The three labels you almost always need
Source names the origin of a click, such as newsletter, instagram or google. Medium describes the channel, such as email, social or cpc. Campaign is the particular promotion, such as winter_launch. Those labels become utm_source, utm_medium and utm_campaign in the URL.
For an email newsletter linking to a product page, you might choose source=newsletter, medium=email and campaign=november_release. The meaning matters more than fancy naming. Use words the team can repeat in every campaign.
What a tagged URL looks like
Imagine the destination https://example.com/shop. After tagging, a link may look like https://example.com/shop?utm_source=newsletter&utm_medium=email&utm_campaign=november_release. The destination is the same; the additional query parameters supply campaign context.
If a link already contains a product parameter, it needs another ampersand rather than another question mark. It also may have an #offers fragment that should remain intact. The RezSat UTM Builder uses the URL API to manage these parts rather than asking you to edit punctuation manually.
Use optional fields only when they answer a question
utm_content is useful for distinguishing two buttons in one email or different creatives pointing to the same page. utm_term can identify a keyword or term for campaigns that need that level of detail. Neither should become a dumping ground for vague notes.
Google Analytics also documents additional campaign parameters, including campaign IDs and source platforms. For a lightweight link builder, starting with the three core parameters plus optional term and content keeps the common workflow simple.
How reports become confusing
Be consistent with capitalization and spelling. 'paid_social' and 'social' may represent different definitions; decide which one your team uses and stick to it. Keep a short naming sheet for collaborators, or they'll each invent their own taxonomy.
Never add UTM tags to links that lead from one page of your own website to another. They can interfere with your analytics attribution by making an internal click look like a new acquisition source.
Don't confuse a tagged link with analytics installation
A tracking URL does not collect data on its own. Your website needs an analytics tool that records and reports those parameters. If you haven't installed and configured analytics, adding UTM tags will not magically produce a dashboard.
Test the final link before publishing. Open it in a private browser tab and check that the correct landing page loads. Then verify the campaign data in your analytics reporting after traffic arrives.
Useful links and sources
These links point to the original tool or official documentation. Features and free-tier limits may change.
- Google Analytics — URL builders — Official parameter definitions and reporting guidance
- MDN — URLSearchParams — Browser API behind reliable URL parameter handling