UTM parameters: the complete guide to tracking your campaigns

You have a website, you post on social networks, send newsletters, run Google ads — and at the end of the month you look at Google Analytics and see "direct" in half of the visits. Where did these people come from? mystery.

This is where the Parameters UTM come in. They are a simple and free way to label your links so that Google Analytics (and other tools) know exactly where each visit came from. In this guide, I explain everything from scratch, with real examples that you can copy and adapt.

What are UTM parameters?

UTM stands for Urchin Tracking Module — a technical name that you don't need to memorize. What matters is the concept: they are small labels that you add to the end of any URL, and that Google Analytics reads to categorize where that visitor came from.

A link with UTM has this aspect:

There are 5 main UTM parameters:

How to create links with UTM using Kortilink

Creating links with UTM manually is boring and subject to errors — an extra space and the link breaks. The UTM Builder of Kortilink Link WhatsApp automates this process in seconds.

1. Access UTM Builder and paste the destination URL.
2. Fills in the fields: Font, Middle, Campaign, and optionally content.
3. Click on "Generate Link" — the full link with UTM appears automatically.
4. Choose to shorten the link immediately, so that it is clean before you share it.

The native integration between the UTM Builder and the Kortilink shortener is especially useful here: instead of sharing a kilometric link with all the parameters in sight, you share something like kortl.ink/Campanha-Abril — which internally carries all the UTM information.

Practical examples of UTM for different channels

An important tip: always uses lowercase letters and hyphens instead of spaces. Google Analytics distinguishes "Instagram" from "Instagram" — if you are not consistent, you will have duplicate and confusing data.

How to analyze results in Google analytics

With the UTMs configured and the links to be shared, the data starts to appear in Google Analytics 4 (GA4) in 24-48 hours. To find them:

1. Access GA4 and goes to Reports → Acquisition → Traffic Acquisition.
2. In the main dimension dropdown, selects "Session Source/Middle" to see the Source/Medium combinations.
3. To see the campaigns, go to Acquisition → Campaign Acquisition.
4. You can create segments to compare the behavior of users from different sources.

What you should follow in each campaign:

• Sessions by source — How many visits each channel is generating
• Campaign rejection fee — if people arrive and leave soon, the message is not aligned
• Source Conversions — which channel actually converts, not just brings traffic
• Session average duration — indicates the level of engagement per channel

Conclusion

UTM parameters are one of the simplest and most powerful tools in digital marketing — and most people don't use them or use them poorly. With 5 minutes of setup per campaign, you have a clear vision of where your conversions come from and where you are wasting effort.

Start today: Create your next link with UTM using the UTM Builder of Kortilink, shorten it and start collecting real data. In a month, you will have enough information to make much smarter marketing decisions.