UTM Link Builder
Build UTM-tagged URLs for tracking marketing campaigns in Google Analytics and other platforms. Enter your URL, add UTM parameters, and get a tagged link ready to use. All processing happens in your browser — no data is sent to any server.
100% Client-Side Processing
All processing happens in your browser. No data is sent to any server.
Where the traffic is coming from (utm_source)
The marketing channel (utm_medium)
The specific campaign name (utm_campaign)
Differentiate ads or links pointing to the same URL (utm_content)
Paid search keywords (utm_term)
Enter a URL and UTM parameters to generate your tagged link
Table of Contents
What Are UTM Parameters?
UTM parameters (Urchin Tracking Module) are tags added to the end of a URL that tell analytics platforms — like Google Analytics — where your traffic came from, what marketing channel drove it, and which campaign it belongs to.
When someone clicks a UTM-tagged link, the parameters are sent to your analytics tool and recorded with the visit. This lets you see exactly which ads, emails, social posts, or links are driving traffic and conversions.
A UTM-tagged URL looks like this:
https://example.com/page?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale
The Five UTM Parameters
utm_source (required)
Identifies where the traffic comes from. Examples: google, facebook, newsletter, twitter, linkedin.
utm_medium (required)
Identifies the marketing channel or type of link. Examples: cpc (cost per click), email, social, banner, referral.
utm_campaign (required)
Identifies the specific campaign or promotion. Examples: spring_sale, product_launch, weekly_digest, black_friday_2026.
utm_content (optional)
Differentiates similar content or links within the same campaign. Useful for A/B testing. Examples: header_banner, sidebar_link, blue_button, text_link.
utm_term (optional)
Identifies paid search keywords. Primarily used for paid search campaigns. Examples: running+shoes, best+crm+software, project+management+tool.
Use Cases
- Email campaigns — Track clicks from newsletters, drip sequences, and transactional emails.
- Social media — Measure which platforms and posts drive the most traffic.
- Paid ads — Attribute traffic to specific ad campaigns, ad groups, and creatives in Google Ads, Facebook Ads, etc.
- Affiliate & partner links — Track referral traffic from partners or affiliates.
- QR codes — Tag URLs behind QR codes to measure offline-to-online conversions.
- A/B testing — Use utm_content to compare different link placements, button colors, or copy variants.
Best Practices
Use Lowercase
UTM parameters are case-sensitive. Google, google, and GOOGLE appear as three separate sources in analytics. Use lowercase consistently to keep your data clean. This tool has a lowercase toggle enabled by default.
Use Underscores Instead of Spaces
Spaces in URLs get encoded as %20 or +, which makes reports harder to read. Use underscores (spring_sale) or hyphens (spring-sale) instead.
Be Consistent with Naming
Create a naming convention and stick to it. If you use email as a medium, don't also use Email, e-mail, or newsletter for the same channel. Document your conventions in a shared spreadsheet.
Don't Use UTM Tags for Internal Links
UTM parameters should only be used for external traffic sources. Using them on internal links (links within your own site) will overwrite the original source attribution and break your analytics data.
Always Include Source, Medium, and Campaign
These three parameters are the minimum for useful tracking. Content and term are optional and should be used when you need to differentiate further.
Frequently Asked Questions
UTM parameters do not directly affect SEO rankings. However, Google recommends using canonical tags to avoid duplicate content issues if the same page is accessible with different UTM parameters. Most CMS platforms and analytics tools handle this automatically.
Yes. GA4 fully supports UTM parameters. The data appears in the Traffic Acquisition and User Acquisition reports under Session source, Session medium, and Session campaign dimensions.
Yes. Google and google are treated as different sources in analytics. Use lowercase consistently to avoid splitting your data across multiple entries. This tool has a lowercase option enabled by default.
No. All URL building happens in your browser. Your URLs and parameters never leave your device.