UTM links made simple
Many visitors arrive in ways that web analytics cannot recognise on its own, for example through messaging apps, newsletters or a flyer. A small addition to the link makes them visible.
In short
A UTM link is your normal address with an addition that names the source, the kind of channel and the promotion. Statistikwerk reads this addition and shows you under “UTM source”, “UTM medium” and “UTM campaign” what each post achieved. You build the link in the link builder with a few clicks, with a QR code if you like.
Contents
Why visits from messaging apps show up as “Direct”
When someone clicks a link in Telegram, WhatsApp or an email program, the app usually does not reveal where the visit comes from. In your statistics, it then ends up under “Direct / unknown”, together with everyone who types your address by hand. You cannot tell whether your newsletter worked.
What a UTM link looks like
A UTM link is your normal address with an addition:
https://example.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=autumn-offer
| Part | Meaning | Examples |
|---|---|---|
| utm_source | where the visit comes from | newsletter, telegram, facebook |
| utm_medium | the kind of channel | email, messenger, social, print |
| utm_campaign | your promotion | autumn-offer, summer-party |
Nothing changes for your visitors. The page looks the same, and the addition reveals nothing about the person who clicks.
Building links with the link builder
You do not have to write these additions by hand. You open the link builder from your statistics or from the setup page of your website. There you choose:
- the page the link should point to,
- the channel, for example Telegram, WhatsApp, newsletter, Facebook, LinkedIn, flyer or advert,
- a name for your promotion.
Statistikwerk builds the link from this. For flyers and posters, you can also download it as a QR code. All links are saved under “Your links”, so you can find them again.
Where you see the result
In your statistics, the “Sources” card has the tabs “UTM source”, “UTM medium” and “UTM campaign”. Clicking an entry filters all your statistics, for example to every visitor from your newsletter. You then also see which pages they looked at and how long they stayed.
A note on the “Channels” tab: there, visits are assigned by the referring page. A visit from Telegram therefore stays under “Direct” even with a UTM link. What your link achieved is shown in the three UTM tabs.
Tips for clean results
- Always the same names: Write “newsletter”, not “newsletter” one time and “nl” the next. Upper and lower case do not matter, but different words stay different.
- One link per place: Use a separate link for the newsletter and for the Telegram channel, so you can compare them.
- Only for links from outside: Never use UTM links for links within your own website. In Statistikwerk, a new addition starts a new visit, and your numbers would be distorted.
Frequently asked questions
Do my visitors see the addition?
Yes, it is visible in the address. But it only contains your labels and nothing about the person who clicks.
Can I change a link afterwards?
Not one you have already sent. But you can build a new one at any time. The numbers of the old one are kept.
Does this work with short links too?
Yes, as long as the short link redirects to the full address including the addition.
Try it out with your own website.
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