How to create UTM tags in links?

Find out how to create UTM tags which are a great way to improve web analytics.

Written by Martyna Woźniszczuk
Updated over a week ago

UTM tags added to links are an effective way to improve web analytics. However, in order to achieve the desired results, it is important to create the tags skilfully. We advise you on how to mark links with UTM parameters properly.

Link with UTM tags - what does it look like?

UTM tags consist of two elements: identifier and variable.

For example, a simple link directing to page looks like this:


And this is how it looks after adding the parameters for an ad campaign on Google:


How to create UTM tags?

Although tagging links with UTM parameters is not complicated, there are tools that come with help. Above all, we can take advantage of:

  • Campaign URL Builder- the official Google creator,

  • installing a plugin in the browser, such as WSofi Google Analytics Tagger,

  • using other creators provided by various platforms, including Facebook.

Thanks to them, all you have to do is enter the address of the target page, enter values ​​for the selected tags, and then download the finished URL with UTM tags.

What to remember about adding UTM tags?

Above all, about cohesion. Tags added to links are always in small letters, without Polish or special characters. The same tag, but written in various ways (e.g. Google and google) will be treated as two different traffic sources. Instead of spaces, use a hyphen and an underscore to separate individual parts. It is important that the tags are understandable not only for us but also for other people using the same Google Analytics account.

Before publishing the link in the content of the post on Facebook or Instagram, it is also worth shortening it with tools such as or Thanks to this, the content of the tags will not be visible to recipients, including competitors.

However, this is not the end - it is also not advised to use UTM tags in internal campaigns, for example, to mark a banner on a website. Why? Such use of tags will overwrite the original traffic source and, as a result, disturb the statistics of the campaign.

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