UTM Parameters

UTM parameters are tags added to URLs that help you track the effectiveness of marketing campaigns in analytics tools like Google Analytics.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are query strings appended to URLs. They help you identify where traffic comes from and measure campaign performance.

The Five UTM Parameters

Parameter	Required	Description	Example
`utm_source`	Yes	Traffic source	google, newsletter, facebook
`utm_medium`	Yes	Marketing medium	cpc, email, social
`utm_campaign`	Yes	Campaign name	spring_sale, product_launch
`utm_term`	No	Paid keywords	running+shoes
`utm_content`	No	Content variant	banner_ad, text_link

Adding UTM Parameters

When creating or editing a link in ShortyLink:

Expand the Campaign Tracking section
Fill in the UTM parameter fields
Save your link

How It Works

ShortyLink automatically appends UTM parameters to your destination URL when visitors click. The short link itself stays clean and simple.

Example

Let's say you're promoting a product on Twitter:

Short link:

shrtylnk.co/my-product

Destination with UTMs:

https://example.com/products/widget?utm_source=twitter&utm_medium=social&utm_campaign=summer_sale&utm_content=product_tweet

Best Practices

Be consistent - Use the same naming conventions across all campaigns
Use lowercase - Avoid case-sensitivity issues in analytics
No spaces - Use underscores or hyphens instead
Be descriptive - Make parameter values meaningful
Document your conventions - Keep a reference for your team

Recommended Naming Conventions

Source	Medium	Campaign
facebook	social	campaign_name_mmyy
twitter	social	product_launch_0124
google	cpc	brand_keywords
newsletter	email	weekly_digest

Viewing in Google Analytics

Once your tagged links are live, you can view campaign data in Google Analytics:

Go to Acquisition → Campaigns
View traffic by source, medium, and campaign
Analyze conversion rates and user behavior

UTM Parameters via API

{
  "url": "https://example.com/product",
  "alias": "my-product",
  "utm_source": "twitter",
  "utm_medium": "social",
  "utm_campaign": "summer_sale",
  "utm_content": "product_tweet"
}