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What it is

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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utm_campaign
Which initiative this belongs to. Examples: q2-launch, black-friday-2025, weekly-digest.
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utm_source
Where the click came from. Treat as a “platform name.” Examples: google, facebook, newsletter, partner-blog.
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utm_medium
How the click was delivered. The “channel type.” Examples: cpc, email, social, display, affiliate.
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utm_term
Optional. Paid search keyword or audience segment. Examples: running-shoes, lookalike-us.
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utm_content
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 under the hood

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 doesn’t match your allowed-character pattern.
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 arbitrary utm_* keys. Stored under customUtmParams, appended to every redirect. 
{
    "utm_source": "facebook",
    "utm_medium": "social",
    "utm_campaign": "q2-launch",
    "customUtmParams": {
        "audience": "lookalike-3",
        "creative": "video-15s"
    }
}
Final URL appends &utm_audience=lookalike-3&utm_creative=video-15s.

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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.
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 as additional params; on key collision, the link’s value wins.