UTM Parameters
Track campaigns with UTM source, medium, and campaign parameters on your short links.
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags appended to a URL that tell analytics tools where traffic came from. When you create a short link with UTM fields, those parameters are automatically appended to the destination URL on redirect — keeping your short link clean while preserving full attribution data.
The Five UTM Fields
| Parameter | Required | Purpose | Example |
|---|---|---|---|
| utm_source | Yes | Identifies the platform | twitter, newsletter |
| utm_medium | Yes | Marketing medium | social, email, cpc |
| utm_campaign | Yes | Campaign name | spring_sale_2026 |
| utm_term | No | Paid keywords | url+shortener |
| utm_content | No | Differentiates creatives | hero_banner, sidebar_cta |
How to Add UTM Parameters
- 1
Create a New Link
Go to app.webb.in and click Create Link.
- 2
Expand UTM Parameters
Enter your destination URL, then expand the UTM Parameters section below.
- 3
Fill In the Fields
Enter source, medium, and campaign (required). Add term and content if needed.
- 4
Create the Link
Your short link stays clean. UTM tags are appended automatically when someone clicks.
API Support
Create UTM-tagged links programmatically with the Developer API:
POST /api/urls
{
"targetUrl": "https://example.com/sale",
"utmSource": "twitter",
"utmMedium": "social",
"utmCampaign": "spring_sale_2026"
}Best Practices
- •Use lowercase and underscores for consistency (
spring_sale, notSpring Sale) - •Include the year in campaign names for easy filtering
- •Use
utm_contentto A/B test different ad creatives - •Never put PII (emails, names, phone numbers) in UTM parameters
- •Create a naming convention document so your team stays consistent