What are Parameters and UTM Builder?

Last Updated October 07, 2022
Parameters and UTM Builder:

You can define custom parameters and UTM for each short link. These custom parameters will be added automatically to the long URL. 


1) UTM Source

It enlightens the source of your traffic. And tells you where the traffic comes from like Facebook, LinkedIn or Instagram. So, that can be pretty interesting information for you to identify the most efficient channel to use to generate traffic on your website.

Use "utm_source=google" for the links that you share on Google ads for instance.

e.g. : "Facebook", "LinkedIn", "Twitter", "quora", "blog", "newsletter", etc.


2) UTM Medium

It tells you that "How is your traffic coming to you?”, differentiating the marketing medium you used to attract this traffic. So, It will mainly help you to distinguish paid traffic from organic one.

Use "utm_medium=social" for links you shared on social media, or "utm_medium=email" for links you shared inside the email campaign.

e.g. : Value can also be: "acquisition", "website", "search", "paid_social", "banner", "CPC", etc.


3) UTM Campaign

This tag will inform you about the efficiency of your different campaigns. You just have to specify in these UTM parameters if the link is shared in your "Discount Offer" campaign or inside the "Black Friday Deals" one for instance.

Use "utm_campaign=discount_offer" for links you shared during your discount offering campaign.

e.g. : "discount_offer", "black_friday2022", "special_offer", "winter_discount2022", etc.


4) UTM Term

These parameters allow you to track which keyword term a website visitor came from. This will help you to identify the strategic keyword that you should focus on for SEO or SEM.

Use "utm_term=digital+marketing+tips" if those keywords were paid for in paid keyword campaigns.

e.g. : "growth_hacking_tips", "buy_concert_ticket", etc.


5) UTM Content

It helps to differentiate links or ads from the same source, medium and campaign. It's pretty helpful when there are several links redirecting to the same URL on the same page or email for instance.

Use "utm_content=header" and "utm_content=block_text" to differentiate the traffic coming from links localized on a different post of your landing page (here in the header or in a text block).

e.g. : Value can also be: "nav_bar", "ads_top", "footer", etc


How to add custom parameters like UTM to the link?
  1. While you are shortening your link.
  2. Click on the ⇾ Advanced Option.
  3. After that, navigate to the  Parameters at the bottom of the block.
  4. Then, Choose the parameter "name" and assign a "value".

For example: If you shorten https://Linko.me and you set  utm_source = email when a user clicks on the short link, the final URL will become  https://Linko.me?utm_source=facebook.


Dynamic Parameters/Parameter Forwarder:

The script includes a dynamic parameter feature where it will automatically forward parameters to the final URL. 

For example: If you shorten https://Linko.me and you get  https://short.com/AXy12Z, you can assign parameters like  https://short.com/AXy12Z?affiliateid=123, and then it will be forwarded to  https://Linko.me as  https://Linko.me?affiliateid=123.


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