UTM tracking
that counts the click, not just the visit.
UTM tags only work if something reads them. Put them on a Track Link link and every click is recorded with its source and campaign — then passed on to your analytics as usual.
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Quick answer
UTM tracking means tagging links with utm_source, utm_medium and utm_campaign so you can see where each visit came from. On their own, the tags are read only by the destination's analytics — so you see nothing if the site isn't yours or a visitor blocks tracking. On a Track Link link, the click is recorded with its tags first, and the tags are then passed on to the destination for GA4 too.
The five UTM tags
| Tag | What it records | Examples |
|---|---|---|
utm_source | Where the click came from | newsletter, instagram, google |
utm_medium | The type of channel | email, social, cpc, qr |
utm_campaign | The campaign it belongs to | sept_sale, product_launch |
utm_term | The paid keyword, for search ads | running_shoes |
utm_content | Which ad, button or placement | hero_button, footer_link |
Source, medium and campaign are the three to always fill in. Full reference in the UTM parameters docs.
How UTM tracking works on Track Link
1. Tag the link
Add UTM tags to your Track Link link, or fill them in with the UTM builder in your dashboard.
2. The click is recorded with its tags
Track Link saves the source, medium, campaign, term and content with every click, on its own server, before anything loads.
3. The tags travel on
The same tags are passed to the destination, so GA4 on your site sees the campaign too. If the destination already sets a tag, its own value is kept.
https://gtlk.link/sept-sale?utm_source=newsletter&utm_medium=email&utm_campaign=sept_sale
Track Link also adds a utm_click ID on the way through, so a later sale can be matched to the click. You can switch it off per link if a destination rejects unknown parameters.
UTM tags in analytics vs on a tracked link
Same tags, very different coverage.
| Analytics only (e.g. GA4) | Tagged Track Link link | |
|---|---|---|
| Where the tags are read | Only by the destination's analytics | By Track Link at the click, then by the destination |
| Works when the destination isn't your site | No | Yes |
| Affected by ad blockers or declined consent | Yes | No, for the click count |
| QR codes, PDFs, SMS | Only visits your analytics catches | Every click counted |
| Report per link | Needs filters or explorations | Built in |
Naming rules that keep reports clean
- Use lowercase. UTM values are case-sensitive, so Email and email show up as two sources.
- No spaces. Use underscores or hyphens: sept_sale, not Sept Sale.
- Pick one name per source and stick to it: facebook, never fb one week and Facebook the next.
- Don't tag links between your own pages. It overwrites how the visitor originally found you.
- Keep a naming sheet your team can copy from.
Tagged link examples
Newsletter
?utm_source=newsletter&utm_medium=email&utm_campaign=sept_saleInstagram bio
?utm_source=instagram&utm_medium=social&utm_campaign=bioFacebook ad
?utm_source=facebook&utm_medium=cpc&utm_campaign=sept_sale&utm_content=video_aQR code on a flyer
?utm_source=flyer&utm_medium=qr&utm_campaign=berlin_launchPartner blog post
?utm_source=partner_blog&utm_medium=referral&utm_campaign=guest_postChannel-specific setups: Facebook ads, TikTok ads, YouTube, LinkedIn.
UTM tracking FAQ
What is UTM tracking?
Tagging links with utm_source, utm_medium and utm_campaign (plus optional utm_term and utm_content) so you can tell which source and campaign each visit came from.
Is UTM tracking free?
The tags themselves cost nothing and work anywhere. Track Link records them with every click on every plan, including Free, with no credit card.
Can I track UTM links without Google Analytics?
Yes. When the tags are on a Track Link link, each click is recorded with its source, medium and campaign before the visitor is forwarded, so you get campaign numbers even if the destination has no analytics at all.
Why aren't my UTM parameters showing up in GA4?
Common causes: a redirect along the way dropped the query string, the tags have typos or mixed capitals, the visitor declined analytics, or the data hasn't reached standard reports yet. Run the link through a link tracer to check the tags survive every hop.
Do UTM parameters hurt SEO?
No. Pages with a canonical tag — which most sites have — are treated as the same page with or without UTM tags. Just avoid tagging links between your own pages.
What's the difference between UTM tags and a tracking link?
UTM tags are labels; a tracking link is a counter. The tags say which campaign a click belongs to, and the tracking link records the click itself. Used together, every click is counted and labelled.
Want the long version? Read the UTM tracking guide.
More link tracking guides
What is a tracking link?
How tracking links work, what they record, and real examples.
Outbound link tracking
GA4 outbound clicks, Adobe exit links, or tracked links.
Link tracer
See every redirect a link takes, without opening it.
TinyURL stats
Where TinyURL clicks live and how to get free stats.
How to track clicks on a link
A free click counter for any URL.
See which campaign every click came from
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