UTM & query parameters

Add campaign tags to your destination

UTM parameters are query values that your destination’s analytics tool can use to identify a campaign. Build your tagged destination URL before saving it in LinkSplit. Common fields are utm_source, utm_medium and utm_campaign; utm_content can distinguish variants.

https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring

Create a short link using that complete URL. The short URL hides the long campaign parameters from the shared address while retaining them on the destination. For a rotator, add the relevant tags to each destination.

Pass query values through a short URL

Query parameters on an incoming short URL are appended to the selected destination’s query. For example:

Saved destination: https://example.com/sale?offer=spring
Shared short URL:  https://split.to/summer-sale?utm_source=email
Visitor reaches:   https://example.com/sale?offer=spring&utm_source=email

This works for normal short-link and rotator destinations. Saved destination fragments, such as #pricing, are retained. A fragment placed on the shared short URL is not sent to LinkSplit by the browser; store a required destination fragment in the destination itself.

Avoid duplicate parameter names

Incoming query values are appended, rather than replacing saved values. If both URLs contain utm_source, the destination receives both values. How those duplicates are interpreted depends on the destination application. Keep each campaign parameter in one place to avoid ambiguous attribution.

Use correctly encoded values, such as summer%20sale for a space. Avoid adding parameters to signed URLs unless the destination accepts the resulting query.

Review campaign performance

LinkSplit Analytics shows tracked clicks, destinations, referring domains and browser/device breakdowns. It does not provide a UTM campaign breakdown or destination conversion report. Use your destination’s analytics platform to review UTM attribution and conversions.