UTM Decoder
Paste any URL with UTM parameters and see source, medium, campaign, content, term decoded. Detects missing UTMs, invalid formats and additional parameters (gclid, fbclid). Perfect for debugging campaign tracking — yours or competitors'.
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 BR 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.
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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.
