Campaigns and UTM tags

Pro and above. A campaign groups the links for one piece of marketing, such as a sale or an event, and adds the same UTM tags to all of them, so your website's analytics knows where visitors came from.

What UTM tags are

UTM tags are standard extra parts of an address that analytics tools such as Google Analytics read:

Use lower case and hyphens, and keep the same spelling every time: analytics tools treat Email and email as different.

Create a campaign

1. Open Campaigns.
2. Under New campaign, enter a Name, such as "Spring sale 2026".
3. Fill in utm_source, utm_medium and utm_campaign as needed. Leave any you don't use blank.
4. Choose Create campaign.

To change a campaign, choose Edit. New UTM values apply to all its links straight away. Archive a campaign when it's over: its links keep working, but you can't add new ones to it.

Add links to a campaign

1. Create the link as usual, then open its page.
2. Under Edit link, choose the Campaign.
3. Choose Save changes. To take a link out, choose No campaign and save.

QR codes for the link belong to the link's campaign too. With the API, you can set campaignId when you create the link.

Which tags are used

When someone follows a link in a campaign, the campaign's UTM tags are added to the destination address. For example, with the campaign above, https://example.com/sale becomes:

https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-2026

• If the destination already has a UTM tag, the destination's own value is kept.
• If the visitor's short link has UTM tags (such as bgum.me/sale?utm_source=instagram), the campaign's tags still win, so your reports stay consistent.
• Other query parameters are passed on as usual. See Query strings.

Campaign reports

• The Campaigns list shows how many links each campaign has and its clicks from people in the last 30 days.
• Select a campaign's name to see its links.
• Analytics breaks clicks down by campaign and by UTM value.
• A click is credited to the campaign the link was in at the time, so moving a link to another campaign doesn't rewrite history.