Hello friend,

In this newsletter I want to share with you something I learned recently that’s actually so helpful.

Marketing does not consist of one big thing you should do, but rather a million little things you can try and experiment with.

UTM params are one important topic that I discovered recently. So let’s talk about it:

How it all started

While watching all the tutorials and reading the articles and what AI responded to my questions, a question arose in my head:

“How do I know if someone navigates to one of my apps from my newsletter?”

That’s an easy answer. I use Simple Analytics, and I can see where the visitors come from.

This leads to a second question:

“Which post converted the best?”

Of course, the answer was: I had no idea. We’re now on foreign territory. How would I know that?

There’s something called UTM params.

Let me give you an actual example:

This is Tech Terms, a beginner-friendly tech glossary built by the community, for the community. Here’s the link to that:

https://techterms.io

If you were to navigate using this link, I wouldn’t know where you’re accessing my link from.

Check out the following link:

https://techterms.io?utm_source=blog&utm_medium=mid_section&utm_campaign=cross_promo&utm_content=do_you_use_utm_params_you_should

See what’s different? There are some additional parameters that are used for data retrieval. Depending on the app you use for analytics, the parameters might be supported or not.

This is the list of well-known parameters that are supported by most apps, and that I use:

Parameter	Meaning	Example
utm_source	Which site or platform the request comes from	newsletter, linkedin, portfolio_page
utm_medium	What type of link was clicked, what page or section the request comes from	mid_section, bio_section, home_page
utm_campaign	The marketing campaign or product promotion where the link is generated	black_friday_2025, cross_promo
utm_content	What specific piece of content had the link that was clicked. Can differentiate between multiple links on page.	hero_link, footer_link, linkedin_post_11062025

Check out the Simple Analytics dashboard for the TechTerms website:

https://dashboard.simpleanalytics.com/techterms.io

A way of using the UTM params

At the moment I’m reorganizing the way I write content, post online, and build my apps. If you’ve followed my journey, you might know I have many more apps I’ve built. So some of the free apps will act as traction generation.

I already mentioned about TechTerms, which is a free and open-source project.

Luna Finder is the project I’m currently working on. It is a desktop app helping you search and filter through your old photos.

I also write on a weekly newsletter, and a blog/portfolio website.

Besides all these, I have multiple social media accounts.

I want to cross-promo my apps, so this is a simplified diagram of how things look.

Each arrow represents a link. For example, in a social media posts I put links to my apps.

Not using UTM params means you don’t know where the user comes from. In my example, if the user ends up on TechTerms, they can reach it from multiple places: from one of my newsletters, a social media post or my portfolio page.

And if you want to properly track down what piece of content worked well, and what didn’t go as planned, which marketing channel performed the best, this information is so important.

Some practical tips

Of course, I already sent many newsletters and posts containing simple links. There’s nothing I can do about that, but there are some things that can be changed:

• use an analytics platform that handles UTM params (I use https://www.simpleanalytics.com)
• create your own system/conventions for the UTM params that you want to use (you can either use my method, or adopt another approach)
• change all the links from social media platforms and bios with once that contain UTM params (I’m in the process of changing all of them)
• it’s tempting to immediately post a link on socials, but spend that extra second to add the UTM params (or use an online tool that helps you with that)

In conclusion

Thank you for reading. These are a few places where you can find me:

👉 I’m most active on X/Twitter: https://x.com/razvanmuntian

👉 Checkout my LinkedIn account as well: www.linkedin.com/in/razvanmuntian

👉 Or if you prefer Instagram: https://www.instagram.com/razvanmuntian

👉 My personal website: https://razvanmuntian.com

Thank you so much for reading this post and I hope it’s been inspirational!

See you soon!