SEO & utilitiesFree
UTM Decoder
Splits the UTM parameters of any URL: source, medium, campaign, content and term. Flags missing UTMs, invalid formats and extra parameters (gclid, fbclid). Use it to check your own campaign tracking and to read competitors’ links.
- No sign-up
- Runs in your browser
What each UTM means
utm_source: origin (google, facebook, newsletter)utm_medium: channel (cpc, social, email)utm_campaign: campaign name (black-friday-2026)utm_content: variation (banner-a, banner-b)utm_term: keyword (paid search)
UTM best practices
- Always lowercase: instagram, not Instagram
- Use underscore or hyphen: black_friday or black-friday
- No spaces, no accents, no special characters
- Keep it consistent: variations create duplicate sources in Analytics
- To create new tracked URLs, use the UTM Builder
How it works
How the UTM Decoder works
The UTM Decoder reads the URL's query string (everything after the '?') and splits it into key=value pairs. It isolates the five tracking parameters (utm_source, utm_medium, utm_campaign, utm_content and utm_term), decodes any escaped characters (like %20 turning back into a space) and shows each value clearly, so you don't have to hunt for them inside the link.
Paste, for example, 'https://mystore.com.br/promo?utm_source=instagram&utm_medium=stories&utm_campaign=black%20friday&fbclid=XYZ'. The tool shows source = instagram, medium = stories, campaign = 'black friday' (with the space already decoded), and flags fbclid as an extra click parameter. If utm_campaign is missing, it warns that the UTM is absent.
Tip for Brazilian e-commerce: standardize everything in lowercase and without accents (use 'black-friday', never 'Black Friday' or 'Black%20Friday'), because Google Analytics treats 'Instagram' and 'instagram' as two different sources and fragments your report. Use the decoder to audit your own campaign links (and your competitor's) before launching the ad.
FAQ
Frequently asked questions
What is a UTM parameter?
A UTM parameter is a tag added to the end of a URL (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tells Google Analytics where traffic came from. Example: ?utm_source=instagram&utm_medium=stories. Paste the URL into the decoder to see each value broken out.
How do I decode the UTMs in a URL?
Copy any campaign link and paste it into the decoder: it splits source, medium, campaign, content and term into a readable table. It also flags missing UTMs, invalid formats and extra parameters like gclid and fbclid. Runs 100% in the browser, no signup.
What are gclid and fbclid in a URL?
gclid is the Google Click ID and fbclid is the Facebook Click ID: IDs that Google Ads and Meta add automatically to a link to attribute the click, even without UTMs. The decoder detects these and shows them separately from the standard UTMs.
How can I see which UTMs a competitor is using?
Copy the link a competitor uses in ads, bio or email and paste it into the decoder. You'll see the utm_source, utm_medium and utm_campaign values they set, revealing how they name campaigns and which channels they track.
Is the UTM Decoder free?
Yes, Batedor's UTM Decoder is completely free and runs entirely in your browser, no login required. Paste as many URLs as you want to debug your own campaign tracking or inspect competitors' links.
Blog
Articles on this topic
Guide
How to Spy on Competitors’ Ads (Meta Ads Library and Alternatives)
A practical tutorial to see any competitor’s active ads — Meta, TikTok, LinkedIn — and what to extract from each one.
7 min read
Strategy
How to Turn Competitor Data into Commercial Decisions
Collecting data is easy. Making decisions is hard. Learn how to turn monitoring into action.
9 min read
Channels
The Meta Ads Library in Practice: How to Read Competitors’ Paid Media in 2026
The legal shortcut to see WHICH ad a competitor is running on Facebook and Instagram — without spyware or guesswork.
6 min read
Process
Competitor Data API: From Dashboard to BI and Slack
Data trapped in a dashboard dies; data in the team’s workflow decides. See how to use the Batedor public API, signed outbound webhooks and the Slack, Telegram and WhatsApp channels to put a competitor’s promo into your BI, the team channel and right next to your sales curve.
8 min read