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Measure campaigns from LINE and Facebook with UTM
If you post the same link on several channels, how do you know which one really brings people? The answer is UTM tags.
What is UTM
UTM parameters are appended to the destination link, for example ?utm_source=line&utm_medium=social&utm_campaign=double-day. Shortraffe stores these values when someone clicks and splits the statistics by each value.
Set up the three main ones consistently
| Parameter | Meaning | Example |
|---|---|---|
utm_source | Where it came from | line, facebook, newsletter |
utm_medium | Type of channel | social, email, qr |
utm_campaign | Campaign name | double-day-11-11 |
With several influencers, use utm_content for the person or post, for example utm_content=creator-a.
Steps
- Build the destination link with UTM tags for each channel.
- Shorten each one into its own short link (one link per tag set).
- Share each in its channel, then view reports split by source (
utm_source) or campaign (utm_campaign). - Compare across links with the campaign comparison report (VIP).
Watch out for
- Use lowercase and the same names every time.
LINEandlineare counted as different values. - Some apps (such as chat apps) do not send a Referer, so UTM is more reliable than looking at the origin alone.
- Reports count clicks, not sales. Measuring sales needs the destination site to send data back, which is on the roadmap.
See everything we collect on the link analytics page.