A UTM link is a normal website URL with extra tags (UTM parameters) on the end. Analytics tools read those tags to show which ad, email, or social post sent someone to your site.

What does utm_source mean?

utm_source is the platform or place that sent the click — such as instagram, google, newsletter, or qr for a printed code.

What does utm_medium mean?

utm_medium is the type of marketing — social, email, cpc (paid search), or offline for print and QR.

What does utm_campaign mean?

utm_campaign is the name you give a promotion — like summer_sale or menu_launch — so you can group results in reports.

Can I use UTM links with short links?

Yes. Build the full tracking URL with a UTM builder, then put that URL behind a short link so bios and print stay tidy while analytics still see the UTM tags.

Can I use UTM links with QR codes?

Yes. Point a dynamic QR code at your UTM URL so scans land on a tagged page. You can measure offline or print campaigns alongside digital channels.

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Marketing7 min read

What Is a UTM Link and How Do You Use It?

Learn what UTM links are, how utm_source, utm_medium, and utm_campaign work, and how to create tracking links for social media, ads, email, QR codes, and short links.

May 28, 2026

You post a link on Instagram, send a newsletter, or print a QR code on a flyer. People click and land on your website — but in analytics, those visits can all look the same unless you tag the link. That is what a UTM link does: it is your normal page URL with small labels attached so tools like Google Analytics or Plausible can tell which campaign sent the traffic.

Quick answer

A UTM link adds standard tracking parameters (UTM tags) to a URL. Analytics software reads those tags to show which source, medium, and campaign drove each visit.

Example

https://example.com/menu?utm_source=instagram&utm_medium=social&utm_campaign=summer_menu

Why do UTM links matter?

Without UTMs, you might see plenty of traffic but not know whether the Instagram story, the email blast, or the Google ad performed better. With consistent UTM tags you can compare campaigns in one report — useful for restaurants, shops, agencies, and anyone running more than one marketing channel.

Measure campaigns — see clicks and conversions per promotion.
Compare channels — social vs email vs paid search vs print.
Keep teams aligned — everyone uses the same naming for source, medium, and campaign.

What do utm_source, utm_medium, and utm_campaign mean?

Google defined five common UTM parameters. The three you use most often are:

utm_source — where the click came from (instagram, google, newsletter, qr).
utm_medium — what type of marketing (social, email, cpc, offline).
utm_campaign — which promotion you are running (summer_sale, menu_launch, black_friday).

Optional tags include utm_term (often keywords in paid search) and utm_content (to tell two buttons in the same email apart). You do not need every parameter on every link — start with source, medium, and campaign.

Simple UTM examples

Instagram story: utm_source=instagram&utm_medium=social&utm_campaign=summer_menu
Email newsletter: utm_source=newsletter&utm_medium=email&utm_campaign=may_issue
Google Ads: utm_source=google&utm_medium=cpc&utm_campaign=brand_search
Printed QR: utm_source=qr&utm_medium=offline&utm_campaign=flyer_2026

Use lowercase words and underscores instead of spaces so reports stay tidy. Pick one campaign name per promotion and reuse it on every link for that promotion.

UTM links with short links

Full UTM URLs are long — awkward in bios, SMS, and print. Build the tracking URL first, then put it behind a short link on mwt7.com. Visitors still hit your tagged landing page; analytics still read the UTM parameters after the redirect.

Premium on MyWebTools lets you create a short link directly from a UTM URL you built in the UTM builder — one less copy-paste step.

UTM links with QR codes

For flyers, packaging, or table tents, encode your UTM URL in a QR code. A dynamic QR code can point at the same tagged URL while letting you change the destination later if the menu or offer moves.

Typical flow: build UTM URL → create dynamic QR → print → read scans and web visits in your analytics.

How to create UTM links (step by step)

Paste your website URL (the page you want people to open).
Choose where you will share the link (Instagram, email, ads, QR, etc.).
Name your campaign (e.g. summer_sale).
Copy the tracking URL and use it in posts, ads, emails, or behind a short link / QR.
Check analytics after a few days to see which channel performed best.

Frequently asked questions

What is a UTM link?: A UTM link is a normal website URL with extra tags (UTM parameters) on the end. Analytics tools read those tags to show which ad, email, or social post sent someone to your site.
Why do UTM links matter?: Without UTMs, all visits can look the same in analytics. With UTMs you can compare campaigns — for example whether Instagram or your newsletter drove more sign-ups.
What does utm_source mean?: utm_source is the platform or place that sent the click — such as instagram, google, newsletter, or qr for a printed code.
What does utm_medium mean?: utm_medium is the type of marketing — social, email, cpc (paid search), or offline for print and QR.
What does utm_campaign mean?: utm_campaign is the name you give a promotion — like summer_sale or menu_launch — so you can group results in reports.
Can I use UTM links with short links?: Yes. Build the full tracking URL with a UTM builder, then put that URL behind a short link so bios and print stay tidy while analytics still see the UTM tags.
Can I use UTM links with QR codes?: Yes. Point a dynamic QR code at your UTM URL so scans land on a tagged page. You can measure offline or print campaigns alongside digital channels.

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