UTM tags (Urchin Tracking Module) are URL parameters that allow you to track channels, traffic sources, keywords, and other influencing factors.
Tags are added to the URL after the question mark and delimited by the ampersand «&», similar to GET parameters. They serve as an information transmitter to the server using a link.
There are five universal UTM tags. Three of them are mandatory, and two are optional, i.e., they are not required to be used. Universal tags are available for analysis in major analytics systems, such as Google Analytics or Yandex.Metrika.
Tags can be generated in two ways: independently or with the help of a special service. The manual method is time-consuming and increases the risk of labeling errors. UTM tag generators allow you to create tags quickly, easily and without errors.
Official service from Google. The following fields must be filled: target link, source, traffic channel and company name. After that, the algorithm automatically generates a link with a tag.
This service provides UTM tag templates for Google Ads, Yandex.Direct, Facebook. You can create tags with your values as well.
This generator has limited functionality. It is convenient to use for small advertising campaigns. To create a link, you need to enter values in the empty fields and generate a tag.