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Add UTM tags to any link so your analytics shows which network, post and campaign sent each visit. Presets for every social network.
The page people should land on. Its own parameters and #anchor are kept.
Network presets
A preset sets the source to the network’s name and the medium to social. Use a medium like paid_social for ads.
Where the visit comes from: the network, site or newsletter.
The kind of channel.
The campaign or promotion.
Optional: which link or post, to tell two apart.
Optional: a keyword, mostly for paid search.
Your tagged link
The page you want people to land on. Its own parameters and its #anchor stay exactly where they are.
Pick a network preset or type your own source, medium and campaign. The values are tidied as you go.
Copy the tagged link into your post, bio or ad, then open it once yourself to check it lands where you meant.
Five tags, each answering one question about a visit.
A UTM tag is a parameter added to the end of a link. When someone opens the link, your analytics reads the tags and records the visit under them, so you can see which network, post and campaign brought people in.
| Parameter | What it records | Examples |
|---|---|---|
utm_source | Where the visit came from: the network, site or newsletter. | instagram, newsletter |
utm_medium | The kind of channel that carried the link. | social, email, paid_social |
utm_campaign | The campaign, launch or promotion. | spring_sale, launch_2026 |
utm_content | Which link or creative, when one campaign has several. | bio, story, video_1 |
utm_term | A keyword. Mostly used for paid search. | running_shoes |
Google Analytics 4 also reads utm_id, a campaign ID used when you import cost data. If your link already has one, this builder leaves it alone.
Decide once, write it down, use it everywhere.
Instagram and instagram as two sources, and split your numbers between them.%20 in the link and are easy to mistype.instagram, tiktok, linkedin: the same name every time, for every campaign.social in its Organic Social channel, and a medium beginning with paid from a social site in Paid Social.bio, story, post: one campaign, compared by where the link sat.Keep the list in a shared sheet, so everyone who posts uses the same words.
Where a UTM tag does more harm than good.
What people ask before they use it, answered plainly.
Source, medium and campaign cover most reporting, and Google Analytics treats utm_source as required. Add utm_content when one campaign has more than one link, and utm_term mainly for paid search keywords.
Yes. Most analytics tools, Google Analytics included, treat Instagram and instagram as two different sources. This builder lowers the case and turns spaces into underscores unless you switch that off.
Use social for unpaid posts, and a medium that starts with paid, such as paid_social, for ads. Google Analytics 4 files the first under Organic Social and the second, from a social site, under Paid Social.
Tags on links you share on social media, in email or in ads do not change how your page ranks. Keep them off links between your own pages, and give each page a canonical URL so search engines index the address without tags.
Yes. Use instagram as the source, social as the medium and something like bio as the content, so visits from your bio are counted apart from links you share in stories or posts.
No. The tagged link is built in your browser with its built-in URL parser and is never sent anywhere. Nothing is kept once you close the page.
Put the tagged links in posts you write once and send everywhere: the Bolt Claw social media scheduler publishes each post to every network you pick at the time you set.
Bolt Claw schedules one post to every network you connect, and brings the comments and DMs it gets into one inbox. Free to start.