They tell every analytics tool (GA4, PostHog, Plausible, Adobe) which campaign drove a visit, without you wiring up anything custom on the destination site.
reddit, twitter, newsletter, linkedin. Lowercase, no spaces.social for organic posts, cpc for paid clicks, email, referral, affiliate.launch_q3, hero_pill, black_friday. Stable across all links inside one campaign.bio_link, post_5, headline_b. Lets you A/B inside one campaign.Source, medium, and campaign are required. The others are optional. Keep params lowercase with underscores — analytics tools treat Reddit and reddit as two different sources, which fragments your reports.
Three: utm_source, utm_medium, and utm_campaign. Google Analytics and most other tools will ignore a partial UTM string — if you only set utm_source, the visit will show up as direct or untagged.
Yes. Lowercase with underscores is the convention. Reddit, REDDIT, and reddit are three different rows in your GA report otherwise. The 'Lowercase + underscore' toggle on this builder enforces it; leave it on unless you have a specific reason.
Anything stable and human-readable. We use lowercase_snake with a short label and a date or quarter: launch_q3, hero_pill, black_friday_2025. The key is that everyone on your team uses the same name for the same campaign — otherwise you can't roll up performance.
No. Internal links inside one domain shouldn't carry UTMs — they overwrite the original referrer and inflate the wrong source. Tag only links you place on external surfaces (Reddit, X, ads, newsletters, partner sites).
Not directly, but you should use rel=canonical on the destination so Google doesn't index the tagged variants as separate pages. Most sites already canonicalize correctly; check yours with our Open Graph tester or by viewing the source.
utm_term is the keyword that triggered the click (mostly used by paid search). utm_content is the creative or placement — which ad variant, which bio link, which spot in the email. If you A/B test, utm_content is the dial.
No. This builder uses the URL constructor, which preserves existing query strings and adds the UTM params alongside them. The destination page sees both sets of params.
A UTM tells you which channel worked. Napkin makes the channel work. UGC, Reddit, and GEO as one motion for AI companies. 15-minute call, no pitch deck.
Pair with the Open Graph tester to preview how the tagged link looks on social, or the marketing ROI calculator to put a dollar value on the campaign you just tagged.