With UTM parameters, you get valuable, actionable insights into how your audience is engaging with your content. Follow these best practices to effectively use UTM parameters with your Bitly links:
- Add UTM parameters while you shorten a link — or before. When you add UTM parameters while shortening a link, we automatically add them to your long URL. This allows you to use the parameters to track your connections while sharing a simple Short Link. You can also add your UTMs to your long link yourself, before shortening it.
- Be consistent. By using a consistent format for UTM parameters, you can more easily compare performance across different mediums or sources.
- Use lowercase. Like Bitly links, Google Analytics is case sensitive. It's easier to be consistent and to manage your UTM parameters when you use lowercase at all times.
- Use underscores or dashes to separate words. A parameter like paid_social is easier to read than paidsocial and won't break a link the way paid social would.
- Don't use UTMs for internal links. UTM parameters for internal links aren't necessary and can negatively affect your tracking efforts.
Here's an example of a link with two UTM parameters with the parameters in italics. Notice that they use lowercase characters and an underscore:
On the Bitly blog, we have a Beginner's Guide to UTM Parameters. Check it out for more tips for using UTM parameters in Bitly.