UTMs

UTMs (Urchin Tracking Modules) are parameters added to the end of a URL with the purpose of tracking the traffic source of each visit.

UTMs are primarily analyzed through Google Analytics or other specialized web analytics tools (Metricool does not offer UTM analytics). When someone clicks on a link with UTM, the parameters are sent to Google Analytics, where you can see which source, medium, or campaign the traffic comes from. This allows for the analysis of specific campaign performance and adjustments to optimize results.

With Metricool, you can generate a UTM link while planning.

How to create UTM parameters from the Metricool planner.

Go to the Planning section in the main menu.

Click on Create new post. A new window will open where you can see all the options to create your post.

Exceptionally, UTMs cannot be applied in the Instagram story format.

In the bottom options bar, click on the link icon:



Parameters to create a UTM link

Required:

URL of the website: Link where you want to direct users.
Source: Indicates the source that sends traffic to the landing page. For example, Facebook, an email, a third-party tweet, or a blog post.
Medium: This is the medium in which the link we subsequently want to analyze appears: email, banner, etc.
Name of the Campaign: Add a name to the campaign to quickly identify it and thus be able to measure its impact.

Optional:

Search term: Mainly used to identify keywords, for example, for PPC ads.
Content: If several campaigns are pointing to the same URL, this parameter allows you to differentiate them.

Click on save.

Remember that if you do not want the full link to be displayed, you can activate the shortener in global settings. This way, the link will be shortened when the post is published.

Edit the UTM link

You can edit the link before publishing in two ways.

Directly in the UTM link created in the text field.
Click on the link and then the UTM icon.

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Updated on: 24/03/2025