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Marketing

UTM Builder

Where the traffic comes from

The marketing channel

Your campaign identifier

Distinguish ads or creatives (optional)

Paid search keywords (optional)

Enter your URL, source, medium, and campaign name to generate a tracking URL.

Without UTM parameters, all your marketing traffic looks the same in Google Analytics. UTMs tag each link so you know exactly which campaign, channel, and creative drove each visit and conversion. This builder assembles the URL for you - enter your landing page and campaign details, get a tagged URL to paste into your ad, email, or post.

No signupRuns in your browserFormula explained belowGeneral information only

How to use this tool

  1. 1Enter the destination URL - the page you want to track traffic to. Include the full URL with https://.
  2. 2Enter the Campaign Source (utm_source) - where the traffic comes from: google, facebook, newsletter, instagram, twitter.
  3. 3Enter the Campaign Medium (utm_medium) - the marketing channel: cpc, email, social, organic, banner.
  4. 4Enter the Campaign Name (utm_campaign) - your campaign identifier: spring-sale, product-launch, brand-awareness.
  5. 5Optionally add Campaign Content (utm_content) to distinguish between different ads or creatives in the same campaign.
  6. 6Optionally add Campaign Term (utm_term) for paid search keywords.
  7. 7Copy the generated URL using the copy button and paste it into your ad, email link, or social media post.

Example

Email newsletter campaign

URL: https://example.com/spring-sale. Source: newsletter. Medium: email. Campaign: spring-sale-2026. Content: header-banner. Generated URL: https://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale-2026&utm_content=header-banner. Paste this into your email template wherever the sale link appears.

Google Ads campaign

URL: https://example.com/pricing. Source: google. Medium: cpc. Campaign: brand-march. Term: project+management+software. Generated URL: https://example.com/pricing?utm_source=google&utm_medium=cpc&utm_campaign=brand-march&utm_term=project%2Bmanagement%2Bsoftware. Use as the final URL in your Google Ads campaign settings.

Common use cases

  • Marketers tagging email newsletter links to track which campaigns drive the most website traffic
  • Paid search managers adding UTM parameters to Google Ads and Bing Ads destination URLs
  • Social media managers tracking which posts and platforms send the most qualified traffic
  • Affiliate and partnership managers creating unique tagged links for each partner or referral source
  • Growth teams A/B testing ad creatives and needing to distinguish which version drove conversions

Common mistakes

  • Using inconsistent naming across campaigns - if you use both 'Email' and 'email' as utm_medium values, Google Analytics treats them as separate channels. Pick a standard naming convention and stick to it.
  • Adding UTM parameters to internal links - UTM tags are for external traffic sources only. Adding them to navigation links within your own site resets session attribution and breaks analytics data.
  • Not encoding spaces in parameter values - spaces in UTM values should be encoded as %20 or replaced with hyphens. This builder handles encoding automatically.

Frequently asked questions

What are UTM parameters?

UTM parameters are tags added to the end of a URL that tell analytics tools like Google Analytics where a visitor came from. UTM stands for Urchin Tracking Module - named after the web analytics company Google acquired in 2005. The five standard parameters are utm_source, utm_medium, utm_campaign, utm_content, and utm_term. When a user clicks a tagged link, the values appear in your analytics reports.

Are UTM parameters required for Google Analytics?

Not required, but strongly recommended for paid and controlled traffic. Google Analytics 4 automatically detects some traffic sources (e.g. organic Google search, direct), but it cannot distinguish between traffic from two different email campaigns or two different social posts without UTM tags. For any traffic you pay for or actively create, UTMs are essential.

Do UTM parameters affect SEO?

No. UTM parameters are not used by search engine crawlers for ranking purposes. However, if UTM-tagged URLs are indexed by Google, they can create duplicate content issues. Most analytics tools handle this by stripping UTM parameters from indexed URLs, or you can configure canonical tags. Avoid posting UTM-tagged URLs in places where search engines will index them (e.g. public social media profiles, sitemaps).

Should utm_source and utm_medium be lowercase?

Yes, always use lowercase. Google Analytics 4 is case-sensitive for UTM parameter values. 'Facebook' and 'facebook' are treated as different sources, which fragments your reporting. Use all-lowercase, hyphenated values with no spaces for consistency.

Is my data stored or uploaded?

No. The URL is built entirely in your browser. Nothing is sent to any server.

Can I use UTM parameters with shortened URLs?

Yes. Build the full UTM-tagged URL first using this builder, then paste it into a URL shortener (Bitly, TinyURL, etc.). The shortener preserves the full UTM parameters in the redirect destination. The short URL is what you share; the analytics platform sees the full tagged URL when the redirect happens.

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