Glossary / Tracking

Industry terms

UTM parameters

UTM parameters are short tags added to the end of a link that tell your analytics where a click came from, such as Instagram, WhatsApp or an email.

Also called: UTM tags, UTM codes, campaign tags

By Aulto · Last reviewed

Without tags, most clicks show up as "direct" or a generic source. With them, you can see which channel actually brings people in, and do more of what works.

Which tags should you use?

Three cover most needs: utm_source (where: instagram), utm_medium (how: story, bio, dm) and utm_campaign (what: the release or launch name).

Do UTM tags change the page?

No. The page is the same; the tags are only read by analytics.

Example

aul.to/late-night?utm_source=whatsapp&utm_medium=broadcast&utm_campaign=late-night tells you a click came from a WhatsApp broadcast for that release.

Doing it with Aulto

Aulto makes a UTM-tagged copy of your link for each place you share it, and shows how many clicks each tag brought in.

See how it works →

  • Smart link

    A smart link is one web address for a release that sends each listener to the streaming app they already use.

  • Link in bio

    "Link in bio" means the clickable link on your Instagram profile, which is the main place a post can send people since captions don't have clickable links.

  • Attribution

    Attribution is working out where a click, sign-up or sale came from, so you know which post, channel or campaign actually worked.

  • Click-through rate

    Click-through rate (CTR) is the share of people who clicked a link out of everyone who saw it, written as a percentage.

  • Conversion rate

    Conversion rate is the share of people who did the thing you wanted, like pre-saving, signing up or buying, out of everyone who reached the page.

  • Deep link

    A deep link opens a specific screen inside an app, like a song in the Spotify app, instead of a web page.

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