Marketing Tool
UTM Link Builder
Build campaign URLs with Google Analytics UTM parameters. Track where your traffic comes from and which campaigns are performing best.
The full URL of the page you want to link to. The protocol (https://) will be added automatically if missing.
Identifies which site or platform sent the traffic. This is the referrer (e.g. google, facebook, newsletter).
Identifies the marketing medium or channel type (e.g. cpc for paid search, social for social media, email for email campaigns).
The name of your marketing campaign. Use underscores or hyphens instead of spaces for cleaner URLs.
Generated URL
Fill in the required fields above to generate your UTM link.
What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that help you track where your website traffic comes from. When someone clicks a link with UTM parameters, the data is sent to Google Analytics so you can see exactly which campaigns, channels, and content are driving visitors.
They were originally developed by Urchin Software, which was acquired by Google in 2005 and became the foundation for Google Analytics. UTM parameters remain the industry standard for campaign tracking across all major analytics platforms.
Why Use UTM Links?
Without UTM parameters, Google Analytics can only tell you that traffic came from a particular domain. With UTM links, you can pinpoint the exact campaign, ad, email, or social post that generated each visit.
This level of detail helps you make better marketing decisions: double down on what works, cut what does not, and accurately calculate the return on investment for every channel and campaign.
The Five UTM Parameters Explained
Identifies the platform or website sending the traffic. Examples: google, facebook, newsletter, linkedin.
utm_source=facebookIdentifies the marketing channel type. Examples: cpc (cost per click), social, email, display, referral.
utm_medium=cpcThe name of your specific marketing campaign. Use a consistent naming convention across all your campaigns.
utm_campaign=spring_sale_2026Used for paid search campaigns to track the keyword being bid on. Separate multiple words with + signs.
utm_term=running+shoesDifferentiates similar content or links in the same campaign. Ideal for A/B testing different ad creatives or CTAs.
utm_content=blue_cta_buttonUTM Best Practices
Use lowercase consistently
UTM parameters are case-sensitive. "Facebook" and "facebook" will appear as separate sources in your analytics. Always use lowercase to keep your data clean.
Use underscores or hyphens, not spaces
Spaces in URLs become %20, which makes them harder to read. Use underscores (spring_sale) or hyphens (spring-sale) instead.
Create a naming convention
Document your UTM naming rules and share them with your team. Consistent naming prevents data fragmentation in your analytics reports.
Do not use UTM tags for internal links
UTM parameters are for external traffic sources only. Using them on internal links will overwrite the original source data and break your attribution.
Keep campaign names descriptive
Use names that are meaningful months later. "q1_2026_email_promo" is better than "campaign1" when you are reviewing reports.
Test your links before launching
Always click your UTM links to make sure they land on the correct page. A broken link wastes your advertising budget and frustrates potential customers.