Standardize reporting
Keep source, medium, campaign, term, and content naming aligned so dashboards stay readable.
Campaign details
Fill in your campaign info — fields marked required are needed to generate the URL.
Quick presets:
The destination URL for your campaign
Which platform or site sends the traffic
Marketing channel: cpc, social, email, banner
Specific campaign identifier — use underscores
Paid search keywords or audience segment
Differentiate creatives or links for A/B testing
What each UTM parameter does
utm_source
Campaign Source
Identifies which site, platform, or publication sent the traffic. E.g. facebook, google, newsletter.
utm_medium
Campaign Medium
The marketing channel. E.g. cpc, social, email, banner. Keep consistent across campaigns.
utm_campaign
Campaign Name
Your specific campaign identifier. Use underscores instead of spaces. E.g. summer_sale_2024.
utm_term
Campaign Term
Identifies paid search keywords. Also useful for A/B testing audience segments. Optional.
utm_content
Campaign Content
Differentiates ads or links pointing to the same URL. E.g. logo_link vs text_link, or image_v1 vs image_v2.
Building a new campaign? Start with winning creative.
Before you tag URLs, find out what ad creative is already working in your niche. BrandMov lets you search real competitor Meta Ads — free to try.
About BrandMov
UTMs track where traffic comes from.
BrandMov shows you what actually converts.
Knowing which campaign drove traffic is step one. Step two is making sure that traffic sees creative that converts. BrandMov is the Meta Ads intelligence platform built for performance marketers — search any brand's active ads, save to swipe files, and get notified when competitors launch new creative. Every UTM you build is more valuable when the creative behind it is built on what's already proven to work.
Try BrandMov free — no card neededFAQ
Common questions about UTM tracking
What is a UTM link?
A UTM link is a regular URL with tracking parameters added to it so analytics tools can attribute visits to the right source, medium, campaign, and creative.
Which UTM parameters matter most?
For most teams, source, medium, and campaign are the core fields. Term and content become useful when you want deeper ad-level or variation-level reporting.
Why do UTM naming conventions matter?
Without a consistent convention, analytics tools split traffic into messy buckets. That makes reporting harder and hides which campaigns and creatives are actually working.
Should I use UTMs on paid and organic campaigns?
Usually yes. UTMs are helpful anywhere you want cleaner attribution, including paid social, email, partnerships, influencer links, and many organic promotions.