utm.new

SMS UTM builder

Tag your link, write the message, and see the segment count before you send.

Choose a message template Pre-fills the campaign and a sample text
Parameters

Type {link} where the tracked link goes.

Preview
Text message

How to tag a text message link

  1. Set utm_medium to sms. GA4 puts a session in the SMS channel when the source or the medium is exactly sms. Keep it lowercase: UTM values are case-sensitive. See the GA4 channel rules.
  2. Name the sender in utm_source. Use the SMS tool that sends the message, for example klaviyo or attentive. Or keep sms for every tool.
  3. Name each send in utm_campaign. Use one name per broadcast or automated flow, for example flash-sale or abandoned-cart. Use utm_content to compare two versions of one message, for example variant-a and variant-b.
  4. Keep the message in one segment. A GSM-7 text holds 160 characters. A longer text splits into segments of 153 characters, and each segment is billed as one SMS. One emoji or curly quote switches the message to Unicode: 70 characters in one segment, 67 per segment after a split. Merge tags, such as a first name, change the length at send time.
  5. Check the link settings of your SMS tool. If the tool adds UTM parameters automatically, turn that setting off for this message. If you do not, the link can carry two sets. If the tool shortens links, the short link redirects to the full tracked URL, so the UTM parameters stay. Turn on My SMS tool shortens links to count the short link instead of the full URL.

Need a link for an ad platform or a newsletter? Use the UTM builder.