UTM tags (Urchin Tracking Module) are special parameters added to a URL to track the source and performance of traffic. They are a 'tail' on the link that records where a user came from and which ad they saw. Example: https://site.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner1.

Why use UTM tags in advertising?

UTM tags show which channel brings the most conversions and how effective each campaign is. They are the foundation of web analytics — they turn every click into data you can act on, so marketers make decisions based on data rather than intuition.

How do I create UTM tags correctly?

Use one consistent naming system (facebook, not fb or facebook_ads). Avoid spaces and non-Latin characters — replace spaces with _ or -. Keep parameters understandable for the team months later. Consistent naming makes reporting cleaner and easier to trust.

What are the required UTM parameters?

Three parameters are enough for correct analytics: utm_source (traffic source: facebook, google, tiktok, email), utm_medium (traffic type: cpc, organic, referral, social) and utm_campaign (campaign name). Together they give the basic attribution picture.

What are the additional UTM parameters?

Beyond the required fields you can use utm_content to distinguish creatives and ads (banner1, video_ad, cta_blue) and utm_term for keywords or service labels. The extra parameters help you pinpoint the exact creative or keyword that worked.

What are macros for Facebook Ads and Google Ads?

Macros are dynamic variables that automatically insert data into the UTM at click time. They save time and give more detailed analytics without manually creating dozens of links — macros automate tracking and reduce manual work.

What are Facebook Ads macros?

Popular dynamic parameters: {{campaign.id}}, {{adset.id}}, {{ad.id}}, {{placement}} (feed, stories, reels, audience_network) and {{site_source_name}} (facebook, instagram, messenger). They make it easier to pass ad and placement data automatically.

What are Google Ads macros?

Google ValueTrack parameters are inserted at click time. The most used: {campaignid}, {adgroupid}, {creative}, {keyword}, {matchtype} (exact, phrase, broad), {placement} and {device} (mobile, tablet, desktop).

What are common UTM mistakes?

Inconsistent channel names (facebook / fb / facebook_ads), non-Latin characters, spaces or special symbols, overly long links, and mixing case (Facebook ≠ facebook). Agree on standards and test your links — clear standards and testing prevent messy attribution.

Do UTM tags affect SEO?

No, not directly — they are URL parameters for analytics, not page content. To avoid duplicate indexing, use canonical URLs (rel=canonical). UTM tags do not hurt SEO when canonical URLs are used correctly.

Can UTM links be shortened?

Yes, especially for social media, messengers and email — links become shorter and tidier. The downside is that the destination is not immediately visible, so a branded shortener is better for trust.

Gamler.io

UTM Builder

Generate UTM-tagged campaign URLs for Facebook Ads, Google Ads, Instagram, TikTok, X, email and any other platform — with ready-made macros, custom parameters and built-in link shortening.

Destination URL

https://

UTM templates

utm_source*

utm_medium*

utm_campaign*

Generated linkUpdated live

Enter a URL and parameters to build your tracking link…

Shorten linkvia is.gd

Macros like {{placement}} and {campaignid} are kept literal so the ad platform fills them at click time.

How to use the UTM builder

Build clean, trackable campaign links in four steps — works for Facebook Ads, Google Ads, TikTok, email and anything else.

Enter the destination URL

In the URL field, enter the page you want to drive traffic to — a landing page, product or offer.

Fill the required parameters

utm_source — traffic source (facebook, google, tiktok, email). utm_medium — traffic type (cpc, social, banner, referral). utm_campaign — campaign name (black_friday, spring_sale).

Add optional parameters

utm_content — for different creatives (banner1, video_ad, cta_blue). utm_term — for keywords in search ads. Shorten the link with one click if needed.

Check and use

Copy the finished link and paste it into Facebook Ads, Google Ads, TikTok or email.

What are UTM tags?

UTM tags (Urchin Tracking Module) are special parameters added to a URL to track the source and effectiveness of traffic. Essentially, they are a "tail" on the link carrying extra information about where a user came from and which ad they saw.

Plain link: https://your-site.com/ · Tagged link: https://your-site.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner1. Here you immediately see the user came from Facebook, through a paid campaign, as part of the "spring_sale" promo, and clicked the first banner.

The core parameters are utm_source (traffic source), utm_medium (traffic type), utm_campaign (campaign name), utm_content (to distinguish creatives) and utm_term (keywords in search ads). In short, UTM tags make traffic tracking and campaign comparison much easier.

FAQ

UTM tags & macros, explained

Everything about UTM parameters, ad-platform macros, common mistakes and link shortening.

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