In a nutshell
UTM parameters are a "where it came from" luggage tag attached to a link. If you add something like ?utm_source=x&utm_medium=social to the end of a URL, an analytics tool such as Google Analytics reads that tag and records where the visit came from.
The main items
Google Analytics Help advises always adding three: utm_source, utm_medium and utm_campaign (Collect campaign data with the Campaign URL Builder, as of October 2026).
| Item | Meaning | Example |
|---|---|---|
| utm_source | From where | x, instagram |
| utm_medium | By what route | social |
| utm_campaign | For which campaign | spring_sale |
| utm_content | Which post or which part | post_0412 |
Tips for tagging
The most important thing is to keep your wording consistent. If X and x, or twitter and x, get mixed, the analytics tool counts them as different sources and your totals split. If several people are involved, decide the list of words to use first. It is safest to stick to lowercase letters and avoid spaces. The share of times a link was clicked is explained in CTR.
Adding UTM makes a URL long. Pasted as it is into the text, it is hard to read and uses up characters, so combining it with a short URL is the usual approach. If you follow people all the way to sign-ups or purchases after they reach your site, you can see the relationship with conversions too. The whole picture of how to combine them is explained in Measure results with UTM and short links.
In SNS TOWN
When you write a URL in the text on the composer screen, "Shorten URL" appears. Pressing it replaces the URL with an SNS TOWN short link, with the name of the network you are posting to in utm_source and social in utm_medium. Clicks are counted day by day for real people only, and you can check them on the post's page.
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