UTM parameters made simple: know which campaign drives traffic

UTM parameters are tags added to the end of a URL that tell your site’s analytics where a visitor came from. They do not change the page, but they change the quality of your reports.

The five parameters

• utm_source: the source, e.g. newsletter or instagram.
• utm_medium: the channel type, e.g. email, social or cpc.
• utm_campaign: the campaign name, e.g. spring_2026.
• utm_term: the paid keyword (optional).
• utm_content: distinguishes ad variants or link placements (optional).

Common mistakes

Inconsistent casing (Email vs email) splits your data into separate rows. Always use lowercase and underscores instead of spaces.

Templates align the team

Save recurring campaign templates in your workspace so everyone uses the same values. Linkora’s UTM builder appends parameters without touching the destination’s existing parameters or its #fragment.

What about parameters added to the short link?

If someone appends parameters to your short link we forward them to the destination, but they never override parameters you set, so your campaign data stays clean.

Compare campaigns on the Analytics page to see which one earned more valid clicks in the same period.