UTM parameters are an additional layer you can add when you also use another analytics tool (Google Analytics, HubSpot, Adobe, etc.) and want those tools to attribute the visit to a source, medium, and campaign.

So T.LY tracks the click, while UTMs help your other analytics tools attribute that click.

Where UTMs live

You don’t “add UTMs to the short link.” You add UTMs to the Destination URL that your T.LY link points to. Your short link stays short.

How to add UTMs to an existing T.LY link

1. Open the T.LY Links Page and find the link you want to update.
2. Open the Update screen for that short URL.
3. In the Destination URL section, click the UTM button (it’s on the right side of the destination field).
4. Fill in the UTM fields:
   • UTM Source (where it came from)
     Example: newsletter, facebook, partner_site
   • UTM Medium (what kind of channel)
     Example: email, social, cpc
   • UTM Campaign (what you’re calling the campaign)
     Example: jan_2026_promo, product_launch
   • UTM Content (optional — which button/ad/placement)
     Example: header_cta, footer_link, ad_variant_a
   • UTM Term (optional — keyword/targeting notes)
     Example: running_shoes, remarketing
5. Click + Apply UTM.
6. Back on the link editor, click Save.

Done. Same T.LY short link. Updated destination link (now tagged).

Example (before/after)

Destination URL before:
https://example.com/pricing

After adding UTMs:
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=jan_2026_update&utm_content=main_button

You still share your T.LY link as usual — the UTMs only appear in the final destination URL after the redirect.

If your destination URL already has parameters

If the destination link already contains a ? UTMs get added with &.

Already has params:
https://example.com/pricing?ref=homepage

Add UTMs:
https://example.com/pricing?ref=homepage&utm_source=linkedin&utm_medium=social&utm_campaign=q1_launch

How I keep UTMs from getting sloppy

• Lowercase everything. Pick one style and stick to it.
• No spaces. Use underscores or dashes.
  • ✅ spring_sale
  • ❌ spring sale
• Keep source/medium/campaign consistent across your team.
• Don’t include personal information in UTMs (names, email addresses, phone numbers).

If you’re not sure what to use, start simple:

• source = where it came from
• medium = the channel type
• campaign = the initiative name

That’s enough for most setups.

What you’ll see after you add UTMs

• In T.LY: you still get your click tracking like usual.
• In your other analytics tool, the visit is labeled with your source/medium/campaign, so you can sort and compare traffic as you want.