What is a UTM generator?
A UTM generator is a tool that adds tracking tags to a link. You fill in where the link is going, like a LinkedIn post or a newsletter, and it builds a link with those tags at the end. When people click it, your analytics shows exactly which post or email sent them.
What does each UTM parameter mean?
There are six UTM parameters. Most links only need the first three: source, medium and campaign. The other three help when you run ads or share several links in one campaign and want to tell them apart.
| Parameter | What it records | Example |
|---|---|---|
utm_source | Where the click came from | linkedin, x, newsletter |
utm_medium | The kind of channel | social, email, paid_social |
utm_campaign | What it belongs to | autumn_launch |
utm_content | Which link or version | carousel_post, footer_link |
utm_term | The paid search keyword | scheduling_tool |
utm_id | An ID from your ads or CRM | q4_2026 |
How do I name UTM tags?
Use all lowercase, with underscores instead of spaces, and keep a short list of names you always reuse. Analytics tools treat LinkedIn, linkedin and linked_in as three different sources, so one typo splits your numbers. Write your names down in a shared sheet so the whole team uses the same ones.
- Source: the site or list, like
linkedin,xornewsletter. - Medium:
socialfor normal posts,paid_socialfor social ads,emailfor email. - Campaign: one name per launch or series, like
autumn_launch.
Should I use UTM links in social posts?
Yes, if you want to know which posts bring visitors to your site. Without tags, a lot of social traffic shows up as direct or as a generic referral, and you can't tell one post from another. Use a different utm_content for each post to compare them.
To check how a link will look when you share it on X, try the free card validator. Postel drafts posts for LinkedIn and X from your links and notes, and schedules them.