After the premiere you see visits to the release page, but you don't understand where they came from: from a teaser, a friend's post, or a paid placement. UTM tags help you label these links in advance. They are a few extra address parameters, not a separate promotion service.
Which fields you'll need
For a small campaign, it's enough to agree on four names. utm_source denotes the source, utm_medium the channel type, utm_campaign the campaign, and utm_content the specific material. Metrica uses the tag values when determining sources. How UTM is processed.
For example, for a regular announcement on Telegram you can write:
- utm_source: telegram;
- utm_medium: messenger;
- utm_campaign: single_rain;
- utm_content: teaser_01.
The second post for the same release will get a different content value — for example, premiere_01. Keep the campaign the same so you can later gather all the release materials together. For a paid placement, keep a separate, pre-agreed designation for the type and the specific platform; don't mix it with your own posts.
It's best to keep the names in one small dictionary. If today you write "release," tomorrow "reliz," and the day after tomorrow the song name in Cyrillic, you'll have to assemble the report by hand from different rows. Agreement matters more than the beauty of the name.
Where such a link should lead
To a page where analytics is available to you: the artist's website, your own release page, or another resource you control. If the link opens someone else's music platform directly, your counter on the site won't see that visit. A tag does not give access to someone else's data.
The parameters are added to an existing address. The first goes after a question mark, the following ones after an ampersand. If the link already has a question mark, don't add a second one. If there is a part after #, the parameters go before it: example.com/page?utm_source=telegram#section. This is a simplified order scheme; substitute your own page and all the tags you need. After assembling it, open the final address from a phone in the app where the post will be, and make sure the page works.
Don't put an email, phone number, or buyer's name in the tags. For analyzing placements, the campaign and material names are enough. A publication may have a general code that doesn't reveal a specific person.
Where to see the result
Metrica has a "UTM tags" report. It groups statistics by the values passed and lets you distinguish placements. Description of the report.
Look not only at the number of visits but also at the chosen target action. For a release, this might be a click on the full song link; for a workshop, a submitted request. The event needs to be set up and checked separately: the appearance of a tag by itself does not do this.
Why the first and last visit give different answers
A hypothetical person first opened the site from a teaser, later returned from another post, and then typed the address manually. The first contact helps assess awareness, the last one the immediate entry before an action. These are different ways of distributing the result among sources.
Current Metrica uses, in particular, "First cross-device visit," "Last visit," and "Last significant cross-device visit." Some previous models were disabled as of 20 May 2026; before comparing, check the selected model in the report settings. Attribution models.
Compare campaigns within one selected model. The history may be incomplete, so no report should be called an exact recollection of every listener.
If you separately choose Telegram post views, record such an order in the campaign log. It does not replace real visits via UTM. The parameters are available in the form below; do not record the demo design in confirmed expenses.