How to build UTM links for a launch
- Paste the page you want people to land on, such as your homepage or pricing page.
- Name the campaign once, for example
launch-week, and keep the same name on every channel. - Choose the channels you will post on. Each gets its own source and medium.
- Copy each link into its post, or download them all as a CSV for your launch kit.
A naming scheme that keeps reports clean
Analytics groups visits by exact text, so Twitter, twitter and x become three rows. Pick one name per site and stick to it. The presets here use lowercase site names as the source and the standard mediums Google Analytics 4 sorts into channels:
| Where you post | utm_source | utm_medium |
|---|---|---|
| Launch sites and directories | larklaunch, producthunt, hackernews | referral |
| Social posts | x, linkedin, reddit, threads | social |
| Newsletters and emails | newsletter, outreach | |
| Paid ads | google, facebook | cpc or paid_social |
Use utm_content to tell apart two links in the same place, such as the pinned post and a reply, and keep utm_term for paid keywords.
Reading the results
In Google Analytics 4, open Reports, Acquisition, Traffic acquisition and set the dimension to Session source / medium or Session campaign. Plausible, Fathom, Simple Analytics and PostHog show UTM values under Sources or Campaigns. Compare signups, not just visits: a channel that sends fewer people who stay is the one to repeat.
Planning the whole launch? The launch planner schedules this step for you, and the launch directories list shows where else to share your tagged link.