What each tag means
A UTM tag is a label on the end of a link. When someone clicks, your analytics reads the label and files the visit under it. Google's guide describes each one.
| tag | what it says | example |
|---|---|---|
utm_source | who sent the visit | linkedin |
utm_medium | what kind of channel | social |
utm_campaign | which campaign | spring-launch |
utm_term | the paid keyword | post-scheduler |
utm_content | which version of the post | first-post |
Google says to always use source, medium and campaign. Anything you leave out shows as (not set) in your reports.
Keep your reports clean
Values are case sensitive, so LinkedIn and linkedin show as two sources. Use lowercase, which the checkbox here does for you.
Pick your names and reuse them. If you use social once and social-media later, your numbers split.
Leave out personal details too: Google's rules forbid names and email addresses in these tags.
Questions
Does it only work with Google Analytics?
No. UTM tags are plain text on a link, and most analytics tools read them.
Does a long link cost me characters on X?
No. X counts every link as 23 characters, however long it is. The X character counter shows how a post adds up.
Does it store what I type?
Not on our side. The tool runs in your browser and nothing is sent to us. Your browser keeps a copy until you close the tab, so a click away doesn't lose your work.
More for your posts
- X character counter and thread splitter: count a post the way X counts it.
- LinkedIn text formatter: bold, italics and a post preview.
- How to schedule social media posts from ChatGPT or Claude