What does this UTM mean?
Paste a tracking link and see, in plain English, where the click came from and which campaign it belongs to.
Line breaks and spaces are ignored, so a link copied from an email or doc works too.
Paste a link above to see what its UTM tags mean.
Lands on
Other tracking parameters
Want to create one instead?
Tag one URL or a whole list with source, medium and campaign.
The five UTM tags
Every UTM link is built from some mix of these. The first three should be on every link.
| Tag | What it tells you | Examples |
|---|---|---|
utm_source | Source. Where the traffic came from: the site, app or sender. | google, linkedin, newsletter |
utm_medium | Medium. The marketing channel, or how the link reached people. | cpc, email, paid_social |
utm_campaign | Campaign. The promotion or group of ads the link belongs to. | fall_launch, black_friday |
utm_content | Content. The specific ad, button or creative that was clicked. | video_2, header_button |
utm_term | Term. The paid search keyword that triggered the ad. | running shoes |
Frequently Asked Questions
What does a UTM link mean? ▾
A UTM link is a normal URL with tracking tags added after the question mark, like ?utm_source=linkedin&utm_medium=paid_social. The tags don't change the page you land on. They only tell analytics tools such as Google Analytics where the click came from.
What is the difference between utm_source and utm_medium? ▾
Source is who sent the visit (linkedin, google, the March newsletter). Medium is the kind of channel it came through (paid_social, cpc, email). One source can use several mediums: LinkedIn can send both organic posts and paid ads.
Why does the decoder say my link is missing tags? ▾
Source, medium and campaign are the three tags every tracking link should have. If one is missing, Google Analytics fills the gap with "(not set)", which makes the visit hard to report on.
What are gclid, fbclid and msclkid? ▾
They're click IDs added automatically by ad platforms (Google Ads, Meta and Microsoft Ads). You don't set them yourself. They let the ad platform match the click back to a specific ad, and they can sit next to UTM tags without conflict.
Is it safe to paste a link here? ▾
Yes. The link is decoded in your browser. Nothing you paste is uploaded or stored.
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