UTM Builder
Build UTM tracking URLs for Google Analytics and other analytics platforms. Also decode existing UTM parameters from any URL.
Parameter Summary
Frequently Asked Questions
utm_source, utm_medium, utm_campaign, utm_term, and utm_content. They are named after the Urchin Tracking Module, the analytics software that Google acquired in 2005.utm_source=Google and utm_source=google as two different sources. It is strongly recommended to use lowercase and underscores consistently across all campaigns to avoid fragmented reporting in Analytics.spring_sale) rather than hyphens or spaces. Spaces are encoded as %20 or + and can cause issues in some reporting tools. Consistent use of underscores makes reports easier to read.google, facebook, newsletter). utm_medium identifies the marketing channel or type (e.g., cpc, social, email, organic). utm_campaign identifies the specific campaign name or promotion (e.g., spring_sale_2025). Together these three form the minimum required set and appear in Google Analytics as the campaign source/medium/name dimensions.
utm_source=brochure&utm_medium=qr_code&utm_campaign=trade_show_2025). When a user scans the code on their mobile device, the UTM values are passed to Google Analytics, giving you measurable attribution for print, outdoor, and event marketing.
utm_source=newsletter (or the specific list name), utm_medium=email, and utm_campaign= the campaign name. Use utm_content to differentiate between multiple links within the same email (e.g., utm_content=header_cta vs utm_content=footer_link). Most email platforms like Mailchimp and Klaviyo can auto-append UTM parameters to all links in a campaign.
utm_source=Google and utm_source=google appear as two separate traffic sources in reports. Always use consistent lowercase across all campaigns to avoid fragmented data. Establish a UTM naming convention document for your team and enforce it before launching any campaigns.
About This UTM Builder
This free UTM builder generates campaign-tagged URLs by appending utm_source, utm_medium, utm_campaign, utm_term, and utm_content parameters to any destination URL. The final URL updates in real time as you fill in the form.
UTM parameters let you track exactly which campaigns, channels, and creatives drive traffic and conversions in Google Analytics or any analytics platform. Consistent UTM tagging prevents fragmented attribution data across your team.
When to use this tool
- Tagging email newsletter links before sending a campaign
- Building UTMs for paid search or social media campaigns
- Tracking affiliate or partner referral traffic
- Standardising UTM naming conventions across a marketing team
Standards & References
How It Works
Enter Campaign Details
Fill in your destination URL, source, medium, and campaign name. Term and content fields are optional for additional tracking granularity.
URL Assembled Instantly
The tool combines your base URL and parameters into a properly formatted UTM URL with correct encoding as you type.
Copy & Track
Copy the UTM URL and use it in your ads, emails, or social posts. Google Analytics will automatically categorize traffic by source, medium, and campaign.
Common Use Cases
Email Campaigns
Tag every link in your email newsletters with utm_source=newsletter and utm_medium=email to track exactly how much traffic and revenue email drives.
Google Ads
Create UTM URLs for each ad group and keyword to supplement Google Ads auto-tagging and get granular campaign data in Google Analytics 4.
Social Media Posts
Tag links shared on Facebook, Instagram, LinkedIn, and Twitter with platform-specific source and medium values to measure social traffic ROI.
Influencer Campaigns
Give each influencer a unique UTM URL with their name in utm_content to track which influencer partner drives the most conversions.
PDF & Print
Shorten a UTM URL (via bit.ly etc.) and include it in print materials, QR codes, or PDFs to track offline-to-online traffic conversion.
A/B Testing
Use utm_content to differentiate between two ad creatives (e.g., banner-blue vs banner-red) to see which creative drives better click-through rates.
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