How to add UTM tags to a stream link and track clicks

Why UTM tags matter in a stream link

UTM tags help you understand where viewers are coming from to the stream page. They let you separate clicks from a post, profile, newsletter, ad, or a publication on another social network.

Without tags, you see the overall result for the link but can't always determine the source of the click. For example, several publications may lead to the same stream, and UTM parameters will show which one brought more visitors.

The tag is added to the end of the URL. It doesn't change the stream itself or affect its content. The data only appears in the analytics system that can read UTM parameters on the landing page.

If you send viewers directly to a streaming platform page, check whether it accepts such parameters and displays them in its statistics. In many cases, it's more convenient to send your audience first to your own page or another intermediate address with analytics connected.

Which parameters to add to the link

For basic tracking, three parameters are enough:

• utm_source — the traffic source: the name of the social network, newsletter, website, or ad platform;
• utm_medium — the channel type: social, messenger, email, ads, or another clear option;
• utm_campaign — the name of the campaign, event, or specific stream.

Additionally, you can use utm_content. It helps distinguish links within the same source: for example, a link in the profile description, a separate post, and a story. The utm_term parameter is more often used for keywords in advertising, so for a regular stream announcement, it's usually not needed.

Parameter names are written in Latin letters. Values should be short, clear, and consistent. Don't use spaces, Cyrillic characters, or random mixing of uppercase and lowercase letters: analytics may split identical sources into different variants.

How to build the URL correctly

If the original link doesn't contain additional parameters, put a question mark after it and add UTM tags. Example:

https://example.com/stream?utm_source=telegram&utm_medium=social&utm_campaign=evening_stream

Each parameter is separated by the & symbol. In HTML it's written as &, but in the browser's address bar, it displays as a regular & sign. If you create a link in a text editor, check that the editor hasn't replaced the characters with typographic ones.

If the URL already has parameters, you can't add a second question mark. In this case, UTM is added via an ampersand:

https://example.com/stream?ref=profile&utm_source=site&utm_medium=referral&utm_campaign=stream_announcement

Also consider the fragment after the hash symbol. Tags must come before it: first the parameters after the question mark, then the hash and anchor. Otherwise, the analytics system may not read the UTM.

How to choose values for different channels

Create a simple naming rule and apply it to all links. For example, in utm_source specify the specific platform, in utm_medium — the placement type, and in utm_campaign — the name of the stream or series of broadcasts.

• Link in the profile: utm_source=instagram, utm_medium=profile, utm_campaign=stream_series.
• Post on a social network: utm_source=social_network, utm_medium=social, utm_campaign=game_session.
• Newsletter: utm_source=newsletter, utm_medium=email, utm_campaign=weekly_stream.
• Ad placement: utm_source=partner_site, utm_medium=referral, utm_campaign=new_stream.

These values are given as examples of the structure. Substitute the names of your own sources and decide in advance how you'll record them. Don't use viewer names, phone numbers, email addresses, or other personal data in tags: UTM parameters may be visible in the page address and statistics systems.

For each publication, you can create a separate link with utm_content. This way you'll compare several announcement formats within one channel without changing the other parameters.

How to check the link before publishing

First, open the finished URL in a browser and make sure the stream page loads. Check the address: it shouldn't have spaces, an extra question mark, or truncated parameters.

Then open the report in your analytics system and find the click using the chosen source, medium, and campaign values. The report may not appear immediately. If there's no data, check whether analytics is installed on the destination page and whether the parameters are being stripped during redirection.

Separately test links placed on social networks and messengers. Some platforms change the address, use their own interstitial screen, or open the link in an in-app browser. If the tags disappear, use a landing page with analytics or another address that preserves the parameters.

Don't change the campaign name in already published links unless necessary. Otherwise, the statistics may split into several rows, and comparing results will be harder.

Conclusions: what to do step by step

1. Determine the page the link will lead to and check that analytics is in place.
2. Choose values for utm_source, utm_medium, and utm_campaign.
3. Add the parameters after the question mark or ampersand.
4. Check the URL in a browser and make sure the tags don't disappear on click.
5. For different publications, use a separate utm_content and compare sources in reports.