How to Use UTMs

Building UTMs is simple and you can easily do it yourself. Here’s a quick guide to get you started. If you'd like more detailed instructions, check out our complete guide.
STEP 1: Define a Tracking Convention
The basic principle for creating good UTMs is consistency. Following a naming system will make your UTMs much easier to analyze.
Start with defining your Sources and Mediums. UTMs are case sensitive and need to be entered the exact same way every single time in order to be recognized as the same source or medium. We recommend keeping everything lowercase and not using any abbreviations. Spaces will break the tracking, so use underscores if you need to separate words.
UTM mediums & sources table
STEP 2: Build Your UTMs
Try to add UTMs to every link you publish. Each element (ad, email, banner, etc.) needs its own UTM link.
Oribi's free UTM builder makes creating your links super easy. Simply type the URL of the page you want your visitors to arrive at, and then select the medium and source you'll be using the link with. Give your UTM an identifiable campaign name and—that's it! You've got a UTM. Make sure to create a unique UTM for every place you include a link.
UTM builder
When a UTM link is clicked, the parameters you’ve set will be sent to Oribi and appear in the Channels > UTMs section to evaluate how many conversions each campaign results in. You can also use the Attribution feature to observe the full marketing journey of your visitors based on that initial click.
Check UTMS using Attribution feature
To keep track of all your UTMs, we recommend creating a list that you can share with your team, like this UTM builder template. To use it, just create a copy of this template.