Imagine spending 5,000 SAR on a Twitter ad + 3,000 on Snap — and at month end you cannot tell which one brought you customers. This is why UTM exists.

What is UTM?

Short for Urchin Tracking Module — parameters appended to your URL that tell Google Analytics where the visitor came from:

https://example.com/?utm_source=twitter&utm_medium=cpc&utm_campaign=summer

The 5 core parameters

  • utm_source — Where from? (twitter, instagram, newsletter)
  • utm_medium — How? (cpc, email, organic)
  • utm_campaign — Which campaign? (summer-2026, ramadan)
  • utm_content — Optional: which creative? (banner-blue, video-30s)
  • utm_term — Optional: the search keyword

The golden rule: unified taxonomy

Agree with your team on consistent naming:

  • All values lowercase
  • Use hyphen -, never space
  • Translate to English (utm_campaign=ramadan, not رمضان) — Google Analytics treats Arabic as URL-encoded gibberish

How Zayenha Link simplifies this

In Zayenha Link, you configure UTM once in the link settings, and it auto-appends to every destination:

Short link:     zaye.cc/summer
Final URL:      example.com/?utm_source=zaye-link&utm_campaign=summer
                                  ↑ added automatically

Common mistakes to avoid

  • Inconsistent casing: twitter ≠ Twitter ≠ TWITTER (creates 3 rows in your report)
  • Spaces: Google Analytics displays %20 — looks broken
  • Quotation marks: never include them — breaks the URL
  • Missing campaign: utm_source alone is useless — always set utm_campaign

Start tracking your campaigns