Intermediate level · Module 5: Web Analytics and Campaign Measurement · Lesson 1 of 3
Tracking Links with UTMs
Label links so you know which channel and campaign brought each visitor.
In this lesson you will
- Build UTM-tagged links consistently
- Create a link-tracking sheet
Key concepts
UTM source/medium/campaignnaming conventionlink shortenerattribution
The lesson
When people click from many places to the same website, analytics cannot tell which post or ad sent them. UTM parameters added to a link — utm_source, utm_medium, utm_campaign — label each click.
Use consistent, lowercase names: facebook, not Facebook in one link and fb in another. Inconsistent tags split results into separate rows.
Keep every tagged link in a tracking sheet with its purpose, so the team uses the right link in each place.
Step by step
- Agree naming rules for source, medium and campaign.
- Build tagged links with a URL builder.
- Record them in a tracking sheet.
- Test each link and check it appears in analytics.
Practice activity
Create UTM links for every channel in your campaign and record them in a tracking sheet.
Expected result: A consistent set of tagged links.
Check your understanding
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What do UTM parameters tell analytics?
Show answer
The source, medium and campaign that sent the visitor.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.