. Using Spaces​

3. Too Many Variations​

4. Missing Required Parameters​

5. Using Personal Information​

UTM Parameter Tools​

URL Builder​

Campaign URL Spreadsheet​

Integration with Analytics Tools​

Google Analytics​

Custom Analytics​

Next Steps​

Further Reading​

What are UTM Parameters?

The 5 UTM Parameters

1. utm_source (Required)

2. utm_medium (Required)

3. utm_campaign (Required)

4. utm_term (Optional)

5. utm_content (Optional)

UTM Best Practices

1. Use Consistent Naming

2. Create a Naming Convention

3. Source Examples by Platform

4. Campaign Examples

Adding UTM Parameters to Links

Via Dashboard

Via API

Via Link Templates

Tracking UTM Parameters

In Link Analytics

In Deep Link Data

Via API

Advanced UTM Strategies

1. Multi-Channel Campaigns

2. A/B Testing with utm_content

3. Funnel Tracking

4. Influencer Tracking

5. Geographic Campaigns

Common Mistakes to Avoid

1. Inconsistent Capitalization

2. Using Spaces

3. Too Many Variations

4. Missing Required Parameters

5. Using Personal Information

UTM Parameter Tools

URL Builder

Campaign URL Spreadsheet

Integration with Analytics Tools

Google Analytics

Custom Analytics

Next Steps

Further Reading