UTM builder

Tag your links consistently so you can understand which channels, campaigns, and creative variations bring visitors to your content.

What are UTM parameters?

UTM parameters are campaign tags appended to a URL. Analytics tools use these values to identify the traffic source, marketing channel, and campaign associated with a visit. A consistent naming approach makes results easier to compare across your campaigns.

https://yourwebsite.com/sale?utm_source=twitter&utm_medium=social&utm_campaign=summer_promo

Building a campaign URL

When creating a short link, open UTM Parameters Builder and enter the tags for your campaign. Review the values before creating the link, using the same spelling and capitalization wherever you want traffic grouped together.

Source (utm_source) Identify where the visit originated, such as google, newsletter, or twitter.
Medium (utm_medium) Describe the marketing channel, such as cpc, social, or email.
Campaign (utm_campaign) Give the campaign a consistent name, such as spring_sale or launch_2026, to connect traffic from related placements.
Term & content Use utm_term for paid search keywords and utm_content to distinguish creative variations or link placements within the same campaign.

Naming tip: Use short, descriptive values such as summer_launch. Agree on a shared naming convention with your team to keep reports consistent.

UTM forwarding & analytics

You can also append UTM parameters to the short link you share. For example, use goose.re/promo for your campaign and share goose.re/promo?utm_source=facebook in a Facebook placement.

Parameter forwarding

Goose.re forwards UTM parameters from the short link to the destination URL. Add placement-specific tags to one short link to distinguish social, email, and other campaign traffic in your destination analytics.

Reviewing campaign traffic

UTM parameters supplied on the short link are recorded with the click. Open the link's analytics to review the source, medium, and campaign breakdowns for those visits.