Marketing tool

UTM link builder

Создание ссылок с UTM-метками для отслеживания рекламных кампаний

What are UTM parameters?

Required parameters

  • • utm_source — traffic source (yandex, google, vk)
  • • utm_medium — channel type (cpc, email, social)
  • • utm_campaign — campaign name

Optional parameters

  • • utm_term — keyword in paid search
  • • utm_content — ad variant for A/B tests

UTM tagging: order in your analytics

Why you need UTM tags

Without tagging, all advertising merges into “link clicks”, and it is impossible to tell which channel brings leads. UTM tags let you see the effectiveness of each source, campaign and ad in Yandex Metrica and GA4.

The builder assembles a correct link, encodes special characters and inserts templates for popular platforms: Yandex Direct, VK Ads, Telegram Ads, newsletters.

Tagging rules

Agree on a single case and a dictionary of values (Latin only, lowercase) and keep a mapping table — otherwise “Yandex”, “yandex” and “яндекс” become three different sources in reports.

Do not tag internal site links with UTM: clicking them breaks the original session and spoils attribution.

Frequently asked questions

What are UTM tags?+

Parameters added to a URL to track traffic sources in analytics systems: utm_source (source), utm_medium (channel), utm_campaign (campaign), plus utm_term and utm_content for refinement.

What values go in utm_source and utm_medium?+

Established conventions: utm_source is the platform (yandex, google, vk, telegram), utm_medium is the traffic type (cpc for ads, email for newsletters, social for social media, referral for partners).

Do UTM tags affect SEO?+

They can create duplicate pages. Protection: rel="canonical" on all pages and parameter handling (Clean-param in robots.txt for Yandex). UTM tags are not used inside the site — only for external links.

What are Yandex Direct dynamic parameters?+

Substitutions like {campaign_id}, {keyword}, {source} that Direct replaces with real values on click. The generator supports ready templates with these parameters.