What is a UTM Link?
A UTM link is a standard web URL that has special tracking codes added to the end of it. UTM stands for Urchin Tracking Module. Marketers use these links to track exactly where their website traffic is coming from. When someone clicks a UTM link, tools like Google Analytics read the codes and show you exactly which ad, post, or email caused that visit.
The 5 Parts of a UTM Link
There are five standard UTM parameters. Three are required, and two are optional. Our builder formats them perfectly for you.
- P1
utm_source
Required. Tells you the specific site the traffic came from (e.g., google, facebook, newsletter). - P2
utm_medium
Required. Tells you the general type of marketing channel (e.g., cpc, social, email). - P3
utm_campaign
Required. The specific name of your marketing promotion (e.g., spring_sale_2026). - P4
utm_term
Optional. Used mostly for paid search ads to note the specific keyword you are targeting. - P5
utm_content
Optional. Used to tell different ads apart if they point to the exact same URL (e.g., red_button vs blue_button).
Why UTM Tracking is Important
If you do not use UTM tags, most of your traffic will just show up as "Direct" or "Referral" in Google Analytics. You will not know which specific Facebook post or email newsletter drove the sales. Using UTMs lets you calculate your true marketing costs using tools like our ROI Calculator or our CPC Calculator.
Bad Practice
https://saavix.com/tools
Analytics will just say "Facebook" sent traffic. You won't know which post.
Good Practice
https://saavix.com/tools?utm_source=facebook&utm_medium=social&utm_campaign=launch
Analytics shows exactly which post and campaign got the click.
UTM Naming Rules
Always use lowercase letters. Google Analytics is case-sensitive, so "Email" and "email" will show up as two totally different sources. Also, never use spaces. Use underscores instead. Our tool automatically fixes these spacing and casing issues for you!