utm_source vs utm_medium vs utm_campaign: the difference, explained
The three UTM parameters people mix up the most, what each one actually means, and a simple rule for deciding what goes where. With real examples you can copy.
Smit Vanani: founder, builder, shipping
I build clarity
into the internet.
Founder of linkutm. I’m building simple tools for cleaner attribution, better distribution decisions, and a less foggy internet.
01 Latest writing
01 02 03
All posts My founder distribution stack is intentionally boring
The channels I trust are not exciting. That is exactly why they survive. Field notes on the small founder distribution stack I keep returning to.
What “direct traffic” usually hides
Direct traffic sounds clean and usually means the opposite. Field notes on what that bucket often hides, and why founders trust it more than they should.
02 Code → product → founder
- 2025 →
Founder · linkutm
Building clarity into how marketers read their traffic.
- Then
Product Manager · Wizcoder
Turned engineering output into product outcomes.
- Before
Software Developer · Perrian
Shipped production software, learned what users ignore.
- Start
Junior Developer · ServerAvatar
Where code first met real customers.
03 Current focus
01
Product clarity
02
Founder-led distribution
03
Marketing signal
04