Free tool
UTM builder: tag your campaign links correctly
Enter the address and campaign details and copy the tagged link. A ready template for Meta ads, to paste in at ad level, is below it too.
Tagged link
https://yourbrand.com/product?utm_source=meta&utm_medium=paid_social&utm_campaign=october-saleURL parameters template for Meta ads
utm_source=meta&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}What do UTM tags do?
UTM tags carry a visit's source, medium and campaign inside the link: utm_source, utm_medium, utm_campaign, utm_content (the ad or content) and utm_term (the keyword).
Untagged ad clicks can look like organic or direct traffic, especially in Instagram's in-app browser. Consistent tags get the order onto the right channel.
Advice for Meta and Google
Meta: add the template utm_source=meta&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}} to the URL parameters at ad level. Meta fills the curly-bracket fields with each ad's own names.
Google Ads: with auto-tagging (gclid) on, you do not need UTMs as well; if you use both, keep utm_source=google&utm_medium=cpc consistent.
Use lower case, a hyphen or underscore instead of spaces, and the same name for a source everywhere: "facebook", "fb" and "meta" look like three different sources.
Questions
What value should I use for utm_medium?
cpc or paid_social for paid ads, email for email, sms for SMS. What matters is using the same value everywhere.
Should I add UTMs to links inside my store?
No. UTMs on links inside your own site wipe out the visit's real source.
Related pages
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