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UTM tags

UTM tags are additional parameters in a link that help convey information about where a user came from to analytics services such as Yandex.Metrica and Google Analytics. They allow tracking traffic sources and assessing the effectiveness of advertising campaigns.

A UTM tag consists of two parts: parameter name and its value.

Example of a UTM tag​

https://www.example.com/?utm_source=google&utm_medium=cpc&utm_campaign=sale

  • utm_source, utm_medium, utm_campaign — parameter names;
  • google, cpc, sale — parameter values.

Parameter breakdown​

  • utm_source=google — traffic source (e.g., search engine or social network).
  • utm_medium=cpc — type of traffic (contextual advertising, organic search, etc.).
  • utm_campaign=sale — advertising campaign name.

Parameter values can be anything — UTM tag formats are standardized for convenient analytics, but there are no strict limitations.

Postmypost allows automating the addition of UTM tags, which significantly saves time and ensures accurate data collection. You can create separate rules for each social network or account, and the service will automatically insert the necessary values into the links, helping to get comprehensive analytics on your publications.

Managing UTM tags​

In the "UTM tags" section, you can add, edit, and delete tags for tracking transitions.

  • Adding: click "Create", select the social network or account for which the tags will be applied.
  • Editing: click on the pencil icon, make changes, and save them.
  • Deleting: click on the trash icon and confirm the deletion.

Configuring UTM tags​

Each UTM tag includes 5 parameters: utm_source, utm_medium, utm_campaign, utm_content, utm_term. You can set values manually or use variables that are automatically substituted.

Available variables​

  • {socialNetwork.name} — social network name
  • {publication.id} — publication ID
  • {publication.type} — type of publication (post, story, reels/shorts)
  • {publication.date="DD.MM.YYYY"} — publication date in the chosen format
  • {rubric.name} — rubric name

Date formats​

You can set the date format using a suitable option:

  • {publication.date="DD.MM.YYYY"} — 31.12.2025
  • {publication.date="DD-MM-YYYY"} — 31-12-2025
  • {publication.date="YYYY.MM.DD"} — 2025.12.31
  • {publication.date="YYYY-MM-DD"} — 2025-12-31

These variables can be inserted into UTM tag parameters during creation, and the service will automatically substitute the corresponding values based on the publication.

FAQs​

How to disable automatic UTM tag insertion when creating a post?​

If a post does not require UTM tags to be added to the link, you can disable this when creating the post by:

  1. In the window, click on the gear icon.

  2. Check the box "Disable automatic UTM tags".