UTM tag generator
Collect the link, check someone else’s for errors and mark up the pack right away. With presets for Direct, VK Ads and Telegram - and with an explanation of why the report is being sent around.
Why mark up links if analytics can already see the source?
Doesn't see. Without tags, the system guesses the source based on the Referer title, but it is lost in half of the cases: transition from the messenger, from the mobile application, from PDF, from a letter in an email client, from a site on https leading to another domain via redirect. All this comes into the report as “direct visits” - the same line that is the second largest in most projects and doesn't explain anything.
A UTM tag is a way to tell analytics the source explicitly, without relying on will the browser deliver it? Five parameters in the link address that the system reads and sorts reports.
Five tags and what to write in them
| Label | Answers the question | Example values |
|---|---|---|
utm_source | Where did the man come from? | yandex, vk, telegram, email, dzen |
utm_medium | In what way | cpc, cpm, email, social, seeding, referral |
utm_campaign | What campaign | black_friday_2026, brand_search, retarget_q3 |
utm_content | What exactly was clicked | banner_top, button_footer, channel_marketing_ru |
utm_term | By what phrase | {keyword}, kupit_divan |
Mandatory minimum - utm_source. Without utm_medium you do not separate paid traffic from free traffic on the same site. Without utm_campaign all launches will merge into one line, and after six months you won't find what you unscrewed in March.
Four mistakes that turn your report into mush
1. Cyrillic alphabet in meanings
Link from utm_source=vkontakte will work. But one system will show it in a word, the other will show it in percentage encoding %D0%B2%D0%BA%D0%BE%D0%BD%D1%82%D0%B0%D0%BA%D1%82%D0%B5, and in the report these will be two different lines with statistics split in half. Plus such links break when copied via instant messengers. Only Latin.
2. Different case
vk, VK and Vk - three different sources for the report. This is the most subtle mistake: the links look the same, but the traffic spreads across three lines. The cure is to agree to write everything in lowercase and testing before launch.
3. Marks after hash marks
site.ru/#utm_source=vk doesn't work at all. Everything that comes after #, the browser does not send to the server - the transition will come without a source. Labels live only in the query line, after the question mark.
4. Marking internal transitions
If you mark a link from one of your pages to another, the analytics will start a new visit and will overwrite the original source. A person came from Direct and clicked internal marked button - and in the report it now came “from the site itself”. Tags are never placed inside the site.
Dynamic parameters of Yandex Direct
These are macros in curly braces: the system substitutes the value itself at the moment clique. Instead of hundreds of manual links, there is one with a macro. The list below has been collated with an official certificate from Direct yandex.ru/support/direct/statistics/url-tags.html 05.09.2026.
| Parameter | What will be substituted |
|---|---|
{campaign_name_lat} | campaign name transliterated |
{campaign_id} | campaign ID |
{gbid} | group id |
{ad_id} | ad ID (aka {banner_id}) |
{creative_id} | creative ID from the constructor |
{keyword} | key phrase that triggered the ad |
{matched_keyword} | selected phrase |
{phrase_id} | passphrase ID |
{match_type} | match type: rm or syn |
{source_type} | site type: search or context |
{source} | network display platform |
{position_type} | block type: premium, dynamic_places, other, none |
{position} | exact position in the block |
{device_type} | device type: desktop, mobile, tablet |
{region_name} | display region |
{region_id} | region identifier |
{retargeting_id} | audience targeting condition identifier |
{adtarget_id} | targeting condition id |
{yclid} | click ID |
For VK Ads there are no dynamic parameters in presets intentionally: official It was not possible to obtain a certificate, and an incorrect macro breaks the tracking silently - link looks working, but the report shows an empty value. As soon as I check with site documentation, I’ll add it here with the date of inspection.
How to name a campaign to find it in six months
The only rule that really saves time: the naming scheme should be written down before launch, rather than being written on every link. Working scheme - from general to specific, through underlining, without dates in free form:
{site}_{type}_{product}_{period} → yandex_search_crm_q3
Next is discipline. As soon as a second person appears in the project, the scheme starts to disperse: someone writes q3, someone 3kvartal, someone 2026-07. Therefore, the “Check” tab someone else’s” on this page does not show “valid / invalid”, but specific discrepancies - case, Cyrillic, duplicate parameters and marks after the hash.
UTM and canonical address
Marked up links create duplicate addresses of one page: the search engine sees /page, /page?utm_source=vk and /page?utm_source=yandex like three URLs. This is treated on their website a canonical address that points to the unlabeled version on all pages. If the canonical is configured, no additional actions are needed - mark calm.
Frequently asked questions about UTM tags
Is it possible to write UTM tags in Cyrillic?
utm_source or utm_medium - what's the difference?
Why can't the marks be placed after the grid?
What are dynamic parameters and when are they needed?
Do I have to fill out all five boxes?
What to do if one source is written differently in a report?
Do tags affect SEO?
The tool counts everything in the browser: links are not sent anywhere and are saved. We need a template where to put marked links for campaigns - take media plan, there is a leaf for channels and budgets.