?&UTM Link Builder

Tag campaign URLs correctly for Google Analytics.

The mistake you cannot fix later

Analytics treats Facebook and facebook as different sources. So does FaceBook. Six months of inconsistent tagging produces a report split across four variants of the same channel, and it cannot be repaired retrospectively — the data was recorded that way.

Pick lowercase, use underscores rather than spaces, and write the conventions down somewhere the whole team can see before anyone tags anything.

What each parameter is for

Source is where the traffic comes from: google, facebook, a newsletter name. Medium is the type: cpc, email, social, referral. Campaign names the initiative.

Those three matter. Term is for paid keywords and content distinguishes two versions of the same ad — which is how you tell a header link from a footer link in the same email. Both are optional and worth using only if you will actually read them.

Never tag internal links

Tagging a link between two pages of your own site starts a new session and destroys the original attribution. The visit gets credited to your own site instead of to whatever brought the person in, and the campaign that actually earned the conversion loses it.

This happens more often than you would think, usually via a link in a site-wide banner.

Practical notes

Parameters travel with the URL when someone shares it, so avoid tagging links likely to be copied widely.

Shorteners work fine — the redirect preserves the parameters, and it keeps a long technical string out of printed material.

Results appear under traffic acquisition in Analytics, split by source and medium. Give it a day to settle before drawing conclusions.