UTM Library

The problem with raw UTM slugs

UTM values are written for machines, not people. summer_sale_2026, nl-jun, fb_ret_v3 — they made sense to whoever tagged the link, and to nobody else three weeks later. By the time those values reach your analytics, every breakdown is a wall of cryptic slugs, and half your team is guessing what paid_ig_q3 was supposed to mean.

The UTM Library fixes the reading end of the problem without touching the links. You keep tagging links however you like; you just teach LinkForty what each value means once, and that label shows up everywhere.

What you can label

The library covers all five UTM parameters — utm_source, utm_medium, utm_campaign, and (for web-pixel traffic) utm_term and utm_content. For any observed value you can add:

• A display name — sum_nl_2026_v2 becomes Summer Newsletter.
• A description — context for the rest of the team: what the campaign was, when it ran, who owned it.
• Tags — group related values so you can tell paid from organic, or one quarter's pushes from another, at a glance.

You never create values by hand. The set is discovered automatically from your actual traffic — the library pools every utm_* value seen across your link clicks and your web-pixel events, shows each one with how many times it's been used and when it was last seen, and lets you attach a label to the ones worth naming. New values you start using appear on their own.

Labels read everywhere, not just here

The point isn't a single tidy page — it's that the labels travel. Once you've named a value, that friendly name renders across the dashboard surfaces that show UTM values, so your campaign breakdowns, source filters, and analytics tables read in plain language instead of raw slugs. The underlying value is untouched, so attribution, filtering, and exports all keep working exactly as before — you've added a display layer, not rewritten your data.

Remove a label and the value simply goes back to showing its raw form; it never disappears, because it's still out there in your traffic.

Getting started

1. Open the UTM Library page in your dashboard.
2. Browse the values discovered from your clicks and web events, sorted by usage.
3. Add a display name, description, and tags to the ones your team sees most.
4. Watch your campaign and source breakdowns across the dashboard switch from slugs to real names.

Labels are managed by any team member with link-editing access. For the full reference, see the UTM Library docs.