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UTM link builder
UTM parameters are how analytics tells one source of traffic from another. The convention below keeps each creator separable without inventing a new scheme per campaign — which is the mistake that makes a year of data impossible to compare.
UTMs tell you traffic came from "instagram" — CreatorLift tells you WHICH creator drove the sale, automatically.
The arithmetic
utm_source = the platform · utm_medium = influencer · utm_campaign = the campaign · utm_content = the creator
What it does not tell you
- Keep everything lower-case and hyphenated. Analytics treats Riya and riya as two different creators, and you will not notice until you are reading a report.
- utm_medium should stay constant across every creator link, so all creator traffic can be totalled in one filter.
- UTMs record the click, not the sale. They tell you traffic came from Instagram; they do not tell you which creator's follower bought something a day later on their phone.
- Parameters are lost whenever a link is shared by someone retyping it, and stripped by some apps entirely. Treat UTMs as one signal among several rather than as the record.
Questions
›What should utm_medium be for influencer campaigns?
Pick one value and never vary it — "influencer" is the common choice, with "affiliate" used where creators are paid on commission. The point of the medium is to be the filter that totals all creator traffic at once, so a campaign where half the links say "influencer" and half say "creator" has broken the one thing the parameter is for.
›How do I track individual creators with UTMs?
Put the creator in utm_content and the campaign in utm_campaign. That keeps campaign-level totals intact while letting you break them down by creator, and it survives adding creators to a campaign later. Putting the creator in utm_source instead is the common mistake: the source is meant to be the platform, and overloading it makes it impossible to ask how Instagram performed against TikTok.
›Are UTMs enough to measure creator sales?
No, and the gap is larger than most people expect. A UTM records a click; a sale happens later, often on a different device, frequently after the visitor has left and come back directly. Promo codes cover much of what UTMs miss because they are carried by the buyer to checkout, which is why serious creator attribution uses both — a tracked link first, a unique code as the fallback, and a stated rule for which one wins when they disagree.
Estimates are fine. Proof is better.
This page works with the numbers you can see from outside. What it cannot tell you is what a creator sold. CreatorLift gives each creator a tracked link and a unique promo code, matches orders back to them, and stores the rule that matched each one — so the answer survives someone asking how you know. The pilot is ₹999 ($12) for 30 days on your own store.
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