Common questions
What should I use as utm_medium?
Use the channel type, such as paid_social, cpc, email or affiliate. Analytics tools group traffic into channels by medium, so unusual values can end up in an unassigned group.
Should UTM values be lowercase?
Yes. Values are case-sensitive in most analytics tools, so lowercase everywhere keeps one row per source in your reports.
What are UTM parameters?
UTM parameters are tags added to the end of a link, such as utm_source and utm_campaign, that tell analytics tools where a visit came from. They let you see which campaign, channel and ad brought each visitor.
Which UTM parameters are required?
Use utm_source, utm_medium and utm_campaign on every campaign link. utm_term and utm_content are optional and help you compare keywords or ad variants.
Are UTM values case-sensitive?
Yes. Analytics tools usually treat Instagram and instagram as two different sources, so pick lowercase and stick to it.
Is my link sent anywhere when I check it?
No. The checker runs in your browser, so the link you paste never leaves your device.