Build a tracked campaign URL that Google Analytics reads correctly. Add source, medium, and campaign tags to any link, then copy it for your ads, emails, WhatsApp, or social bio.
UTM parameters are small tags you add to the end of a link so analytics tools can tell where a visitor came from. When someone clicks a tagged link, Google Analytics reads the source, medium, and campaign and files the session under the right channel instead of lumping it into direct or unassigned traffic. This builder assembles a correctly formatted URL and encodes the values for you.
Google Analytics groups traffic into channels using utm_medium, so it only works with recognised values like social, email, cpc, referral, or affiliate. A made-up medium, or a source with no medium, often lands in Unassigned. Keep names lowercase and consistent (always instagram, never Instagram and IG) so your reports stay clean.
You are posting your Diwali offer to your Instagram bio. Set source to instagram, medium to social, and campaign to diwali_sale. The builder produces a link ending in ?utm_source=instagram&utm_medium=social&utm_campaign=diwali_sale. Every click from that bio link now shows up under Social in your reports, tagged to the Diwali campaign.
Source and medium are the two that matter most, because Google Analytics needs both to classify the traffic into a channel. Campaign, term, and content are optional but useful for grouping and comparing ads within a campaign.
Usually because the medium is missing or is not a recognised value. Use standard mediums like social, email, cpc, or referral. A custom parameter such as ref= is ignored by GA, so always use the utm_ prefix.
No, the order does not affect tracking. Keep values lowercase and consistent across campaigns so the same source is never split into two names in your reports.
Yes. Tagged links work anywhere a link works, including WhatsApp, email, SMS, printed QR codes, and social bios. For email, set medium to email; for a QR on a poster, many teams use a source like poster with medium qr.
Commmerce ties orders back to the campaigns that created them, so you know which of your channels are worth the spend.
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