utm_source
Name the specific origin sending traffic: instagram, linkedin, newsletter, partner_name or google.
SELY UTM
BUILD CLEAN CAMPAIGN LINKS.
One disciplined workspace for naming, validating, shortening and sharing every campaign URL.
Build without signing in
01
Add campaign rows
Build up to 100 URLs at once; shorten up to 20 per batch.
02 / RESULTS
No rows built yet
| # | Campaign | Destination | Status | Result | |
|---|---|---|---|---|---|
| Upload or paste CSV data to begin. | |||||
THIS BROWSER
Recent campaign links
Built links will appear here for quick reuse.
FIELD GUIDE
A clean naming system beats a complicated one.
- Source
- The specific origin: instagram, newsletter, google.
- Medium
- The channel class: paid_social, email, cpc.
- Campaign
- The shared initiative: autumn_launch, renewal_q4.
- Content
- The creative variant: blue_video_a, footer_cta.
CAMPAIGN DISCIPLINE
The builder is easy. The naming system is the part that saves you later.
UTM parameters become useful only when the same source, medium and campaign language is repeated across the team. Build the tracking URL first, validate it, then shorten or turn it into a QR code for distribution.
utm_medium
Name the channel class consistently: organic_social, paid_social, email, cpc, referral or another agreed team value.
utm_campaign
Use one stable campaign identifier across all channels so performance can be grouped after traffic reaches your analytics system.
utm_content
Use it when you genuinely need to separate creatives, placements or calls to action. Do not create detail nobody will analyse.
utm_term
Use it for keyword, audience or targeting detail when that distinction matters to the campaign and your reporting workflow.
Campaign IDs and custom parameters
Add platform or internal identifiers only when downstream systems expect them. More parameters do not automatically produce better attribution.
TEAM RULES
Five rules that prevent messy reports.
- Choose one case and separator convention. Do not mix instagram, Instagram and insta unless you deliberately want separate values.
- Document medium names. A short approved list prevents paid-social, paid_social and social-paid from fragmenting the same channel.
- Keep campaign names stable. Change creative or content fields for variants instead of renaming the campaign halfway through.
- Preserve existing destination parameters. Validate the final URL so affiliate, product or application parameters are not accidentally lost.
- Shorten after the tracking URL is correct. The public Sely link should hide complexity, not hide mistakes.
FAQ
Questions teams ask before standardising UTMs.
Does Sely UTM Builder send campaign data into GA4?
The builder creates the destination URL. Your website or app still needs its own analytics implementation to receive and report the resulting campaign parameters.
Should every link have all UTM fields?
No. Source, medium and campaign are the core fields for most workflows. Add term, content or custom parameters only when they answer a reporting question you intend to use.
Can I use the builder without creating a Sely account?
The public builder can create campaign URLs without sign-in. Features such as Sely link management and private link analytics require the relevant account access.
What should never go in a tracking URL?
Do not put passwords, access tokens, email addresses, phone numbers or other personal information in UTM fields. URLs can be copied into browser history, analytics systems, logs and screenshots. Use campaign labels rather than information identifying a person.
Are saved presets synced to my account?
Current presets and recent builder history are stored in the browser unless the interface explicitly says otherwise. Treat them as local convenience rather than cloud backup.