UTM link builder

What UTM tags do

UTM tags are a few extra parameters on a link, like ?utm_source=instagram&utm_medium=bio. They do not change the page. They tell your analytics where the click came from, which matters for bio links: apps like Instagram and TikTok often open links in their own browser and send no referrer, so without tags those visits show up as "direct".

• utm_source is the site or app: instagram, x, newsletter.
• utm_medium is the kind of placement: bio, post, email.
• utm_campaign groups links for one push, like a launch.
• utm_term and utm_content are optional, to tell apart two links in the same place.

Naming that stays readable

Pick a convention and keep it: lower case, no spaces, the same source name everywhere. "Instagram", "instagram" and "IG" show up as three different sources in most analytics tools. The presets above use lower case names and bio as the medium for profile links.

Do not tag links between pages of your own site. A UTM tag starts a new visit in many analytics tools, which splits one person's visit in two.

Where the tags show up

makerhandle's built-in analytics read UTM tags on your page and break visitors down by source, medium and campaign, with no cookies. The longer guide, how to track link in bio clicks with UTM tags, covers which tags to put on each profile, and the Product Hunt launch guide shows a tagged launch day.