What are UTM parameters?
UTM parameters (Urchin Tracking Module) are tags you add to your URLs to know exactly where your traffic comes from.
https://mysite.com?utm_source=instagram&utm_medium=social&utm_campaign=summer
The 5 UTM parameters
| Parameter | Purpose | Example |
|---|---|---|
utm_source | The source | instagram, newsletter, google |
utm_medium | The channel | social, email, cpc |
utm_campaign | The campaign | summer2026, launch |
utm_content | The variant | bio_link, banner_ad |
utm_term | The keyword | (for ads) |
How LinkFan handles UTMs
On LinkFan, each link can have its own UTMs. When a visitor clicks on your profile, UTMs are automatically appended to the destination URL.
You configure once, and Google Analytics / your analytics tool sees the source directly.
Common mistakes to avoid
- Case sensitivity —
Instagramandinstagramare counted as 2 different sources - Too many sources — keep 5-10 sources max
- Forgetting on some links — use LinkFan to standardize everything
Conclusion
UTMs are essential to understand what works. With LinkFan, they're configured per link and applied automatically.