You posted a link in five places, and your analytics says fifty people arrived, but not from where. UTM labels fix that. This tool adds small campaign labels to any link: where it was shared, how, and which campaign it belongs to. Share the labelled link, and Google Analytics on your site sorts the visits by those labels, so you can see which post, email or ad actually worked.
What each label means
There are five standard labels, and three of them matter every time. Source answers where: facebook, google, newsletter, or the name of the site that carries the link. Medium answers how: social, email, cpc for paid clicks, or referral. Campaign answers which push: summer-sale, launch-week, or whatever name you gave that effort. Term is optional and mostly for paid search keywords. Content is optional and tells apart two links in the same campaign, such as the top button versus the bottom link in one email. Use the same three required labels on every link of one campaign, and change only content when you test variants.
How Google Analytics reads them
When a visitor opens your labelled link, your page loads and Google Analytics reads the labels from the address. In your reports they appear under Acquisition, grouped by source, medium and campaign. That is the whole mechanism: the labels ride in the address, and your analytics account does the counting. Nothing about the labels themselves counts anything. If your destination page has no analytics installed, the labels sit unread in the address and you learn nothing, so check that your site actually runs Google Analytics before you judge a campaign.
Naming rules that keep reports clean
Use lowercase everywhere, because analytics treats Summer-Sale and summer-sale as two different campaigns. Use hyphens instead of spaces, and keep names short and consistent: facebook, not fb on one link and Facebook on the next. Never put personal data, passwords or secrets in a label, because the full address shows in browser bars, server logs and referrer headers. And never add UTM labels to links inside your own site: internal links with campaign labels overwrite the original source and your reports will wrongly credit your own pages for visits that came from outside.
An example, end to end
Say you run a summer sale and post about it on Facebook. Your page is example.com/sale. Source facebook, medium social, campaign summer-sale gives example.com/sale?utm_source=facebook&utm_medium=social&utm_campaign=summer-sale. Post that exact address on Facebook and the plain address everywhere else. A week later your analytics shows how many sale visits came from that Facebook post versus everything else, and you know whether to post there again. One labelled link per place you share is the habit that makes the numbers useful.
Limits to know, stated plainly
This is the honest client-side version of click tracking: it writes the labels, and nothing more. This page does not track your visitors, count your clicks, store your links or show you any statistics. Hosted click analytics, dashboards and per-link click counts need an account and a backend server, which this free tool does not include. The labels only work if the destination page runs its own analytics, and they only describe traffic that actually arrives. A labelled link that nobody clicks tells you nothing, and a label typed inconsistently splits one campaign into several confusing rows. Keep names consistent, and read the results in your own analytics account.
Where to read the results
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition. Your labelled visits appear grouped by session source, session medium and session campaign. Compare campaigns side by side over the same dates, and ignore single-day spikes until a pattern holds for a week or more. Small numbers lie easily: ten visits from one post and twelve from another is not a real difference, but a steady gap over hundreds of visits is worth acting on.
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