Campaign tracking links: UTM Builder

Add UTM parameters to your links to track campaign performance in tools like Pear Vision. This builder helps you create clean, consistent tracking links—fast.

Required
The full URL (e.g. https://www.example.com)
The referrer (e.g. google, newsletter)
Marketing medium (e.g. cpc, banner, email)
Product, promo code, slogan (e.g. spring_sale)
optional
The paid keywords. Not required.
Use to differentiate ads. Not required.
utm link
Start filling the information above to get the UTM Link
Copy this link and use for your campaign. Then, change parameters and create your next tracking link.
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How to use UTMs

You can add UTM codes to links shared via email, social media, paid ads, affiliate programs, or even QR codes.
Example Use Case:
You’re running a summer promotion across Facebook, email, and Instagram. Each channel should have its own UTM-coded link so you can measure which one converts best:
  • Email: utm_source=newsletter&utm_medium=email&utm_campaign=summer_promo
  • Facebook: utm_source=facebook&utm_medium=social&utm_campaign=summer_promo
  • Instagram: utm_source=instagram&utm_medium=social&utm_campaign=summer_promo
tip

Naming conventions and campaign structuring

A consistent UTM structure is critical. It’s not just about adding parameters—it’s about creating a standardized structure across teams and tools. A disorganized approach (e.g., mixing Email, email, and e-mail as mediums) leads to fragmented reporting and inaccurate comparisons.

It’s a good idea to create an internal document that enforces consistency. Including campaign metadata in your UTM parameters—like target audience or geography—can also help with cohort analysis later. For example: utm_campaign=2025Q2_launch_fitness_CA

checklist
UTM setup best practices  checklist

Track referral traffic

UTM codes help you pinpoint exactly where your traffic is coming from—so you can see which campaigns, posts, or platforms are actually driving clicks. They're especially useful for email, since it’s one of the few channels that web analytics tools struggle to track accurately.

They also let you zoom in on referral traffic at a granular level. Running multiple Facebook posts for the same campaign? UTM codes can show you which post drove the most traffic—giving you deeper insight into what’s working.

Understand user behavior

Adding UTM codes to your URLs helps you segment your audience and track how different groups engage with your site—and ultimately convert. In other words, it gives you visibility into the full customer journey.

Perform A/B tests

A/B testing compares two versions of content to see which one performs better. It’s a powerful way to learn what resonates with your audience and what drives them to take action.

Some examples of A/B tests you can perform with UTM codes include:

  • Ad copy: Test different messaging in your ads and see which one drives the most actions
  • Calls to action (CTAs): Create CTAs that vary in directions to determine which one results in more clicks
  • Offer types: Test the way you position your offer (i.e., a dollar discount vs. a percentage off) to see which one shoppers prefer
  • Visual content: Add hyperlinks to product images in your emails to determine which drives the most traffic

UTMs + Pear media = Improved marketing effectiveness

Pear uniquely provides click-level data and integrates with all common ad platforms.

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