How to tag links with UTM correctly

Without tagging traffic you can't tell where a customer came from — seeding, a creator or paid ads. UTM tags solve this in five minutes. A short breakdown.

What UTM is

UTM tags are parameters at the end of a link that analytics uses to identify the source of a click. Example: site.com/?utm_source=telegram&utm_medium=cpc&utm_campaign=launch.

The main parameters

• utm_source — the source: telegram, vk, creatorname.
• utm_medium — the traffic type: cpc, seeding, influencer, email.
• utm_campaign — the campaign name: launch, black_friday.
• utm_content — to distinguish ads/creatives (optional).
• utm_term — a keyword (for search, optional).

Rules so you don't get confused

• A single naming standard — lowercase only, no spaces or non-Latin characters.
• One creator = one tag — otherwise you won't know who delivered.
• Keep a directory of tags so you don't breed inconsistency.
• Check that the tag doesn't break the link and reaches analytics.

Why it's needed

With UTM you see which channel and which placement brought leads and sales, and shift budget into what pays off. Without tagging, ads are judged "by feel."

Takeaway

UTM is five minutes per link that turn advertising into something measurable. We tag all campaigns so the return of each channel and creator is visible.