UTM Builder
Generate campaign URLs with UTM parameters for Google Analytics tracking
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Recent URLs
How to Use the UTM Builder: A Step-by-Step Guide
UTM parameters are tags added to the end of a URL that help Google Analytics (and other analytics platforms) track exactly where your traffic comes from and which campaigns drive the most conversions. This guide walks you through the entire process.
Enter Your Website URL
Start by pasting the full URL of the page you want to track. This is the destination page where users will land after clicking your link. Make sure to include the protocol (https://).
Fill In the Required UTM Parameters
There are three required parameters that Google Analytics needs to properly attribute your traffic:
| Parameter | Purpose | Examples |
|---|---|---|
utm_source |
Identifies the platform or website sending traffic | google, facebook, newsletter, linkedin |
utm_medium |
Identifies the marketing channel or type of traffic | cpc, email, social, banner, referral |
utm_campaign |
Identifies your specific campaign or promotion | spring-sale, product-launch-2026, black-friday |
Add Optional Parameters (Recommended)
Two additional parameters help you get even more granular tracking data:
| Parameter | Purpose | When to Use |
|---|---|---|
utm_term |
Tracks paid search keywords | Use for Google Ads or Bing Ads campaigns to identify which keyword triggered the ad |
utm_content |
Differentiates similar content or links | Use for A/B testing, multiple links in one email, or different ad creatives |
Copy Your Generated URL
As you type, the tool generates your full URL in real time. Once all required fields are filled, click the "Copy URL" button to copy it to your clipboard. The URL is automatically saved to your local history so you can find it later.
Use Your URL in Campaigns
Paste the generated URL wherever you need it:
- Social media posts — paste in Facebook, LinkedIn, Twitter posts
- Email campaigns — use as the link behind your CTA buttons
- Paid ads — set as the landing page URL in Google Ads or Facebook Ads
- QR codes — generate a QR code from your UTM-tagged URL
- Partner links — share with affiliates or referral partners
Track Results in Google Analytics
After your campaign is live, check the results in Google Analytics:
- GA4: Reports → Acquisition → Traffic Acquisition. Filter by Session source/medium or Campaign.
- Universal Analytics: Acquisition → Campaigns → All Campaigns.
UTM Parameters Reference
Here is a complete reference of all UTM parameters, their purpose, and best practices for naming conventions:
| Parameter | Required | Description | Naming Convention |
|---|---|---|---|
utm_source |
Yes | The referrer: which site or platform sends traffic | Use platform name: google, facebook, newsletter |
utm_medium |
Yes | The marketing medium or channel type | Use standard values: cpc, email, social, referral, display |
utm_campaign |
Yes | The specific campaign name or promotion | Use descriptive names with hyphens: spring-sale-2026 |
utm_term |
No | The paid keyword that triggered the ad | Use the actual keyword: marketing-tools |
utm_content |
No | Differentiates creatives or link placements | Describe the variant: header-banner, sidebar-cta |
UTM Tagging Best Practices
Always Use Lowercase
UTM parameters are case-sensitive. utm_source=Facebook and utm_source=facebook will appear as two separate sources in Google Analytics. Always use lowercase to keep your data clean.
Use Hyphens Instead of Spaces
Spaces get encoded as %20 in URLs, making them hard to read. Use hyphens (-) or underscores (_) to separate words: spring-sale instead of spring sale.
Be Consistent with Naming
Create a naming convention document and share it with your team. Decide whether you'll use email or newsletter as a source — and stick with it across all campaigns.
Don't Use UTM Tags for Internal Links
Never add UTM parameters to links within your own website. This will overwrite the original traffic source and break your attribution data in Google Analytics.
Keep Parameter Values Short and Descriptive
UTM values are visible in the browser address bar. Keep them clean and professional. Avoid internal jargon, project codes, or sensitive information.
Frequently Asked Questions
What are UTM parameters?
Do UTM parameters affect SEO?
Can I use UTM parameters with Google Ads?
How many UTM parameters should I use?
utm_source, utm_medium, and utm_campaign. Add utm_content when you need to differentiate between multiple links or ad creatives. Use utm_term primarily for paid search keyword tracking.