> Index of Phersa pages for AI agents: https://phersa.com/llms.txt

# UTM Builder

Build UTM links for Instagram and Facebook, so your analytics shows which DM, bio link, Story or comment keyword sent each visit. For creators and sellers who send people to their own store, guide or product page.

## How to use the UTM Builder

1. Paste the page you link to: your product, guide or store page.

2. Pick Instagram or Facebook and where the link goes (DM, bio, Story). Type your comment keyword as the campaign.

3. Copy the tagged link and use it in that one place, so its visits show up under their own name.

## The five UTM tags

| Tag | What it names | Example |
| --- | --- | --- |
| `utm_source` | Where the visit comes from | instagram, facebook |
| `utm_medium` | The kind of placement | dm, bio, story, reel |
| `utm_campaign` | The campaign. For comment-to-DM, the keyword | glow |
| `utm_content` | Which version, when you test two | dm-v2, red-mask-reel |
| `utm_term` | A paid keyword, mostly for search ads | Usually empty |

Google says to always set source, medium and campaign. The other two are optional.

## Naming conventions that keep reports clean

- **Use lowercase.** Google Analytics treats Instagram and instagram as two sources. The builder lowercases by default.
- **Pick one word for each place and keep it.** If DMs are dm today, don’t make them direct-message next week.
- **Use hyphens, not spaces.** Spaces turn into %20 or + in the link.
- **Campaign = the keyword** for comment-to-DM, so each keyword’s visits and sales sit on their own line.
- **One link per place.** The same link in your bio and your DM mixes the two.

## Where to read the tags

In Google Analytics 4, open **Reports › Acquisition › Traffic acquisition** and set the table to Session source / medium or Session campaign. Store and link tools that read UTM tags show them in their own reports.

GA4 puts a visit in its Organic Social channel when the source is on its list of social sites or the medium is `social`. instagram and facebook are on that list, so links made with the presets land there, whatever the placement. A paid-looking medium, like `cpc` or one that starts with `paid`, moves them to Paid Social.

Next, send the tagged link by DM to everyone who comments your keyword, on Instagram and Facebook Pages. [How comment-to-DM works →](https://phersa.com/comment-to-dm)

## UTM Builder questions

### What UTM tags should I use for Instagram?

utm\_source=instagram, a utm\_medium for the place (dm, bio, story or reel) and a utm\_campaign, such as your comment keyword. Keep every value lowercase. Google Analytics files these visits under Organic Social, because instagram is on its list of social sites.

### Which UTM tags do I need?

Source, medium and campaign. Google recommends always setting those three. Content helps when you test two versions. Term is mostly for paid search keywords.

### Are UTM tags case-sensitive?

Yes. In Google Analytics, utm\_source=instagram and utm\_source=Instagram are two different sources. Keep every value lowercase.

### Do UTM tags change where the link goes?

No. They only add labels to the address. The page opens as usual, and your analytics reads the labels.

### What happens to the tags already in my link?

They stay. The builder adds the UTM tags to the link’s existing query, replaces any UTM tag you set again, and keeps a #section at the end.

### Should I put UTM tags on an Amazon affiliate link?

There’s no need. Amazon counts your affiliate clicks by the tracking ID in the link. Build those links with the Amazon Affiliate Link Generator, and keep UTM tags for your own pages and store.

[Amazon Affiliate Link Generator →](https://phersa.com/tools/amazon-affiliate-link-generator)

## More free tools

- [Amazon Affiliate Link Generator — Paste any Amazon product link or ASIN, add your tracking ID, and get a clean tagged link to copy.](https://phersa.com/tools/amazon-affiliate-link-generator)
- [Instagram DM Link Generator — An ig.me link and an m.me link that open a DM with your account, each with a QR code to download.](https://phersa.com/tools/instagram-dm-link-generator)
- [QR Code Generator — QR codes for a link, your Instagram profile or DMs, email or Wi-Fi, with your colors and logo. PNG or SVG.](https://phersa.com/tools/qr-code-generator)

[See all free tools for AI persona creators →](https://phersa.com/tools)

Source: https://phersa.com/tools/utm-builder