UTM Campaign builder
This free UTM builder tool allows you to easily add campaign parameters to URLs so you can view them in Fathom Analytics. Learn more about what UTMs are and how useful they can be for collecting data about ad campaigns, newsletters and more.
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Who uses UTM links?
Choose a role to see where the link goes and what it helps measure. The businesses are fictional; their .example addresses are for demonstration.
Launching Field & Fold’s spring collection
Field & Fold is an online homeware shop releasing its spring collection. The email manager needs to know whether the launch newsletter brings people to the collection page and whether those visits lead to purchases. That helps the team decide whether another email is worth sending.
Where the link goes
Use this link on the “Shop the collection” button in the launch email. If the same email also links from a product photo, make a second URL with content set to product_photo. Keep the source, medium, and campaign the same so both links belong to the same launch.
What to look for afterwards
Look at visits for spring_collection, then compare the hero_button and product_photo values. If purchase events are configured, compare those too. Visits show that the email brought people to the site; they do not, on their own, show that it generated sales. A photo getting more visits also does not prove it is the better placement—the number of people who saw each link matters.
The campaign fields
- Source
newsletter- Medium
email- Campaign
spring_collection- Content
hero_button
newsletter identifies the source; email identifies the channel. spring_collection groups the launch activity, while hero_button identifies this particular link. Term is empty because this is not a paid keyword campaign.
https://fieldandfold.example/collections/spring?utm_source=newsletter&utm_medium=email&utm_campaign=spring_collection&utm_content=hero_buttonFinding webinar registrations for Relaydesk
Relaydesk makes scheduling software and is running a webinar for operations teams. Its marketer is promoting the same registration page through the company’s LinkedIn account and its customer newsletter. The question is which channel brings registrations, so the team can plan promotion for the next webinar.
Where the link goes
Paste this URL into the company’s LinkedIn post. For the newsletter, create another link with source newsletter and medium email, keeping campaign operations_webinar. Use a new content value for a follow-up LinkedIn post so it can be distinguished from the announcement.
What to look for afterwards
Compare traffic from each source within operations_webinar. With a registration-completed event configured, you can also compare signups. A channel that brings fewer visits may still bring more registrations. UTMs do not tell you whether those registrations became qualified sales opportunities; that requires a separate assessment of the leads.
The campaign fields
- Source
linkedin- Medium
social- Campaign
operations_webinar- Content
announcement_post
linkedin tells you where this link was shared. social separates the unpaid post from paid advertising. operations_webinar ties the different channels to one business activity, and announcement_post names the placement. Do not put a registrant’s name or email address in these fields.
https://relaydesk.example/webinars/operations?utm_source=linkedin&utm_medium=social&utm_campaign=operations_webinar&utm_content=announcement_postReporting on a client campaign at Cedar Lane Studio
Cedar Lane Studio runs marketing for a local kitchen company, Oakroom Kitchens. The client is paying for search ads to promote design consultations. At the end of the month, the agency needs to explain which ads brought enquiries and whether the campaign deserves more budget.
Where the link goes
Use this as the destination for the consultation ad, on the client’s website. Give the ad for small kitchens a different content value from the ad for full renovations. Agree on the campaign name before anyone builds links so the client’s report does not split one campaign across several spellings.
What to look for afterwards
Compare campaign visits with completed enquiry events on the client’s site. Combine those results with the spend from the ad platform to assess the cost of an enquiry. Review lead quality with the client before shifting budget: a form submission is not a signed kitchen project.
The campaign fields
- Source
google- Medium
cpc- Campaign
design_consultations- Content
small_kitchen_ad- Term
kitchen_design
google and cpc identify paid search. design_consultations groups the offer, while small_kitchen_ad identifies the creative. Term records the targeted keyword, kitchen_design, rather than promising to capture the visitor’s actual search query.
https://oakroomkitchens.example/design-consultation?utm_source=google&utm_medium=cpc&utm_campaign=design_consultations&utm_term=kitchen_design&utm_content=small_kitchen_adSelling a photography workshop at Slowlight School
Slowlight School is an independent photographer’s teaching business. A free YouTube lesson introduces an upcoming paid workshop. The creator wants to know whether these lessons help fill the workshop, so they can decide how much time to spend producing the next series.
Where the link goes
Put this link in the video description beside the invitation to join the workshop. Use a second link with content pinned_comment in the pinned comment. Both should point directly to the workshop page, with the same campaign name.
What to look for afterwards
Compare visits from the description and pinned comment. If workshop purchases are measured on your site, check those events too. Use the results alongside production time and workshop revenue when deciding whether another free lesson is worthwhile. Purchases on an external course platform need measurement there as well.
The campaign fields
- Source
youtube- Medium
video- Campaign
window_light_workshop- Content
description_link
youtube names the platform and video describes the channel. window_light_workshop groups the launch. description_link distinguishes this placement from the pinned comment, without needing a different landing page.
https://slowlightschool.example/workshops/window-light?utm_source=youtube&utm_medium=video&utm_campaign=window_light_workshop&utm_content=description_linkTesting a newsletter sponsorship for Tallynest
Tallynest makes invoicing software for freelancers. Its founder is buying a placement in the Independent Week newsletter. Before committing to a three-month sponsorship, they want to see whether this audience visits the site and starts a trial.
Where the link goes
Give the publisher this full URL for the sponsored call to action. For another newsletter, change the source to that publication’s name. Keep campaign freelancer_launch across the launch, and use a distinct content value for each edition so repeat placements can be compared.
What to look for afterwards
Compare visits and measured trial-start events with the sponsorship fee. That gives the founder a basis for deciding whether to buy another placement. A trial is not a paying customer; check subsequent customer outcomes separately before treating the sponsorship as profitable.
The campaign fields
- Source
independent_week- Medium
paid_newsletter- Campaign
freelancer_launch- Content
september_issue
independent_week identifies the publication. paid_newsletter separates this sponsorship from Tallynest’s own emails. freelancer_launch groups the promotion, and september_issue identifies the placement being paid for.
https://tallynest.example/for-freelancers?utm_source=independent_week&utm_medium=paid_newsletter&utm_campaign=freelancer_launch&utm_content=september_issueBringing neighbours into Juniper Pilates
Juniper Pilates is a neighbourhood studio offering introductory classes. The owner wants to see whether flyers displayed in a nearby café bring people to the booking page before paying to print another batch.
Where the link goes
Build the campaign URL here, then use that full URL as the destination when creating a QR code for the flyer. Test the printed code with a phone before distributing it. If the studio also puts flyers in a community centre, create a second link with source community_centre and generate a separate QR code.
What to look for afterwards
Look for visits carrying intro_classes and compare the sources. If your booking-completed event is measured on the site, check bookings as well. A visit is not necessarily one scan: repeat visits, shared links, and failed page loads affect the totals. If booking happens on another service, UTMs on this landing page alone will not establish that a booking was completed.
The campaign fields
- Source
cafe_flyer- Medium
print- Campaign
intro_classes- Content
counter_qr
cafe_flyer identifies the distribution location and print identifies the channel. intro_classes groups the offer across locations. counter_qr distinguishes the code on the café counter from another placement. These are business labels, not information about the person scanning.
https://juniperpilates.example/intro-classes?utm_source=cafe_flyer&utm_medium=print&utm_campaign=intro_classes&utm_content=counter_qrExplore UTM reporting in the live demo. Scroll to the Campaign table to try the different fields and filters.