UTM Parameters
Track exactly where your traffic comes from by adding campaign parameters to your short links
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags you add to the end of a URL so that analytics tools like Google Analytics can tell you exactly where your traffic came from. Instead of seeing all your short link clicks lumped together as "direct" traffic, UTM parameters let you break it down by source, medium, and campaign.
For example, without UTM parameters, Google Analytics might show 500 visitors from "direct/none". With UTM parameters, you can see that 200 came from your Twitter post, 150 from your email newsletter, and 150 from your Instagram bio.
The Five UTM Parameters
| Parameter | Required? | Purpose | Examples |
|---|---|---|---|
| utm_source | Recommended | Identifies which site or platform sent the traffic | google, facebook, newsletter, twitter |
| utm_medium | Recommended | The marketing channel or type of traffic | cpc, email, social, banner, referral |
| utm_campaign | Recommended | The specific campaign, promotion, or initiative | summer_sale, product_launch, black_friday |
| utm_term | Optional | The paid search keyword or targeting criteria | running+shoes, discount+code |
| utm_content | Optional | Differentiates similar links in the same campaign (useful for A/B testing) | header_link, sidebar_banner, blue_button |
How to Add UTM Parameters in EziLinks
1 Open the Link Editor
Go to My EziLinks and click on an existing link to edit it, or click + Create New to create a new link.
2 Click the UTM Button
In the bottom toolbar of the link editor, click the UTM button. A panel will open with fields for all five UTM parameters.
3 Fill in Your Parameters
Enter the values for each parameter you want to use. You only need to fill in the ones relevant to your campaign — leave the rest blank.
- Source: Where will you share this link? (e.g.,
twitter,facebook,email) - Medium: What type of marketing is this? (e.g.,
social,cpc,email) - Campaign: What campaign does this belong to? (e.g.,
summer_sale)
4 Save Your Link
Click Update link (or Create link for new links). The UTM parameters are now attached to your short link. When someone clicks it, the parameters will be appended to the destination URL automatically.
ezilinks.com/summer24, EziLinks redirects them to your destination URL with the UTM parameters appended, e.g., mystore.com/shoes?utm_source=twitter&utm_medium=social&utm_campaign=summer_sale. Your analytics tool picks up these parameters automatically.
Real-World Examples
Here are practical examples of how to use UTM parameters for common marketing scenarios:
Social Media Post (Twitter/X)
You're sharing a link to your new product on Twitter as part of a product launch campaign.
- Source:
twitter - Medium:
social - Campaign:
product_launch
Email Newsletter
You include a link in your weekly email newsletter promoting a summer sale.
- Source:
newsletter - Medium:
email - Campaign:
summer_sale - Content:
header_banner(to distinguish it from a text link lower in the email)
Google Ads
You're running a paid search campaign targeting "running shoes" keywords.
- Source:
google - Medium:
cpc - Campaign:
spring_shoes - Term:
running+shoes
Instagram Bio Link
Your link-in-bio page on Instagram points to your website.
- Source:
instagram - Medium:
social - Campaign:
bio_link
A/B Testing Two Button Colours
You're testing whether a blue or green button gets more clicks in the same email. Create two separate short links with different utm_content values.
- Link 1 — Content:
blue_button - Link 2 — Content:
green_button
In Google Analytics, compare the two utm_content values to see which button drove more traffic.
Viewing UTM Data in Google Analytics
Once visitors start clicking your UTM-tagged links, the data will appear in your analytics tool. Here's where to find it in Google Analytics 4 (GA4):
1 Open the Traffic Acquisition Report
In GA4, go to Reports → Acquisition → Traffic acquisition. This shows all your traffic sources.
2 Filter by Session Source/Medium
Use the dropdown at the top of the table to switch between dimensions like Session source, Session medium, or Session campaign to see your UTM data broken down.
3 Use the Search Bar
Type your campaign name (e.g., summer_sale) into the search bar to quickly filter results and see all traffic from that specific campaign across all sources and mediums.
Best Practices
Use Lowercase
UTM parameters are case-sensitive. Facebook and facebook will show as separate sources. Always use lowercase to keep your data clean.
Use Underscores, Not Spaces
Avoid spaces in parameter values. Use underscores (summer_sale) or hyphens (summer-sale) instead.
Be Consistent
Pick a naming convention and stick to it. If you use facebook as a source, don't switch to fb or Facebook later.
Keep It Simple
Don't over-complicate your parameter values. Use short, descriptive names that your team will understand months later.
Naming Convention Examples
Do
utm_source=twitterutm_medium=socialutm_campaign=summer_sale_2026utm_content=header_cta
Don't
utm_source=Twitter.comutm_medium=Social Mediautm_campaign=Summer Sale!!!utm_content=the big blue button at top
Frequently Asked Questions
Do visitors see the UTM parameters?
Yes, the parameters appear in the browser address bar after the redirect. They don't affect the page content or user experience — most visitors won't notice them.
Can I add UTM parameters to any link?
Yes. UTM parameters work with any destination URL. EziLinks appends them automatically when the visitor clicks your short link.
What if my destination URL already has query parameters?
EziLinks handles this correctly. If your URL already has a ? in it, the UTM parameters will be appended with & instead.
Can I change UTM parameters after creating a link?
Yes. Open the link editor, click the UTM button, update the values, and save. The changes take effect immediately for all future clicks.
Do UTM parameters affect my link's click analytics in EziLinks?
No. EziLinks tracks clicks independently of UTM parameters. Your EziLinks analytics dashboard always shows total clicks, referrers, locations, and devices regardless of UTM settings.