What are UTM parameters?

UTM parameters are short tags added to the end of a link (utm_source, utm_medium, utm_campaign) that tell Google Analytics exactly where a visitor came from. Without them, clicks from a Google Business post, a printed QR code, or an email newsletter all blur together — with them, each shows up as its own line in your reports.

Which links should I tag?

Any link you place somewhere yourself: Google Business Profile posts, social bios and posts, email newsletters, paid ads, and QR codes on print. Don't tag internal links between pages of your own site — that overwrites the real source of the visit.

Do UTM tags affect SEO?

Not when used normally. Google treats the URL with and without tags as the same page as long as your canonical tag points at the clean URL — which a properly built site already has. Keep tagged links for the channels you place, and share the clean URL everywhere else.

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UTM link builder

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Tag the links you share — Google Business posts, social bios, newsletters, QR codes — so your analytics shows exactly which effort brought each visitor, instead of one anonymous pile of traffic.

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Landing page URL

Quick presets fills source & medium for you

Campaign source where the click comes from

Campaign medium the kind of channel

Campaign name what you'd call this push

Content label optional — tell two links apart

Your tagged link

In Google Analytics these show up under Reports → Acquisition → Traffic acquisition. Keep it lowercase and consistent — "Facebook" and "facebook" count as two different sources.

This builds standard UTM-tagged URLs in your browser; nothing is sent or stored. Reporting names follow Google Analytics 4 conventions.

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Know where every
click came from.

Let's turn this into
a real plan.