UTM Builder

UTMs are the utm_source, utm_medium, and utm_campaign tags you add to a link so analytics tools know where a visitor came from. TrueMetriks reads them on every click and uses them for channel attribution across the dashboard. This page builds those tagged URLs for you and gives you ready-made templates for the ad platforms.

The builder

Fill the form top to bottom. The output updates live as you type.

Video guide

• URL is the destination the ad or link points to. The UTMs are appended to it; if the URL already has UTMs, they are replaced.
• Your conventions lets you save a set of values you reuse often and load them back with one click, so your tags stay consistent every time. See Save your naming conventions below.
• Source (required) is the platform the traffic comes from, like facebook, google, or tiktok.
• Medium (required) is the marketing medium: cpc for paid ads, email for newsletters, social for organic posts.
• Campaign (required) is the campaign name. Keep it lowercase with underscores or hyphens for consistency.
• Term (optional) is the paid-search keyword, when relevant. Usually blank for non-search ads.
• Content (optional) distinguishes similar ads pointing at the same URL, which is what you use for A/B testing creative variants.

The fields marked with a red asterisk are required; the rest are optional.

Save your naming conventions

The single most important habit with UTMs is consistency: pick one naming convention and use it every time. If one campaign is tagged youtube / social and the next is YouTube / Social, TrueMetriks reads them as two different sources and your reports split in two. Saved conventions are how you lock that consistency in so you never have to remember the exact spelling again.

Fill the fields the way you want them once, then click Save current and give the convention a name. Only the name is required; the source, medium, campaign, term, and content come pre-filled from what you typed, and you can adjust any of them before saving.

Once saved, the convention shows up as a chip under Your conventions. Click the chip and it pre-fills the source, medium, campaign, term, and content fields for you, so you never retype them or risk a typo. It leaves the URL field alone, since the destination changes from link to link.

Saved conventions live on the site, not in your browser, so everyone on your team with access to that site sees the same list and tags links the same way.

Manage, edit, and delete

Click Manage to see every convention you have saved. Drag them to reorder; the top five show as chips. The pencil opens the same dialog as Save current (titled Edit convention) so you can rename a convention or change its values, and the trash removes it.

Deleting asks you to confirm first, so you will not remove a convention by accident.

Why naming conventions matter

Attribution is only as good as the tags feeding it. One convention, used everywhere, keeps every click rolling up to the right source, medium, and campaign across your whole dashboard. Decide on your names once, then never switch the spelling, casing, or wording mid-stream. For the full picture of why this matters and how to structure your names, read Organize your data for better tracking on our blog.

The output

Once the form is filled, the builder gives you two things to copy. Here is what they look like for the example above; both stay empty until the form is valid.

• Full URL is the complete, ready-to-share link with the UTMs already on it. Paste it anywhere you share a link directly: an email, a social post, a link-in-bio.
• Ad platform UTM string is just the parameters, with no URL in front. Paste this into an ad platform's "URL parameters" field; the platform appends it to your destination URL automatically when it serves the ad. Its label changes to match the preset you picked (for example "Facebook URL parameters string").

Short links

A full UTM URL is long and not very pretty: it carries every parameter the form just built. That is fine for an ad platform, but not for somewhere people actually see the link, like a YouTube description, an Instagram or LinkedIn bio, a printed QR code, or a podcast show-note. The Short link card, right below the Full URL, fixes that. It turns the Full URL into a short, branded link on your own tracking subdomain, so haven.your-site.com/go/summer-sale redirects to the long tagged URL and every click still carries the full UTM tagging.

Because the short link lives on your own verified subdomain, the same one you set up in Connect your domain, it looks like you and not a third-party shortener, and it keeps working for as long as your domain does. The card only appears once your domain is connected and verified; until then it shows a prompt to set that up first.

Video guide

Click Create short link to open the dialog.

• Name (required) is a label for you, so you can find the link again later, like Summer sale - Facebook or June newsletter. It is never shown to visitors.
• Short link is the part after /go/. Leave it blank and TrueMetriks generates a short random slug for you, or type your own to get a clean, memorable one like summer-sale. You can use letters, numbers, dashes, and underscores.
• Destination URL is where the link sends people. It comes pre-filled with the Full URL the builder just made, so the redirect carries all your UTM tags; paste a different URL here if you want.

Click Save and the link appears in the card below. Each row shows its name and the full short URL, with three actions: copy the short link to your clipboard, edit its name, slug, or destination, and delete it (deleting asks you to confirm first).

Use the Search by name box to find a link once you have built up a lot of them. Short links are saved per-site, so everyone on your team with access to that site shares the same list.

Per-platform templates

Video guide

This is the part you actually paste into your ad platforms, and it is different from the single link above. For ads you do not build a URL per click; you hand the platform one template string and it tags every click for you. The templates use each platform's own macros, so the platform fills in the real campaign, ad, and creative IDs at serve time, and they carry the extra TrueMetriks attribution parameters the rest of the platform depends on. Copy each one with its Copy button.

The only thing you have to get right is where the string goes, and that is different for each platform.

Facebook: paste it on each ad (ad level). Facebook has no account-wide place to put URL parameters, so the template lives at the ad level. Select the ad, scroll down to its Tracking section, and paste the Facebook string into the URL parameters field. You repeat this for every ad you create. That is what makes Facebook's {{campaign.id}} / {{ad.id}} macros resolve per ad.

Google Ads: paste it once at the account level. Google does have an account-wide slot, so you only set it a single time. Go to Admin, then Account settings, open the Tracking section, and paste the Google string into the Tracking template field, then click Save. Every campaign and ad in the account inherits it automatically. There is nothing to repeat per ad and no scripts to install. ({lpurl} at the front is Google's macro for "the landing page URL," so the template wraps whatever destination each ad already points to.)

TikTok: paste it on each ad (ad level). Like Facebook, TikTok has no account-wide slot, so the template lives at the ad level. In TikTok Ads Manager, select the ad and paste the TikTok string into the ad's URL / tracking parameters field, then repeat for every ad. Use the macros exactly as written; TikTok resolves them to real numeric IDs on real ad clicks (in previews they can stay literal, which is normal):

utm_source=tiktok&utm_medium=paid&utm_campaign=__CAMPAIGN_ID__&utm_content=__CID__&utm_term=__AID__&ttclid=__CLICKID__&r_ad_id=__CID__&r_adgroup_id=__AID__&r_campaign_id=__CAMPAIGN_ID__&placement=__PLACEMENT__

The TikTok macros map onto the standard UTMs the same way the other platforms' do: __CID__ is the ad (creative) ID and fills utm_content, __AID__ is the ad group ID and fills utm_term, and __CAMPAIGN_ID__ is the campaign ID and fills utm_campaign. __CLICKID__ becomes ttclid, TikTok's click ID, and the r_* parameters carry the same raw IDs through to TrueMetriks.

One TikTok-specific requirement: when you create your TikTok pixel in TikTok Events Manager, choose Pixel + Events API or Events API as the connection method, not Pixel only. The TikTok integration page walks through the full setup.

The macro tokens like {{campaign.id}} (Facebook), {creative} (Google), and __CID__ (TikTok) are placeholders the ad platform swaps for real IDs as each ad runs. The extra r_*, gc_id, and placement parameters carry those raw platform IDs through to TrueMetriks so attribution stays correct even when ad IDs collide across accounts.