Campaigns and UTM builder

UTM tags are small tracking parameters added to the destination URL so marketing reports can show where visitors came from. Common fields are utm_source for the traffic source, utm_medium for the channel, utm_campaign for the campaign name, utm_term for keywords, and utm_content for creative variants. Campaigns group many links under one marketing initiative, while UTM templates save reusable values. When a user applies a template, its values are copied into the specific link so later template edits do not unexpectedly change old links. UTM data can also be edited per link. clk.ms checks for missing, duplicated, or broken UTM parameters and shows the final destination URL before the short link is used in a campaign.

UTM parameters, campaigns and templates

UTM tags are added to the target URL and sent to the target website. They help its analytics system differentiate between traffic sources. The mere presence of UTM does not create a conversion and does not enable analytics on the landing page.

Label — Meaning — Example utm_source — Source — newsletter utm_medium — Channel — email utm_campaign — Campaign — autumn_2026 utm_term — Keyword or segment — returning_customers utm_content — Ad/Button Option — hero_a

You can set tags when creating a link or in the UTM tab of its card. If UTM is used, fill in three required values: source, medium and campaign. This also applies to addresses that already contain UTM. Adhere to a single register and directory of names. The values Email and email may become different rows in third-party analytics.

Campaigns and templates are created on the «UTM tools» page. The campaign stores the name and base values source/medium/campaign. The template helps reuse a set of labels, including term/content. The UTM campaign name field of the template supports the {campaign_name} substitution; do not translate or rename it.

After selecting a campaign/template, check the final values of the link and save them. Editing a campaign or template and applying changes to associated links are separate steps. The apply button allows you to update the associated target URL; Before doing this, evaluate the impact on already running reports.

The UTM clear button removes managed tags from the target URL. The remaining request parameters and the fragment #... are saved. Deleting a campaign or template should not be used as a way to delete the link itself.

For a printed poster, it is convenient to create a separate link with utm_source=poster, utm_medium=offline, utm_campaign=autumn_2026, and for mailing - a second link with newsletter/email. The channels are then distinguishable regardless of the primary landing page match.

Complete user guide · Practical course

How to apply this section

Each topic explains a feature, the user decision behind it, and how to use it without making the link harder to manage. Read the checklist before changing a link that is already shared.

Before you publish or update

Start from the visitor experience: who opens the link, from where, on which device, and what should happen next.
Check that the destination is correct, opens quickly, and shows the expected page for the intended audience.
Choose only the controls that match the goal, such as expiration, password, referrer, QR design, UTM, routing, or analytics sharing.
Save a short note for important changes so future review, rollback, or teamwork stays clear.
Open the short link in a private browser session and, when relevant, test mobile, desktop, QR scan, and protected access paths.
Review analytics after sharing to confirm real visitors, source quality, device mix, and campaign performance.

Practical example

Example: create a test link for an internal page, add a clear slug, set a short expiration, enable preview if the destination is sensitive, scan the QR code from a phone, then check whether the visit appears in the link statistics.

Next step

After this topic is clear, combine it with one adjacent feature. For example, pair UTM with campaigns, QR with print layouts, targeting with fallback, or webhooks with conversion tracking.