UTM Builder

What are UTM tags?

UTM tags (Urchin Tracking Module) are special parameters added to a URL to track traffic sources and performance.

In simple terms, it’s a “tail” on the link that contains extra info about where the user came from and which ad they interacted with.

Example of a regular link: https://adheart.me/

Example with UTM tags: https://adheart.me/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner1

Here you can see: the user came from Facebook (utm_source=facebook), via paid traffic (utm_medium=cpc), in the “spring_sale” campaign (utm_campaign=spring_sale), and clicked the first banner (utm_content=banner1).

Main UTM parameters:

• utm_source — traffic source (facebook, google, tiktok, email, etc.)

• utm_medium — traffic type (cpc, organic, referral, banner)

• utm_campaign — campaign name (e.g., black_friday, brand_awareness)

• utm_content — distinguishes creatives within the same campaign

• utm_term — usually used to store keywords in search ads

Why are UTM tags important in advertising?

They show which channels drive the most conversions and how effective each campaign is.

They’re the foundation of web analytics, enabling data-driven decisions instead of guesswork.

How to create UTM tags correctly

Use a consistent naming system (facebook, not fb or facebook_ads).

Avoid spaces and non-Latin characters — use Latin letters, replace spaces with _ or -.

Keep names clear and descriptive so your team understands them even months later.

Use an automatic UTM generator to reduce errors and save time.

Well-structured UTM tags ensure accurate analytics in Google Analytics, Amplitude, or any other tracker.

What do the required UTM parameters mean?

For reliable analytics, you only need three parameters:

• utm_source — traffic source (facebook, google, tiktok, email)

• utm_medium — traffic type (cpc, organic, referral, social)

• utm_campaign — campaign name (black_friday_2025, summer_sale, brand_awareness_q1)

Together, they show where the user came from, how, and in which campaign.

What are additional UTM parameters?

In addition to the required ones, you can use:

• utm_content — variations of creatives (banner1, video_ad, cta_blue)

• utm_term — keywords or internal tags (buy+iphone+15, 21_05_2025_1)

They give deeper insights — showing which creative, button, or keyword performed best.

What are macros in Facebook Ads and Google Ads?

Macros are dynamic variables that automatically inject data into your UTM tags when a click happens.

They save time and give more detailed analytics without manually creating dozens of links.

What are macros in Facebook Ads?

Most popular dynamic parameters:

campaign.id — campaign ID

adset.id — ad set ID

ad.id — ad ID

placement— placement (feed, stories, reels, audience_network)

site_source_name — source (facebook, instagram, messenger)

What are macros in Google Ads?

ValueTrack parameters are substituted at click time. Popular ones include:

campaignid — campaign ID

adgroupid — ad group ID

creative — ad ID

keyword — keyword

matchtype — match type (exact, phrase, broad)

placement — site/app placement (Display Network)

device — device type (mobile, tablet, desktop)

Common mistakes when setting up UTM tags

Inconsistent naming (facebook / fb / facebook_ads).

Using Cyrillic, spaces, or special characters — always use Latin letters, replace spaces with _ or -.

Overly long/confusing links, mixed casing (Facebook ≠ facebook).

No naming guide or link testing — agree on standards and validate URLs.

Use UTM Builder and review reports regularly to catch issues early.

Do UTM tags affect a site’s SEO?

No, they don’t directly affect SEO — they’re URL parameters for analytics, not content.

To avoid duplicate indexing, use canonical URLs (rel="canonical").

Can you shorten UTM links?

Yes, especially for social media, messengers, and email — shorter links are cleaner.

The drawback: users can’t see the destination. Use branded shorteners for trust.