What is UTM tracking and do I need it?

UTMs are tags added to links you share — utm_source, utm_medium, utm_campaign — that tell your analytics where each visit came from. Without them, most of your traffic files under 'direct' and every channel claims credit for every sale.

Free · no signup · last reviewed August 29, 2026

UTMs are tags added to links you share — utm_source, utm_medium, utm_campaign — that tell your analytics where each visit came from. Without them, most of your traffic files under 'direct' and every channel claims credit for every sale.

You need them the moment you use more than one channel: they're free, take seconds per link with a builder, and turn attribution arguments into lookups.

The whole game is consistency — 'Facebook', 'facebook', and 'FB' become three different sources forever. Adopt one written convention (ours is a free one-pager) and never deviate.

Keep going

UTM Link BuilderBuild campaign-tagged URLs with a naming convention that stays consistent — and finally kn…UTM Conventions That Survive Real LifeThe mental model behind source/medium/campaign, the three rules that do all the work, and …AttributionDeciding which marketing touch gets credit for a sale — first click, last click, or split …

This is the work. Want it done?

Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.

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