Free tool
UTM builder
Add tracking tags to any link so your analytics can tell where the traffic came from. Fill in the fields, copy the tagged URL, and use a different one in each place you post.
Enter a website URL and a source to generate your link.
What the tags mean
A UTM-tagged link works exactly like a normal link, but it carries a label your analytics can read. Source is where it came from (instagram, newsletter), medium is the channel type (social, email, cpc), and campaign is the push it belongs to (diwali-sale). The optional term and content fields separate paid keywords or two versions of the same link.
UTMs label the traffic, but they do not count the taps for you or fix the logged-out in-app browser problem on mobile. That is where a short link helps: point a short link at your UTM URL and you get one clean address that opens the native app, keeps its own real-time count in link analytics, and still passes the UTM label downstream. There is a fuller walkthrough in UTM tracking for short links.
UTMs tell you the channel. We tell you the sale.
directinapp counts every tap and, with conversion tracking, ties it to the order it drove, so you see revenue per channel, not just traffic.
See conversion trackingFAQ
Frequently asked questions
What is a UTM parameter?+
A UTM parameter is a small tag added to the end of a link (like ?utm_source=instagram) that tells your analytics where a visitor came from. It does not change where the link goes; it just labels the traffic so you can see which post, email or channel sent it.
What are the five UTM parameters?+
utm_source (the specific origin, e.g. instagram), utm_medium (the channel type, e.g. social or email), utm_campaign (the campaign name, e.g. diwali-sale), and two optional ones: utm_term (a paid keyword) and utm_content (an A/B variant or placement). Source, medium and campaign are the three you should always fill in.
What is the difference between utm_source and utm_medium?+
Source is the exact place the traffic comes from, such as instagram, newsletter or a specific creator. Medium is the type of channel it belongs to, such as social, email or cpc. Instagram is a source; social is its medium.
Do UTM links work with short links?+
Yes, and they work best together. Point a short link at your UTM-tagged URL: the short link gives you one clean, tappable address (and on mobile it opens the destination in its native app), while the UTM label travels downstream to your analytics. directinapp also counts every tap on the short link itself.
Should UTM values be lowercase?+
Yes. utm_source=Instagram and utm_source=instagram are counted as two different sources, which fragments your reports. Pick a lowercase, no-spaces convention (use hyphens, like diwali-sale) and keep every link consistent.