--- title: "UTM Builder for X: Tag Links and Track Clicks" description: "Build tagged links for X posts and profiles with consistent UTM names, see every part of the URL explained and copy it in one click." url: https://kairopost.com/tools/utm-builder --- # UTM builder for X links Add tags like `utm_source=x` to a link so your analytics can tell which post sent each visit. Pick an X preset, name the campaign and copy the tagged link. - Runs in your browser - Nothing uploaded - No sign up Everything is built in your browser. Nothing is saved or sent. Live. Everything runs on your device. Nothing is uploaded ## The anatomy of a UTM tagged link Each colour matches the diagram above. Before the question mark is the page; after it, notes for your analytics. **Protocol** Almost always https://. Added if you leave it out. **Domain** Your own site, or your analytics never sees the tags. **Path** The exact page the post promised, not the home page. **utm_source** Who sent the visit. For X, use x. **utm_medium** social for organic, a paid medium for ads. **utm_campaign** The launch, series or promotion. **utm_content** Which post or link. This is how you compare posts. **utm_term** Paid keywords or audiences. Empty for organic. ## How to build a UTM link for X The first link takes a minute. After that, a preset and the batch box make it seconds. 1. ?step=1: ### Paste the page address: Enter the full address you are linking to, such as https://example.com/pricing. 2. &step=2: ### Pick a preset for X: Organic post, thread, profile link or paid fills source and medium for you. 3. &step=3: ### Name the campaign: Type it in plain words, add a date stamp and press Use as utm_campaign. 4. &step=4: ### Say which post it is: Set utm_content, or use the batch box for one link per post. 5. &step=5: ### Copy and post: Copy the link or the batch as a list or CSV. On X it counts as 23. ## UTM parameter reference Definitions follow Google's [campaign data guide](https://support.google.com/analytics/answer/10917952). The last column is what we suggest for X. | Parameter | Status | What Google says it is | For X | | --- | --- | --- | --- | | utm_source | Required | Referrer, e.g. google, newsletter4 | x | | utm_medium | Required | Marketing medium, e.g. cpc, email | social or paid_social | | utm_campaign | Required | Product, slogan, promo code | autumn_launch_2026_09 | | utm_content | Optional | Tells creatives apart | post_01, bio_link | | utm_term | Optional | Paid keyword | Ad audience, or empty | | utm_id | Optional | Campaign ID | Only for cost imports | | utm_source_platform | Optional | Platform directing the traffic | Rarely needed | | utm_creative_format | Optional | Type of creative | Rarely needed | | utm_marketing_tactic | Optional | Targeting criteria | Rarely needed | ## UTM tags for X: organic or paid, profile or post The medium decides the channel. These are the rules in GA4's [default channel group](https://support.google.com/analytics/answer/9756891). Organic Social Medium is one of: `social` `social-network` `social-media` `sm` `social network` `social media` or the source is on Google's list of social sites. Paid Social Source on the social list, and a medium that: `contains cp` `starts with paid` `ppc` `retargeting` *Google does not print the full site list, so check where your first paid clicks land. | Preset | source / medium | content | GA4 channel | | --- | --- | --- | --- | | X post, organic | x / social | post_01 | Organic Social | | X thread | x / social | thread_01 | Organic Social | | X profile link | x / social | bio_link | Organic Social | | X ads, paid | x / paid_social | ad_01 | Paid Social* | Profile and post links share source and medium; utm_content tells them apart. ## UTM naming conventions to borrow Consistent names beat clever ones. Adjust these once, then reuse them. | Use | Pattern | Example | | --- | --- | --- | | Campaign by month | topic_yyyy_mm | autumn_launch_2026_09 | | Campaign by quarter | topic_yyyy_qn | webinar_series_2026_q4 | | Always on profile link | profile | profile | | Post in a batch | nn_short_label | 02_how_it_works_thread | | Post by format | format_nn | thread_03, poll_01 | | Post by hook | hook_short_label | hook_question | | Ad by audience | audience (utm_term) | retargeting_30d | | Same post, two links | post_nn_position | post_04_reply | ### Five rules that keep reports clean 1. 1 Lowercase everything 2. 2 Underscores between words, never spaces 3. 3 Topic first, date last, so names sort 4. 4 One source per platform: x for X 5. 