UTM Builder
Tag your campaign URLs so analytics attribute every visit correctly - Then shorten the result so your audience never sees the mess.
UTM parameters, in plain language
- utm_source - Where the traffic comes from (google, newsletter, instagram).
- utm_medium - The channel type (cpc, email, social, qr).
- utm_campaign - The campaign identifier (spring_launch).
- utm_term - Paid keywords, when relevant.
- utm_content - Which variant was clicked (useful for A/B tests).
Tagged URLs get long and ugly fast - That's by design; they're for machines. The fix: build the tagged URL here, then shorten it. Your analytics receive every parameter, your audience sees a clean goto.now link, and you get click stats on top.
The naming rules that keep UTM data useful
Pick a case and stick to it. Analytics tools treat Email,
email and EMAIL as three different channels. Lowercase everything,
always, and your reports stay in one piece.
Sources are places, mediums are types. utm_source answers
"where exactly?" (google, newsletter, instagram); utm_medium answers "what kind
of traffic?" (cpc, email, social, qr). If you're printing a QR code on a poster, a medium of
qr with a source like poster-mainstreet gives you attribution print
never used to have.
Name campaigns so future-you understands them. spring_sale_2026
beats campaign7. Six months from now, the report reads itself.
Never tag internal links. UTM parameters on links within your own site overwrite the visitor's original source and wreck your attribution. Tags are for traffic arriving from elsewhere. Our tracking links guide walks through the whole discipline with examples.
From tagged URL to trackable campaign
Once your tagged URL is built, shortening it does three jobs at once: your audience gets a link they'll actually click, GA4 still receives every parameter after the redirect, and the goto.now link adds its own private click count in your dashboard - A real-time sanity check that arrives hours before your analytics platform batches its reports. Give each channel its own tagged-and-shortened link and you can compare SMS, social and email side by side while the campaign is still live. For the bigger campaign-measurement picture, the link analytics page shows everything each link records.