In two lines: in Analytics > UTM Builder you create URLs with UTM parameters to know where each visit comes from. You generate them one by one or in bulk, with a QR code, and without messing up the naming.

UTMs are the tags you add to a link so your analytics knows that visit came from, for example, your email campaign and not from a search. Without them, everything falls into the "direct" bucket and you don't know what works.

Build a URL (Simple)

In the Simple tab:

Enter the destination website URL.
Fill in the three base parameters: Source (utm_source) (where it comes from, e.g. google), Medium (utm_medium) (the type, e.g. cpc, email) and Campaign name (utm_campaign) (e.g. spring_sale_2026).
If you need more detail, add the optional parameters: utm_id, utm_term and utm_content.
Copy the generated URL with Copy URL, or use Generate QR to take it to a printed material.

Many at once (Bulk generation)

When you have to tag several links at once (several pieces of the same campaign), use the Bulk generation tab: you define a base URL and the variations, and get all the URLs ready in one pass. Everything you generate stays in the History.

Why consistency is everything

The value of UTMs depends on writing them always the same. If one day you use facebook and another Facebook or fb, your analytics counts them as different sources and the report fragments. Agree on a convention (all lowercase, same medium names) and stick to it. That discipline is what makes the data in your dashboards add up later.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it directly about what you see on screen.