SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
The free tool to build your UTM links and keep your campaign data clean and reliable!
A UTM parameter (Urchin Tracking Module) is a tag added to the end of a URL to identify where your traffic comes from. When someone clicks a tagged link, Google Analytics records the source, the medium and the campaign behind the visit. That way you know exactly which marketing action drove the visit, the click or the conversion.
Without UTM tags, a large part of your traffic ends up lumped under vague labels like “direct” or “referral“. With well-built UTM links, every cent you invest becomes measurable.
It’s the most common and most costly mistake. To Google Analytics 4, Facebook, facebook and FACEBOOK are three different sources. Your data gets split across multiple rows and your reporting becomes unreadable.
The fix is simple: lowercase everything, spaces replaced with hyphens, no exceptions. Our generator applies this rule for you automatically.
These rules apply to every UTM parameter, no exceptions:
utm_source
⇨ identifies the exact platform the click comes from.
Use a specific value like linkedin, google or newsletter-may rather than a vague category.
utm_medium
⇨ indicates the channel category.
GA4 recognises standard values like cpc, paid-social, organic-social, display, email, referral or affiliate.
Avoid overly vague terms like “social”, “ads” or “marketing”.
utm_campaign
⇨ carries the name of your campaign.
To keep your data consistent over time, adopt a clear naming convention, for example: country-type-name-month-year.
This is where 90% of teams get it wrong. Here’s the clear rule:
⇨ utm_content is used to tell variants apart within the same campaign. Perfect for A/B testing: two buttons in the same email (top-cta vs bottom-cta), two creatives in the same ad, or two ambassadors in the same post.
⇨ utm_term is reserved for paid keywords (Google Ads, Bing Ads). For social, email or event marketing, leave this field blank.
Once your links are live, your data flows into GA4 under Acquisition > Traffic acquisition. There you’ll find your campaigns sorted by source, medium and campaign name.
For deeper analysis, open Explorations and add the Session source / medium, Campaign or Manual ad content dimensions. This makes it easy to compare your channels against each other, or the variants of a single campaign using utm_content.
Always test your links in GA4’s DebugView or in a private browsing window. It’s the best way to catch a casing error or a missing parameter before it skews your data.
You duplicate a tracked URL, change the destination but forget to update the campaign name.
The result: two different campaigns merged together in GA4 and skewed reporting.
The fix is to always start fresh from the generator, never reuse a URL by hand.
Adding UTMs to an internal link on your site overwrites the session's original source and you lose your real attribution.
Hard rule: UTMs are only for inbound external links, never for internal navigation.
Some tools (social networks, partner redirects, URL shorteners) alter or strip out UTMs.
Always test your links in a private browsing window and check GA4 before officially launching a campaign.
We have their full confidence.
We'll help you build a custom SEO strategy tailored to your goals.
Got a question about your SEO?
Feel free to reach out and chat with one of our SEO experts.
No, but without them you lose the ability to measure exactly where your traffic comes from. They're strongly recommended for any marketing campaign.
No. Turn on Google Ads auto-tagging instead, which handles tracking automatically. Manual UTMs can conflict with that system.
Always lowercase. Google Analytics is case-sensitive, so a single capital letter would create a separate source and fragment your data.
No, as long as you keep UTMs for inbound external links only. Avoid using them on your internal links, since that can create duplicate URLs and skew your tracking.
Better not to. If you change a parameter midway, your data gets split between the old and the new value in Google Analytics. Set your conventions before launch.
Your UTM links are just the starting point. Behind every campaign there's an acquisition strategy and a tracking setup to build out. Trust Keyweo to put reliable tracking in place and turn your data into concrete decisions.
Boost your visibility !
Don’t hesitate to contact us for a free, personalised quote.
