UTM link builder
Build campaign URLs that keep your analytics clean: source and medium presets per network, tidy lowercase values, and the finished link ready to copy.
The naming scheme that keeps reports readable
- One value per concept, forever: pick x (not twitter, not X) and never vary it. Analytics tools do exact string matching, so every variant becomes a separate row in your report.
- Source answers "where was the click", medium answers "what kind of channel". The pair (x, social) reads naturally in GA4's default reports; inventing your own taxonomy fights the tool.
- Campaign names work best date-free and specific: launch-week beats campaign-2026-07-11, because you will filter by it, not sort by it.
- Use utm_content when one post carries two links (say, bio link and first comment), so you can see which placement actually converts.
Frequently asked questions
What are UTM parameters?
Five query parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that Google Analytics and most other analytics tools read to attribute a visit to the link that caused it. They change nothing about the page; they only label the traffic.
Which UTM parameters do I actually need?
Source and medium are the pair GA4 keys its reports on, so treat those two as required. Campaign is worth adding whenever the link belongs to a push you will want to evaluate later. Term is for paid keywords, and content is for telling two links in the same post apart.
What should utm_source and utm_medium be for social posts?
The convention that keeps reports clean: source is the network (x, linkedin, instagram) and medium is 'social' for organic posts. Newsletters use source=newsletter (or the list name) with medium=email. The presets above apply these pairs.
Why does everyone say to keep UTM values lowercase?
Because analytics tools are case-sensitive: X, x, and Twitter show up as three different sources and your report splits into fragments. Lowercase everything, use dashes instead of spaces, and reuse the exact same values every time. The tidy toggle enforces this.
Do UTM parameters hurt SEO?
Not on links from social posts or emails pointing at your site. The thing to avoid is using UTM parameters on internal links within your own site, which confuses analytics sessions and can create duplicate URL noise. For external campaign links, they are the standard.
The link tells you what worked. The schedule is why it ran at all.
posthell publishes your tagged links to 15 networks on schedule, with per-network tailoring and a first-comment option that keeps the link out of the post body where networks demote it.