UTM builder for social media links
Quick fill for
Paste the page you want to link to, tap a quick-fill button like Instagram bio or YouTube description, add a campaign name, and copy the tagged link. When someone clicks it, Google Analytics and most other analytics tools record where they came from, so you can see which platform, post or bio link sends visitors.
What each UTM parameter means
| Parameter | What to put | Example |
|---|---|---|
| utm_source | The platform | instagram, tiktok, youtube |
| utm_medium | The type of channel | social, video, email |
| utm_campaign | The launch, product or series | spring-launch, ep-42 |
| utm_content | Which link or post | bio, description, pinned-comment |
| utm_term | Optional; keywords for paid search |
Only the source is strictly needed, but source, medium and campaign together make reports far easier to read.
Rules that keep reports clean
- Use lowercase. Analytics treats "Instagram" and "instagram" as two different sources.
- Pick one name per platform and stick to it. Always "youtube", never "yt" on some links.
- Use hyphens, not spaces. Spaces turn into %20 in the link.
- Don't tag links inside your own site. It overwrites where the visitor first came from.
Where creators use tagged links
- Instagram and TikTok bio: tag each link in your link-in-bio page differently, so you know which one gets clicked.
- YouTube descriptions and pinned comments: use the video's name or episode number as the campaign.
- Sponsored posts: give each brand its own campaign tag, and you can show them how many visitors you sent.
Long tagged links are fine in descriptions and bios. Check how much they eat into a caption with the character counter; X counts every link as 23 characters, however long.
Common questions
What is a UTM link?
A normal link with tags added (source, medium, campaign) so your analytics shows where each visit came from.
Which UTM parameters do I need?
Only the source is required, but source, medium and campaign together make reports far easier to read.
Should I use UTM links in my Instagram bio?
Yes. Tag the bio link so you can tell Instagram visits apart from everything else.
Do UTM tags affect SEO?
No. They only add tracking information for analytics tools.