UTM Links for Paid Ad Campaigns
Attribute conversions to specific ads, keywords, and creatives.
Quick presets
Where the traffic comes from (referrer).
The marketing channel/medium.
The specific campaign or promotion.
Paid keywords (optional, for paid search).
Distinguishes similar links/ads (optional, for A/B tests).
💡 UTM parameters let Google Analytics, Plausible, and other tools attribute traffic to specific campaigns. Keep naming consistent (e.g. always “email”, never sometimes “Email”) — analytics treats them as case-sensitive and will split your data otherwise.
Paid Ads tips
For Google Ads, auto-tagging (gclid) is common — but UTMs help when feeding other analytics tools that don't read gclid.
Use utm_term for the keyword and utm_content for the ad variant to see which creative converts best.
Consistent campaign naming across Google, Meta, and LinkedIn lets you compare channel ROI in one report.
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