5 Write the rules down for the team ## How to read UTM results in GA4 Google's [campaign data guide](https://support.google.com/analytics/answer/10917952) points here. Then switch the table's dimension: Reports Acquisition Traffic acquisition | To see | GA4 dimension | | --- | --- | | x / social as its own row | Session source / medium | | Launches compared | Session campaign | | Posts compared (utm_content) | Session manual ad content | | utm_term | Session manual term | Source: [traffic source dimensions](https://support.google.com/analytics/answer/11242870). ### In any other analytics tool Find campaigns or sources, filter to source x, then break down by campaign and content. ### What to compare Not raw visits: visits against the post's goal, like sign ups. Repeat the post that brings the right people. ## Mistakes that break UTM tracking ### Mixed case X · x · X_Launch x Values are case sensitive, so one source splits into rows. ### Tags on internal links blog → pricing?utm_… untagged Tagging your own links relabels visitors who already have a source. ### A new source name each time x.com · x_social x Pick one name per place and write it down. ### Leaving out source or medium utm_campaign only source + medium + campaign Google then reports the source as (not set). ### Personal data in the link utm_content=jane@… post_04 Links get shared and logged. Never put people in them. ### Shorteners that drop tags ?utm_… lost click once to check Some redirects drop everything after the question mark. ### Parameters after the # /page#top?utm_… /page?utm_…#top Anything after # never reaches analytics. The builder handles it. ## What a long UTM link costs on X Nothing extra. Per X's [counting guide](https://docs.x.com/fundamentals/counting-characters), every link counts as 23 characters, so there is no reason to skip tags. example.com 23 example.com/pricing?utm_source=x&utm_medium=social&utm_campaign=… 23 Count a whole draft with the [X character counter](https://kairopost.com/tools/x-character-counter). ## Clicks per post, without the spreadsheet 1. Tracked link 2. Clicks 3. Next to views and credits Kairo Post creates tracked links for your posts and shows their clicks beside each post's views and credits used. Post metrics come from the official X API, and your UTM tags still ride along. [See Kairo Post analytics](https://kairopost.com/features/analytics) [All tools](https://kairopost.com/tools) ### What is a UTM link? A normal link with extra parameters on the end, such as utm_source=x and utm_campaign=autumn_launch. Analytics tools read them to report where each visit came from. ### What should utm_source and utm_medium be for X? Use utm_source=x for everything from X. Use utm_medium=social for organic posts and profile links, and a paid medium such as paid_social for ads. ### Do UTM parameters hurt my post on X? No. Every link in an X post counts as 23 characters, however long it is. Tags only make the address longer, which readers rarely see in full. ### Which UTM parameters are required? Google Analytics asks you to always use utm_source, utm_medium and utm_campaign. utm_content and utm_term are optional; utm_content is the one that tells posts apart. ### Are UTM values case sensitive? Yes, in Google Analytics and most other tools. utm_source=x and utm_source=X report as two sources, which is why this builder lowercases everything. ### Should I add UTM tags to links on my own website? No. Tags describe how someone arrived from outside. Tagging links between your own pages can relabel a visit that already has a source. ### Where do I see UTM results in Google Analytics 4? Reports, then Acquisition, then Traffic acquisition. Use the Session source / medium and Session campaign dimensions to see visits from each tagged link. ### Is this UTM builder private? Yes. There is no sign up and no cost. It runs in your browser and does not store or send the links you build. ## UTM builder questions Short answers about tagging links for X. Written by Jonas Ben , founder of Kairo Post. Updated 30 September 2026 . ## More tools [All tools](https://kairopost.com/tools) - [X API cost calculator Estimate API usage for your posting volume.](https://kairopost.com/tools/x-api-cost-calculator) - [Webhook signature verifier Check an HMAC SHA256 signature privately.](https://kairopost.com/tools/webhook-signature-verifier) - [X character counter Count characters exactly the way X does.](https://kairopost.com/tools/x-character-counter) ## Post at the right moment. Starting today. Connect an account, describe your voice and let Kairo Post do the legwork. 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