Where the traffic comes from (referrer)
Marketing channel / type
Promotion or campaign identifier
Paid keywords (optional)
Differentiate ads/links (optional)
Enter a website URL to build your tracking link.
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What is a UTM parameter?
UTM parameters are small tags you add to the end of a URL so analytics tools (Google Analytics, Plausible, etc.) can tell exactly where a visitor came from. Instead of a generic “referral,” you see the specific campaign, channel, and ad that drove the click — so you know what's actually working.
utm_source
The referrer — e.g. google, newsletter, facebook. Where the traffic originates.
utm_medium
The marketing channel — e.g. cpc, email, social, referral.
utm_campaign
The campaign name — e.g. spring_sale, product_launch. Groups related links.
utm_term / utm_content
Optional. Paid keywords, and which specific link or creative was clicked.
UTM naming best practices
- Stay lowercase & consistent — UTM values are case-sensitive, so “Facebook” and “facebook” become two different sources.
- Use underscores, not spaces — “spring_sale” keeps the URL clean and readable in reports.
- Never UTM-tag internal links — only tag links pointing to your site from elsewhere, or you'll overwrite the real source.
Know where your traffic lands
Driving traffic is only half the battle — the landing page has to convert. Scan your page with WebScore to check its performance, SEO, accessibility and security — free to run.