Help Center > Working with our UTM Builder and Parameter Passing
UTM stands for Urchin Tracking Module. UTM parameters are used in URLs to track the effectiveness of marketing campaigns by identifying the source, medium, and campaign details of incoming traffic. The LookTiny Platform offers a built in UTM builder that quickly and easily helps you add these valuable parameters to any short links you create. In addition, we take these parameters (and any others you add) and pass them along to your destination link for proper tracking.
How UTM Parameters Work?
When a user clicks a link with UTM parameters, the information is passed to analytics platforms, allowing marketers to see details about the source, medium, and campaign that led to the visit. A typical URL with UTM parameters looks like this:
https://lt9.us/sale?utm_source=looktiny&utm_medium=web&utm_campaign=spring_sale
Our UTM Builder supports the following parameters:
- utm_source – Identifies the traffic source (e.g., Google, Facebook, Newsletter).
- utm_medium – Specifies the marketing medium (e.g., email, CPC, social).
- utm_campaign – Names the campaign (e.g., summer_promo, launch_event).
- utm_term (optional) – Tracks keywords for paid search campaigns.
- utm_content (optional) – Differentiates variations of the same ad or link.
How to Use UTM Parameters
- Add them to URLs for social media posts, email campaigns, or ads.
- Use our built-in UTM builder to generate them easily and connect them with your short links.
- Analyze the data in Google Analytics (under Acquisition > Campaigns) and/or other analytics tools to measure performance.
Updated: 06/05/2025