The 2026 marketing playbook: 30 days of practical steps for small businesses
Search is turning into AI answers, tracking is fading and audiences want real people. Here's one practical 30-day plan that puts all of it i...
Oct 15, 2026 · 4 min readUTM links explained: find out which posts actually bring you customers
You post on Facebook, send emails and hand out flyers. But which one brings in customers? A simple labelled link answers that, for free.
Imagine you spend ₱2,000 on flyers, post on Facebook every day, and send a monthly email. Your website gets more visitors. Great, but which of those three actually worked? Without UTM links, you're guessing.
What is a UTM link?
A UTM link is your normal website address with a small label added at the end. It looks like this:
yourshop.ph/promo?utm_source=facebook&utm_medium=social&utm_campaign=christmas-sale
Visitors see the same page. But Google Analytics reads the label and records: this person came from Facebook, from a social post, for the Christmas sale. It's like writing a return address on an envelope.
The three labels you need
- Source: where the link was shared, like
facebook,instagram,newsletterorflyer. - Medium: the type of channel, like
social,email,paid_socialorqr. - Campaign: the name of your promo, like
christmas-sale-2026.
Important: use lowercase and the same spelling every time. To Google Analytics, "Facebook" and "facebook" are two different sources, and your reports get messy.
How to make one in 30 seconds
- Open our free Campaign Link Kit.
- Paste your page address.
- Click a preset like "Facebook post" or "Printed flyer / QR", and name your campaign.
- Copy the link, make it short, or download a QR code for your flyer.
Where to use them
- Links in Facebook and Instagram posts and your bio
- Buttons in your email newsletter
- QR codes on flyers, packaging, receipts and event booths
- Links you send in Viber or Messenger groups
Where to see the results
In Google Analytics, go to Reports → Acquisition → Traffic acquisition. Change the table to show "Session source / medium" or "Session campaign", and you'll see exactly how many visitors each post, email or flyer brought in.
What to do with what you learn
After a month, look at the numbers. If your flyers brought 12 visitors and your Facebook posts brought 300, you know where to spend your time and money next month. That's the whole point: fewer guesses, more of what works.