Best practices for UTM parameters

This feature is available with some paid plans

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 and QR codes:

• Add UTM parameters while you create a QR Code, 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 or QR code. 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:

• https://www.example.com?utm_source=facebook&utm_medium=paid_social

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.

There are three ways to add UTM parameters to your links in Bitly. To get started, visit What’s the difference between entering UTM parameters and using Bitly Campaigns?