Keywords: UTM, UTM link builder, booking URL, marketing, tracking, campaign, utm_source, utm_medium, utm_campaign, Google Analytics, MyTooth, location settings
Summary
This article covers the MyTooth UTM Link Builder, which allows practices to create trackable booking links for marketing campaigns. It explains what UTM parameters are, how to use them, and best practices for getting the most useful data from your marketing efforts.
UTM Link Builder Overview
The MyTooth UTM (Urchin Tracking Module) Link Builder allows practices to create trackable booking links for marketing campaigns and advertising efforts. Each location within MyTooth has its own Booking URL and its own UTM Link Builder, allowing practices to track performance separately for each location.
The UTM Link Builder is located in Settings > Location Settings. On each location's row, next to the standard Booking URL, there is a UTM Link Builder button. Clicking this button opens a form where tracking parameters can be added to that office’s booking link. Once completed, MyTooth automatically generates a tagged URL that can be copied and used in social media posts, email campaigns, digital ads, QR codes, print materials, and other marketing channels.
UTM tracking helps practices better understand where booking traffic is coming from and which marketing efforts are producing results. These tagged links allow external analytics platforms to identify where patients arrived using what source or advertising channel. This can help practices measure campaign effectiveness, compare marketing performance, and better understand return on investment (ROI) across different locations and promotions.
UTM tracking is completely optional and does not change the patient booking experience in any way. Patients still arrive on the same booking page, see the same appointment availability, and complete the same scheduling workflow regardless of whether a tagged or non-tagged link is used.
Important Notes Before Using UTM Links
UTM tracking only becomes useful if your practice is actively using an external analytics or marketing platform that can read and report on UTM data. MyTooth generates the tagged links, but reporting and analytics happen outside of MyTooth.
Common examples include platforms such as Google Analytics, Meta/Facebook Ads, Instagram campaigns, email marketing software, SMS campaigns, or other third-party marketing tools.
If your practice is not using an analytics or marketing platform, the UTM-tagged links will still function normally, but no reporting data will be available to review.
For additional questions about marketing strategy, analytics reporting, or campaign performance, please contact your marketing team, agency, or analytics provider, as MyTooth’s role is limited to generating the tagged booking links.
What Are UTM Parameters
UTM (Urchin Tracking Module) parameters are small tracking tags added to the end of a URL. When a patient clicks a tagged booking link, those tags are captured by analytics platforms to show where the visitor came from before reaching the booking page.
For example, if a practice shares one booking link on Facebook and another in an email newsletter, UTM parameters help identify which source generated the patient visit or booking activity.
These tags only provide tracking information and do not affect the booking page or scheduling process for patients.
Understanding the UTM Parameters
The UTM Link Builder includes five standard tracking parameters commonly used across digital marketing platforms. While all five are optional, most practices should at minimum use utm_source, utm_medium, and utm_campaign for meaningful reporting.
The utm_source parameter identifies where the traffic is coming from. Common examples include google, facebook, instagram, newsletter, yelp, or even printed materials such as referral cards or flyers.
The utm_medium parameter identifies the type of marketing channel being used. Examples include social, email, cpc for paid advertising, sms, print_qr, or referral.
The utm_campaign parameter identifies the specific promotion or initiative associated with the link. Practices often use names such as summer_whitening_2026, new_patient_special, or implant_campaign_q2.
The optional utm_term parameter is primarily used for paid search advertising to identify the keyword that triggered an ad, while utm_content is commonly used to distinguish between different ad versions, buttons, banners, videos, or other creative variations.
A simple way to remember the core parameters is:
- utm_source = Who is sending the traffic.
- utm_medium = How the traffic is being sent.
- utm_campaign = Why the traffic is being sent.
In broader terms:
- Source identifies the platform or website.
- Medium identifies the marketing channel.
- Campaign identifies the promotion or initiative.
- Term identifies the search keyword.
- Content identifies the specific ad or creative variation.
Best Practices for Using UTM Links
To get the most useful reporting data, practices should create a unique UTM-tagged link for each marketing channel or campaign placement. For example, the booking link used in a Facebook ad should typically be different from the link used in an email newsletter or Instagram bio. Reusing the same tagged link across multiple platforms makes it difficult to accurately compare channel performance.
Consistency is also important when naming UTM values. Most analytics platforms treat uppercase and lowercase values as separate entries, meaning Facebook and facebook may appear as two different traffic sources in reports. It is recommended to standardize naming conventions by using lowercase text with no spaces and separating words with dashes or underscores.
IMPORTANT NOTE: UTM Parameters only work when patients click the tagged link. If someone types your booking URL directly into their browser or finds it through a Google search, no UTM data will be captured - that's expected behavior and not a bug.
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As always, if you have any further questions please do not hesitate to reach out to Cloud 9 Support by emailing us at cloud9support@planetdds.com, or chatting us online using the chat bubble on the lower right at https://cloud9support.planetdds.com/hc/en-us, or giving us a call during our business hours of 8:00 AM EST to 8:00 PM EST at the 1.800.394.6050 option 2.