What is UTM tracking?
UTM tracking is a set of query parameters that labels a campaign URL so analytics can group visits by source, medium and campaign.
The five common parameters
utm_source names the platform. utm_medium names the mechanism (cpc, email, paid_social). utm_campaign names the flight. utm_content and utm_term are optional for creative and keyword. Analytics software reads these on landing. They are not a secret CrossKit partnership with any ad network.
What UTM is not
UTM is not marketplace attribution inside Amazon or TikTok Shop seller center. It is not a short link. It is not a guarantee that a theme will keep the query string through checkout. If a redirect or app strips parameters, the labels never arrive.
Why naming discipline matters
TikTok vs tiktok vs TT becomes three campaigns. Document lowercase names in one sheet. Put the flight in campaign and the creative in content so you can roll up spend. CrossKit UTM Link Builder writes the query string; your analytics still has to receive it.
Related CrossKit tool
UTM Link Builder
Open this browser tool after you read the article.
Frequently Asked Questions
Do I need UTM on Amazon listing links?
Amazon attribution is different. Use Amazon’s campaign tools where the platform requires them. UTM is for sites you control, such as Shopify.
Is a short link the same as UTM?
No. A short link hides a long URL for sharing. The destination still needs UTM parameters if you want campaign rows in analytics.
Can CrossKit see my campaign traffic?
No. The builder only constructs the URL in the browser. Clicks go to your store, not to a CrossKit dashboard of revenue or ratings.