Recommended structure:
utm_source=google
utm_medium=cpc
utm_campaign=nombre_de_campana
utm_term=palabra_clave
utm_content=boton_azul_video1Use these UTMs especially in search and shopping.
Recommended structure:
utm_source=facebook
utm_medium=social
utm_campaign=nombre_de_campana
utm_content=video_1_imagen_carruselPerfect for reels, carousels, stories, and A/B testing.
Making UTMs by hand can be time-consuming and error-prone. That's why we're sharing an Excel template that helps you generate UTM links quickly and easily.
📄 Includes:
Si prefieres trabajar directamente en el navegador, estas opciones también son útiles:
Herramienta oficial de Google. Fácil de usar, ideal para Google Analytics.
Plataforma independiente para crear UTMs en segundos y exportarlos.
Generador pensado para usar Google Analytics junto con campañas de Meta.
Si no sabes que es un UTM y de dónde vienen tus resultados, no puedes mejorar.
Usa UTMs en tus campañas para tomar mejores decisiones, optimizar tu presupuesto y escalar tu negocio con inteligencia.
New to SEO? This guide assumes you know the basics, like keyword research and on-page optimization. If you’re just starting out, check out our SEO Basics post first. Then come back here to level up your strategy.
UTMs (Urchin Tracking Modules) are tags that are added to the end of a URL to track where the traffic coming to your website is coming from. In other words, they let you know exactly which campaign, ad, or platform generated a visit, click, or conversion.
🔹 Without UTMs:
You only see general visits in Analytics.
🔹 With UTMs:
You know if they came from Google Ads, Instagram, an email, or a specific reel.
When making ads on platforms like Google Ads, Facebook Ads, or Instagram, you need to know exactly:
UTMs give you clarity to make decisions based on real data, not assumptions.
Want a strategy tailored to your business? We built a free AI prompt that turns this guide into a custom plan for your specific situation. Just plug in your business details and get personalized next steps.
Hootsuite wanted to know which social channel was generating the most registrations for a webinar.
They implemented unique UTMs per platform (utm_source=facebook, utm_source=linkedin, etc.) and found that LinkedIn converted 3× more than Facebook, despite sending less traffic.
By reallocating budget, they achieved a 33% increase in sign-ups in the next campaign.
Source: Hootsuite – How to Use UTM Parameters to Track Social Media Success
Buffer wanted to optimize the links it shared on social media.
They used UTMs to identify which tweets and posts were driving the most clicks and subscriptions.
The analysis showed that certain times and formats had a 26% higher CTR, and that links with short text and direct call-to-action increased subscriptions by 18%.
Source: Buffer – How We Use UTM Tracking Links to Measure Social Media Impact
HubSpot compared the performance of email campaigns versus social media using custom UTMs by channel and content type.
The analysis revealed that emails with downloadable guides converted 42% better than Facebook ads, which led to an increase in overall ROI by 19% when reallocating budget.
Source: HubSpot – Tracking Campaign Performance with UTM Parameters
Now that you know what a UTM is and how to apply it, you have in your hands one of the most effective tools to measure and optimize campaigns on Google, Meta and Instagram. Case studies prove it: when you tag and analyze correctly, you can increase conversions, improve ROI, and make decisions with real data.
Start implementing UTMs in your links today, analyze their performance, and adjust your strategy to achieve extraordinary results. And if you're looking for support to take your marketing to the next level, we can help you get there with custom solutions.
Remember: measuring is power, and with UTMs every click counts.
Written by the WPremiere Team – experts in digital performance marketing, ad design, and creative strategy.
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