Build a properly-encoded UTM tracking link in 30 seconds. Paste the result into emails, ads, social posts, or QR codes - and finally know which channel drives your traffic.
whew.cc
summer-sale-2026, not Summer Sale 2026. Future-you will thank present-you when filtering campaign reports.
utm_content when two links share everything else but you want to tell them apart - e.g. header-link vs footer-link on the same email.
The biggest UTM mistake is inconsistency - writing fb on Monday and facebook on Friday gives you two separate rows in analytics for the same channel. A short, written-down convention prevents this. Here's a starter set that works for most teams:
| Field | Allowed values | Example |
|---|---|---|
utm_source | Platform identifier, lowercase | newsletter, twitter, linkedin, youtube, google, bing, partner-acme |
utm_medium | Channel type, lowercase | email, social, cpc (paid search), display (banner ads), organic, referral |
utm_campaign | Lowercase, hyphens, year if recurring | summer-sale-2026, product-launch-q3, webinar-followup |
utm_term | Paid-search keyword, or skip | qr-code-generator, link-shortener |
utm_content | A/B variant or link position | header-link, footer-link, red-button, blue-button |
Put this in a shared doc your team can edit. Decide once, then enforce: no new utm_source values without a quick review. Your reports will be more useful within a quarter.
?utm_source=newsletter&utm_medium=email) that let analytics tools tell you where a visitor came from. Without UTMs, every visit from Twitter, email, ads, and podcast descriptions looks identical. With UTMs you can see which channel drove which visit.utm_source identifies the platform (newsletter, twitter, google). utm_medium describes the channel type (email, social, cpc). utm_campaign names the marketing campaign (summer-sale-2026, product-launch-q3). A consistent naming convention makes reports easier to read.utm_term was originally for paid-search keywords; skip it if you're not running paid search. utm_content is useful for A/B tests - e.g. header-link vs footer-link in the same email, or red-button vs blue-button on the same ad.utm_* keys.rel=canonical tag (you should anyway). Rule of thumb: don't put UTM parameters on internal links within your own site - it confuses your own analytics because the original referrer gets overwritten.newsletter and Newsletter are treated as different sources; (2) hyphens not underscores or spaces - summer-sale-2026 rather than summer_sale_2026; (3) keep a master list - decide once what your sources and mediums are and stick to it. The most common mistake is writing fb on one post and facebook on another.