# Do I need to build UTM links?

> When automatic referral tracking is enough, and when to add UTMs.

Not every link needs UTM parameters. iTracker360 captures a source automatically whenever the browser reports a referrer — a visit from a blog or a social site is recorded as a referral from that domain, no setup required.

## When automatic tracking is enough

If you just want to know *which site* sent a visitor, automatic referral capture handles it. A link from a partner's blog shows up as a referral from that blog.

## When to add UTMs

Add UTM parameters when you need to tell apart traffic that would otherwise look identical:

- **Multiple campaigns from one source** — two different Facebook posts both look like "facebook" until you add `utm_campaign` to each.
- **Paid ads** — so clicks land as your campaign rather than generic traffic.
- **Email and affiliate links** — these often arrive with no referrer and would otherwise be "direct."

Use the [URL Builder](/features/url-builder) to keep those links consistent.