umami
Tracking

Links

Available since v3.0.0

Umami links monitor and record clicks on specific URLs to show where visitors come from and how they interact with your links. It works by adding a redirect link that captures metrics and data at the time of click. This helps businesses measure campaign performance, identify high-performing channels, and optimize marketing efforts for better conversions.

Log into Umami and click on Links in the sidebar.

Click on the Add link button in the top-right corner.

Fill out the Name and Destination URL. Two optional sections expand on demand:

  • Customize preview — controls the social-media preview card shown when the short link is shared on platforms like Facebook, X, LinkedIn, Slack, WhatsApp, Telegram, and Discord. Leave fields empty to auto-detect the title, description and image from the destination URL's Open Graph tags; or fill them in to override.
  • UTM — appends UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) to the destination URL when the link is clicked, so visits can be attributed in your analytics.

Click the Save button.

Customize preview#

When you fill in the Destination URL, Umami fetches the destination and detects its Open Graph metadata. The detected values appear as placeholder hints in the Title, Description and Image URL fields, with a small thumbnail preview of the detected image. Type your own value into any field to override; clear it to revert to auto-detection.

UTM parameters#

Track campaign attribution by appending UTM parameters that Umami merges into the destination URL on each click. Existing query parameters on the destination URL are preserved; conflicting UTM keys are overwritten by the link-level values.

Collect data#

After saving, Umami generates a tracking link (e.g., https://your-umami-instance/l/abc123). Use this link instead of the destination URL in your marketing campaigns, emails, social media posts, or anywhere you want to track clicks. When a user clicks the tracking link, they are redirected to the destination URL while Umami records the click.

The link overview displays metrics including total clicks, unique visitors, referrer sources, and geographic data.

From the Links screen click on the Edit button to update a link or click on the Delete button to delete a link.