This tool adds UTM tags to any link, so your analytics can tell which post, story or bio link a visit came from.
How to use it
- Paste the URL of the page you want to send people to, for example a product page.
- Enter the source: where the link will live, such as instagram or tiktok.
- Enter the medium: the type of placement, such as bio, story or email.
- Enter the campaign: the drop, sale or promotion, such as summer_drop.
- Optionally, add content (to tell two links in the same place apart) and term.
- Copy the tagged link and use it in your post, story, bio or email.
What UTM parameters are
UTM parameters are tags added to the end of a URL. They don't change the page people see. They tell your analytics where the visit came from. Google Analytics Help describes them like this:
| Parameter | What it's for | Example |
|---|---|---|
| utm_source | The referrer | |
| utm_medium | The marketing medium | bio |
| utm_campaign | The product, slogan or promo | summer_drop |
| utm_content | Telling apart creatives, such as two call-to-action links | linen_shirt |
| utm_term | The paid keyword | linen shirt |
Google lists source, medium and campaign as required, and content and term as optional. Its page also describes a few more optional parameters, such as utm_id; this builder covers the five above.
A tagged link looks like this:
https://example.com/products/linen-shirt?utm_source=instagram&utm_medium=bio&utm_campaign=summer_drop
Do UTMs show up in Shopify?
Yes. Shopify's marketing reports cover campaigns managed in the Marketing section of your Shopify admin and externally managed efforts that use UTM parameters. So a tagged link in your bio or a story can appear in reports such as Sales attributed to marketing, next to your other channels.
Tips and common mistakes
- Use lowercase, always. Google Analytics treats values as case sensitive: utm_source=instagram and utm_source=Instagram are two different sources. Google recommends lowercase as a standard practice.
- Write your naming down. Keep a short list of the sources, mediums and campaign names you use. Otherwise one channel ends up split across three spellings in your reports.
- Keep source and medium separate. Source is the place (instagram, tiktok, newsletter). Medium is the kind of placement (bio, story, email). Mixing them makes reports hard to read.
- Use content for links in the same place. Two links in the same story or the same email share source, medium and campaign. utm_content is how you tell them apart.
- Tag before you shorten. If you use a link shortener or a QR code, create it from the tagged link, so the tags travel with it.
- Test the link. Open it in a browser and check that it lands on the right page with the tags still in the address bar.
For a full bio setup, see our guide to link in bio for Shopify. More free tools are on the tools page.
Where Bioshelf fits
If the link you're tagging is your bio link, you may not need to tag it by hand. Bioshelf is a link-in-bio page for Shopify stores, launching soon on the Shopify App Store. On install, it builds your page from your store, and UTM parameters are added automatically to every link to your store. Product cards open the product page, and a page shows up to 12 products. One plan: $14/month, with a 7-day free trial.
Sources
- Google Analytics Help - URL builders and UTM parameters, checked on 26 September 2026
- Shopify Help Center - Marketing reports, checked on 26 September 2026