UTM Tags Generator

Select campaign type - tool auto-fill

Type URL *
Select source:
Campaign source utm_source *
Traffic type utm_medium *
Campaign name utm_campaign *
Ad identifier utm_content
Keyword utm_term

The results will appear here

Main definitions of Google Ads dynamic glossary:
{keyword} A phrase or element that was used to conceptualize an ad
{placement} click from ad generator i.e. where the click was received from (displays network only)
{creative} ID ads
{network} click source generator i.e. from Google network, search partner/network or displays network
{matchtype} matches type of related keyword: (e)xact, (p)hrasal or (b)road
{adposition} Your ad position displays: i.e. ‘’1t2’’: Ad is @ 2nd position, pg 1
{device} Device that generated click i.e. (m)obile phone, (t)ablet or (c)desktop/laptop
{devicemodel} Specs of device used (e.g., Apple+iPhone), click generated from phone or tablet (displays network only) promotional category listed (for example, traveling or sport)

Main definitions of Google Ads dynamic glossary:

Keyword

A phrase or element that was used to conceptualize an ad

Placement

click from ad generator i.e. where the click was received from (displays network only)

Creative

ID ads

Network

click source generator i.e. from Google network, search partner/network or displays network

Matchtype

matches type of related keyword: (e)xact, (p)hrasal or (b)road

adposition

Your ad position displays: i.e. ‘’1t2’’: Ad is @ 2nd position, pg 1

Device

Device that generated click i.e. (m)obile phone, (t)ablet or (c)desktop/laptop

Devicemodel

Specs of device used (e.g., Apple+iPhone), click generated from phone or tablet (displays network only) promotional category listed (for example, traveling or sport)

Create trackable UTM tags with the click of a button to improve your campaign attribution with the UTM Tags Generator.

Enter your URL, campaign source, traffic type, campaign name, ad identifier, and keyword below. Select your source and click the “Generate a link with UTM tags” button.

This tool generates UTM tags to measure the effectiveness of your campaigns for Google Ads, Bing, Facebook, Instagram, Linkedin, Twitter, and more.

Helpful tags to include in your UTM tracking:

  • ▶ Campaign source: e.g. holiday special, public relations
  • ▶ Traffic type: e.g. CPC, banner, social post
  • ▶ Campaign name: e.g. brand-awareness, Christmas-promotion
  • ▶ Ad identifier: e.g. leaderboard-banner, side-bar-banner
  • ▶ Keyword: Use to identify PPC keywords, a phrase or element that was used to conceptualize an ad

What a sample URL might look like:

You want to track who comes to your website from this specific campaign to measure its effectiveness. Here is what a sample URL generated by UTM Tags Generator would look like:

  • ▶ utm_source=linkedin&utm_medium=cpc&utm_campaign=social-engagement&utm_content=dynamic-ad&utm_term=followers

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Why should you use UTM tracking?

As marketers, we run a slew of campaigns – yet if we aren’t adequately tracking the performance of each of these campaigns, it’s difficult to discern what’s working and what isn’t.

Knowing exactly where your website traffic is coming from enables you to better plan future marketing campaigns, measure your ROI, and track sources more precisely.

Know which channels are driving traffic

For example, say you have a new product you’re launching. You plan to share social posts across your business’ Facebook, Twitter, and Instagram accounts.

You also plan to send out an email announcement to your marketable list, share a press release, and publish a sponsored post on an adjacent industry publication.

If you don’t have UTM tracking in place, it’s impossible to tell what source is bringing in the most traffic. Now say you did have UTM tracking in place for your product launch campaign.

You’d be able to accurately see what marketing channel is driving the most traffic, keeping visitors on your product launch landing page, and encouraging visitors to click through to your other web pages.

This high level of information would tell you where to focus your efforts for your next marketing campaign and help you better prioritize which channels to use.

For example, if you see your sponsored post is bringing in a lot of qualified traffic, it may be worthwhile to allocate your next campaign’s budget towards another sponsored post on the same third-party publication.

In this example, a sample code might look like this:
  • ▶ utm_source=publication-name&utm_medium=sponsored-post&utm_campaign=product-launch&utm_content=bottom-cta&utm_term=book-demo

Track which links people are clicking

UTM tracking is also beneficial for smaller, in-house endeavors as well. Suppose you send out a monthly newsletter to your clients.

Just as with potential buyers, you want to keep your current clients engaged and share only relevant information that interests them to retain their trust and attention.

You likely already monitor your newsletters’ open and click-through rates – but do you know which links are getting clicked and which are getting ignored? This is another instance in which using UTM tracking could greatly benefit your business.

By creating trackable links for every story you include in your newsletter, you can tell what’s capturing your audience’s attention and what they aren’t interested in seeing.

This helps you to better tailor your newsletter content to improve your CTR, relevance of information presented, and brand loyalty. Suppose you’re a flower shop preparing for the influx of flower orders around Mother’s Day.

You plan to send a monthly newsletter promoting your business and the flowers you’ll have in stock for the holiday. In this example, a few of your codes might look like this:
  • ▶utm_source=constantcontact&utm_campaign=may-newsletter&utm_content=mothersday-blog
  • ▶utm_source=constantcontact&utm_campaign=may-newsletter&utm_content=mothersday-blog
What are best practices for UTM tracking?

Now that you’re well-versed in why UTM tracking is beneficial, how can you successfully get this off the ground?

To start, you should establish a UTM naming convention for that particular campaign. Keep your entire team informed so they know what to look for when analyzing the campaign’s effectiveness.

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Agree on what the naming convention will be for each of the parameters. For example, should your source be the name of your vendor (Constant Contact or Mailchimp for example) or should the source simply say “email”?

Alternatively, do we want the campaign name to be “product-launch” or “alpha-release”? Ensure each of your UTM codes follow the conventions you create, as even a space or an underscore instead of a dash can derail your analysis.

You’ll also want to keep your naming conventions short and easy to understand at a first glance. Use shorter terms (2-3 words at most) and avoid any internal jargon that may be difficult for someone in a different department to understand.

For example, consider you are doing a paid promotion of your latest e-book on LinkedIn. Your UTM code may look like this:
  • ▶ utm_medium=paid&utm_campaign=algorithm-update-ebook&utm_source=linkedin&utm_content=first-link
Looking at this link at a glance, it’s easy to see this is a paid post on Linkedin tracking the link in the post’s first sentence. But, if your team used more complex terms like this:
  • ▶ utm_medium=paid&utm_campaign=google_140&utm_source=soc18&utm_content=google_140_link

This code wouldn’t make much sense to anyone other than the person who created it, which would make analysis much more difficult and time-consuming. It would create more work for everyone on your team and you don’t want that.

Keep these naming convention best practices in mind when creating future campaigns too to mimic what you’ve established and keep it consistent.

How to track your UTMs

Now that you’ve gone through the work of creating your UTMs, it’s time to track it. There are several resources you can use to track your UTM’s performance, but the easiest way is to leverage Google Analytics.

Not only is Google Analytics free to use, it also enables you to see UTM campaign, source, and medium all within the Google Analytics dashboard. Navigate here to measure and assess your UTMs’ performance:

  1. Go to Acquisition Campaigns All Campaigns
  2. Select your date range
  3. Click to view the Primary Dimension of Campaign, Source, or Medium
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