Add UTM parameters to any URL and get a short trackable link back. See the clicks it earns, and keep your analytics tidy without hand-editing query strings.
UTM parameters are five optional query-string values you bolt onto a URL. They change nothing about the page. Their entire job is to survive the click and show up in the destination site’s analytics, so a visit can be attributed to the thing that produced it.
utm_sourceWhere the traffic came from: newsletter, instagram, partner-site.utm_mediumThe kind of channel: email, social, cpc, qr.utm_campaignThe specific push: spring_launch, black_friday.utm_termPaid keyword. Mostly used with search ads.utm_contentWhich variant, when two links point to the same place: header_cta vs footer_cta.UTM tags alone only report inside the destination’s analytics, and only if that site has analytics you can see. If you are posting a link to someone else’s page, an app store listing, a PDF or a booking system, the UTM tags go somewhere you will never read.
A tracking link records the click on the way through. So you get both: the UTM tags still arrive at the destination for whoever owns it, and you get your own count of who clicked, from where, on what device, whether or not you control the far end.
The tagged URL also stops being an eyesore. A link with five UTM parameters is 200 characters of query string that looks untrustworthy in a message and breaks across lines in print. The short link carries all of it invisibly.
The most common way UTM data becomes useless is inconsistency.
Email, email and e-mail are three
different sources in a report, and no tool will merge them for you. Pick
lowercase, pick one word per concept, and write it down somewhere before
the campaign rather than after.
Keep utm_medium to a small fixed vocabulary: email, social,
cpc, referral, qr, affiliate. The value of a medium is that it groups
sources together, and it cannot do that if every campaign invents new ones.
Enter your destination, open the options and fill in the tags you want. The parameters are merged into the destination URL, preserving any query string it already has, and the short link points at the tagged version. Nothing is added that you did not type. The Free plan requires a verified account before permanent links and account features are enabled.