UTM builder for social media links
Fill in the fields above to get a tagged link. Use it in your posts and your web analytics will show exactly which network and campaign sent each visit.
Step by step
- 1
Paste the page URL you want to share.
- 2
Fill utmsource (the network), utmmedium (the type of traffic) and utm_campaign (the name of the campaign).
- 3
Optionally add utm_content to tell two posts or two links apart.
- 4
Copy the generated link and use it in your post.
The five UTM parameters, with social examples
| Parameter | What it says | Social media example |
|---|---|---|
| utm_source | Where the visit comes from | instagram, linkedin, x, tiktok |
| utm_medium | The kind of traffic | social (organic) or paid_social (ads) |
| utm_campaign | The campaign or reason | blackfriday2026, spring_launch |
| utm_content | Which post or link | carouselslide10, biolink, video_a |
| utm_term | The keyword (mostly for search ads) | usually left empty for organic social |
A full example: a link in a LinkedIn post for a webinar becomes yoursite.com/webinar?utmsource=linkedin&utmmedium=social&utmcampaign=webinarnov. See the glossary entry on UTM parameters for the background.
Rules that keep your reports clean
- Lowercase everything. Most analytics tools treat "LinkedIn" and "linkedin" as two different sources.
- Pick one name per network and stick to it: x or twitter, not both.
- Use underscores or hyphens, not spaces.
- Keep medium consistent. Use social for organic posts and something like paid_social for ads, so you can compare them.
- Never tag internal links (from one page of your site to another): it overwrites the original source of the visit.
UTM links are long, which is mostly fine: on X every link counts as 23 characters whatever its length. On Instagram, links in captions are not the usual way to send traffic, so the tagged link typically goes in your profile instead.
UTM links in a scheduling workflow
When you plan a week of posts, build the tagged links first and paste them into the posts as you schedule them. In Postika the post text is published as written, so the parameters stay intact. If an AI writes your posts through Postika's MCP server, give it the tagged URL and ask it to use it as is. More on the networks where links matter most: Facebook, LinkedIn and Pinterest.
Frequently asked questions
What is a UTM link?
A normal URL with extra parameters at the end (utmsource, utmmedium, utm_campaign…) that tell your analytics tool where a visit came from. The page itself does not change.
Which UTM parameters are required?
In practice utmsource, utmmedium and utmcampaign. utmcontent and utm_term are optional.
Do UTM parameters affect SEO?
They do not change rankings, but to avoid duplicate URLs use them only on links you share outside your site, and make sure your pages have canonical tags.
Should I use UTM links on every social post?
On every post that links to your site, yes. It is the only reliable way to see which network and which post sent the traffic.
Keep reading
- Character counter for every social networkFree character counter for Instagram, X, LinkedIn, TikTok, Threads, Pinterest and more. Paste your text and see how it fits each network's limit.
- Social media limits: characters, images and videoCharacter, image and video limits for Instagram, TikTok, X, LinkedIn, YouTube, Facebook, Threads and Pinterest, taken from official docs.
- Schedule posts on every major networkSchedule posts to Instagram, TikTok, Facebook, YouTube, X, LinkedIn, Threads and Pinterest from one calendar, with each network's limits checked.
- Instagram scheduler for posts, carousels and ReelsSchedule Instagram posts, carousels and Reels from a weekly calendar. Postika checks the 2,200-character caption and 10-image limit before publishing.