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The UTM section of the link builder. Five standard fields plus optional custom UTMs. Values are cleaned by your workspace UTM rules on save.

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When to use it

Every link. UTMs are how Google Analytics, Mixpanel, Amplitude, and most attribution tools tell campaigns apart.

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The five fields

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Which initiative this belongs to. Examples: q2-launch, black-friday-2025, weekly-digest.
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Where the click came from. Treat as a “platform name.” Examples: google, facebook, newsletter, partner-blog.
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How the click was delivered. The “channel type.” Examples: cpc, email, social, display, affiliate.
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Optional. Paid search keyword or audience segment. Examples: running-shoes, lookalike-us.
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Optional. Differentiator for A/B variants or creative pieces. Examples: headline-a, carousel-3, cta-orange.
UTM Parameters modal - Quick Apply Template dropdown with Source, Medium, Campaign, Term, Content fields and live preview of the final UTM string

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How it works

When you save a link, the entered values pass through your workspace’s UTM Rules in this order:
1

Force lowercase

Summer-Sale → summer-sale (default ON).
2

Space replacement

summer sale → summer_sale using your configured space character (default _).
3

Max length

Truncated/rejected if over the workspace limit (default 100).
4

Prohibited terms

Hard fail if value contains any banned term you set (“test”, “draft”, etc).
5

Allowed characters

Hard fail if value contains characters outside the set you allow (lowercase, numbers, dots, hyphens). Skipped if you haven’t restricted any.
The cleaned values are stored. See UTM Rules to configure each step.

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Custom UTM parameters

Beyond the five standards, you can attach additional custom parameters to a link. Add a name and value in the Custom UTM Parameters section, and they are appended to every redirect as extra URL parameters. For example, adding audience = lookalike-3 appends &utm_audience=lookalike-3 to the destination URL.

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Real-world examples

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Common mistakes

source=email, medium=newsletter is wrong. Source = platform name; medium = channel type. Right: source=newsletter, medium=email.
Q2 Launch !!, q2 launch, Q2_Launch become different rows in GA without rules. Use a template per campaign.
utm_term is conventionally paid-search keyword. For audience segments use utm_content or a custom UTM.
UTMs land in your destination URL and analytics. Don’t include emails, names, anything personally identifiable.

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Edge cases

UTMs already on the destination URL are preserved. linkutm appends its UTMs alongside them; if there’s a key collision, linkutm’s value wins.