A UTM link is a normal web address with a few labels added to the end, so that analytics tools such as Google Analytics can tell you exactly where a visitor came from. Instead of seeing "Facebook" as one big lump, you can see that a visitor came from your Eid offer post, a particular ad, last week's email or the QR code on a flyer. If you spend time or money on several channels, UTM links are the simplest way to learn which ones actually bring visitors, enquiries and sales.

Here is an ordinary link to a product page:

https://example.com/winter-shawls

And the same link with UTM labels added:

https://example.com/winter-shawls?utm_source=facebook&utm_medium=social&utm_campaign=winter-launch

The page is the same, and the visitor sees exactly the same thing. But your analytics now records that this visit came from Facebook, through social media, as part of the winter launch campaign.

The parameters in plain words

Parameter The question it answers Example values
utm_source Which site or place sent the visitor? facebook, google, newsletter, flyer
utm_medium What type of channel was it? social, paid-social, email, sms, qr
utm_campaign Which campaign or offer? eid-collection, winter-launch
utm_content Which version or placement? video-ad, photo-ad, top-button
utm_term Which keyword? Mostly for search ads ac-repair

Source, medium and campaign are the three you will use almost every time. Content is useful when you test two versions of an ad, or two links in the same email.

Name things consistently

UTM tracking only helps if everyone uses the same names. Most analytics tools treat "Facebook", "facebook" and "fb" as three different sources, which splits your data into pieces.

Simple rules:

  • Use lowercase only.
  • Use hyphens instead of spaces.
  • Agree on a short list of sources and mediums, and do not invent new ones on the spot.
  • Keep a shared sheet of every UTM link you create: the date, the campaign, where it was used and the full link. A spreadsheet that builds the link from columns removes typing mistakes.
  • Name campaigns so you will understand them months later, for example "boishakh-saree-offer" rather than "campaign-new".

Free online UTM builders exist, but a shared spreadsheet does the same job and keeps the whole team's links in one place.

Use them on:

  • Social media posts and profile links that point to your website.
  • Ads, wherever the platform lets you add tracking to the destination link. Some platforms can also tag clicks automatically; check their help pages.
  • Email newsletters, for each link or at least each email.
  • SMS campaigns, through a short link that redirects to the full UTM link.
  • QR codes on flyers, packaging, shop banners and trade fair stands.
  • Links you give to influencers and partners, with a different link for each one.

Do not use them on:

  • Internal links between pages of your own website. They can overwrite where the visit really came from and muddle your data.
  • Personal information. Never put names, phone numbers or email addresses in UTM values. Analytics tools are not meant to store them.

Reading the results

In Google Analytics, the acquisition reports let you view visits and conversions, such as purchases or form submissions, by source, medium and campaign. Look for patterns over weeks rather than single days. A campaign that brings few visitors but many enquiries may be worth more than one with lots of clicks and nothing after.

If you are not yet sure that your analytics records visits and conversions properly, fix that first, for example by measuring with Search Console and GA4.

UTMs only work when someone clicks a link to your website. They cannot track:

  • Orders placed entirely in Messenger or WhatsApp without visiting your site.
  • Phone calls from someone who saw a poster.
  • Word of mouth.

For these, add simple habits alongside UTMs: a different offer code for each campaign, a separate WhatsApp pre-filled message for each ad, and asking every new customer, "How did you hear about us?" Ad platforms also have their own tracking, such as the Meta Pixel and Conversions API, which works alongside UTMs rather than replacing them.

A quick-start checklist

  1. Agree on your source and medium names, and write them down.
  2. Create a sheet for every UTM link you make.
  3. Tag your next post, email and ad link.
  4. After a month, check which campaigns brought conversions, not only visits.
  5. Bring the key numbers into a simple owner's dashboard.

For help setting up tracking across your ads and website, see social media and ads management.

Related service Social media and ads management Facebook page management, Meta Ads and Google Ads, with tracking so you can see what every taka brings back.