UTM Builder

When you share links on social media, UTM parameters help you track where your website traffic comes from. SoSocial’s built-in UTM Builder makes it easy to add these tracking tags without manually editing URLs.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL. Analytics tools like Google Analytics read these tags to show you exactly which social posts, campaigns, and platforms are driving traffic to your site.

Available Fields

The UTM Builder provides five standard fields:

• Source — Identifies the platform (e.g., facebook, instagram, twitter).
• Medium — Describes the marketing medium (e.g., social, cpc, email).
• Campaign — Names your specific campaign (e.g., summer-sale, product-launch).
• Term — Tracks specific keywords, useful for paid campaigns.
• Content — Differentiates between variations of the same ad or post (e.g., video-ad, carousel).

How to Use It

1. Write your post and include a URL in the caption.
2. Open the UTM Builder section in the composer.
3. Fill in the UTM fields that are relevant to your campaign. Source and Medium are the most commonly used.
4. The builder generates the full URL with all parameters appended automatically.

For example, a URL like https://yoursite.com/sale becomes: https://yoursite.com/sale?utm_source=instagram&utm_medium=social&utm_campaign=summer-sale

Tips

• Be consistent with naming — Use lowercase and hyphens (e.g., summer-sale, not Summer Sale). This keeps your analytics data clean and easy to filter.
• Always set Source and Medium — These are the minimum fields needed for meaningful tracking.
• Use Campaign for promotions — Name each campaign uniquely so you can compare performance across time periods.
• Review in analytics — Check your Google Analytics Acquisition reports to see how UTM-tagged traffic performs.