UTM parameters are small pieces of information added to the end of a URL to help analytics tools understand where visitors came from and which campaign or link they used.
You can include UTM parameters in destination URLs that you shorten with Azaz.
What does UTM mean?
UTM parameters are commonly used for campaign tracking. They are added to a URL as query parameters and can be read by compatible analytics systems on the destination website.
A normal URL might look like:
https://example.com/product
The same URL with UTM parameters might look like:
https://example.com/product?utm_source=instagram&utm_medium=social&utm_campaign=summer
What are the common UTM parameters?
The most commonly used UTM parameters include:
- utm_source — identifies where the traffic came from.
- utm_medium — identifies the type of traffic or marketing channel.
- utm_campaign — identifies a particular campaign.
- utm_term — can be used for keywords or other campaign information.
- utm_content — can distinguish different links, buttons, advertisements, or creative versions.
What is utm_source?
utm_source identifies the source sending visitors to your website.
Examples include:
instagramfacebookgooglenewsletter
What is utm_medium?
utm_medium describes the type of channel being used.
Examples might include:
socialemailcpcreferral
What is utm_campaign?
utm_campaign gives your campaign a recognizable name.
For example:
utm_campaign=summer_sale
Using campaign names consistently can make reports easier to understand.
When should I use UTM parameters?
UTM parameters can be useful when you want to compare traffic from different campaigns or places where you share a link.
You might use them for:
- Social media campaigns
- Email newsletters
- Online advertising
- Partner or referral links
- Different buttons on a website
- QR code campaigns
- Different versions of the same campaign
Example: tracking different social networks
Imagine that you want to share the same page on Instagram and Facebook.
You could use:
https://example.com/page?utm_source=instagram&utm_medium=social&utm_campaign=launch
and:
https://example.com/page?utm_source=facebook&utm_medium=social&utm_campaign=launch
A compatible analytics system on your website may then distinguish traffic attributed to those different sources.
Why shorten a URL containing UTM parameters?
Adding several parameters can make a destination URL long and difficult to share.
You can shorten the complete campaign URL with the Azaz URL Shortener to create a cleaner link for sharing.
If you are signed in, you can manage your links from My Links.
Use UTM parameters with QR codes
A destination containing UTM parameters can also be used when creating a QR code.
Visit Azaz QR Codes to create QR codes for supported content.
For example, you might use a campaign name that helps distinguish traffic associated with a poster, menu, flyer, or other placement.
Where is UTM data reported?
UTM campaign information is normally interpreted by the analytics system installed on the destination website.
The exact information available depends on your analytics provider and its configuration.
UTM data and Azaz Statistics
Azaz provides available link activity through Azaz Statistics.
Azaz link statistics and the analytics reported by your destination website are separate systems and may show different numbers.
Differences can occur because of filtering, bots, privacy settings, consent choices, attribution methods, reporting periods, and other factors.
Use consistent naming
Try to use consistent names for your sources, mediums, and campaigns.
For example, avoid mixing:
InstagraminstagramIG
if all three values are intended to represent the same source.
A consistent value such as instagram can make your analytics reports easier to organize.
Do not include sensitive information
UTM parameters can be visible in URLs and may appear in browser history, analytics reports, server logs, and other systems.
Never place sensitive information in UTM parameters, including:
- Passwords
- API keys
- Authentication tokens
- Private credentials
- Sensitive personal information
Test your campaign links
Before sharing a campaign link widely, test the Azaz short link and confirm that it reaches the intended destination.
Also confirm that your UTM parameters are preserved and that your destination analytics system is configured as expected.
Use Azaz responsibly
Adding UTM parameters does not change the rules for using Azaz. All links must comply with the Azaz Terms of Service.
To report phishing, malware, scams, or another harmful Azaz link, use the Report page.
Need help?
If you have questions about creating or managing an Azaz short link, visit the Contact page.