UTM Builder

Build UTM tracking URLs for Google Analytics and other analytics platforms. Also decode existing UTM parameters from any URL.

Campaign Details
The referrer (e.g. google, newsletter, facebook)
Marketing medium (e.g. cpc, email, social)
Specific campaign name or slogan
Paid keyword (for paid search)
For A/B testing or content targeting
Generated UTM URL
Parameter Summary

Frequently Asked Questions

UTM parameters are tags added to a URL that tell Google Analytics where your traffic came from. The five standard parameters are: 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.
Yes. Google Analytics treats 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.
Google recommends using underscores for multi-word UTM values (e.g., 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.
UTM parameters create new URL variants that could cause duplicate content issues if pages are indexed by search engines. To prevent this, use a canonical tag on your landing pages pointing to the clean URL without UTM parameters. Do not include UTM URLs in sitemaps.
utm_source identifies who sent the traffic (e.g., 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, utm_medium, and utm_campaign are the three required parameters — omitting any one of them may cause incomplete data in Google Analytics. utm_term (paid search keyword) and utm_content (differentiating ad variants or links) are optional but valuable for granular campaign analysis. GA4 also supports a custom utm_id parameter for linking to campaign IDs in external systems.
In Google Analytics 4, UTM data appears under Reports → Acquisition → Traffic Acquisition. The Session source/medium and Session campaign dimensions show the UTM values from the session's first click. In the older Universal Analytics, navigate to Acquisition → Campaigns → All Campaigns to see UTM-tagged traffic broken down by source, medium, and campaign name.
Yes. QR codes are an effective way to track offline-to-online conversions using UTM parameters. Encode the UTM-tagged URL into the QR code (e.g., 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.
For email campaigns, the standard convention is 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.
Yes. Google Analytics treats UTM values as case-sensitive, meaning 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

Related SEO Tools

Canonical Tag Generator SERP Preview Redirect Mapper URL Encoder/Decoder

Related Articles

In-depth guides and technical articles.

View all →
Seo Jul 30, 2026
Why GCLID and UTM Parameters Fight Over Attribution in GA4 — and Why "Google" vs "google" Permanently Splits Your Analytics
GCLID (Google Ads click ID) and UTM parameters both try to solve attribution but using different mechanisms — and when both appear in the same URL, GA4 may prefer the GCLID-based auto-tagging over manual UTM values, making cross-platform reporting inconsistent. Here's why UTM capitalisation ("google" vs "Google") permanently fragments your analytics into separate traffic sources, why UTM parameters on internal links overwrite the original traffic source, and why UTM-tagged URLs need canonical tags to avoid duplicate content indexing.
Seo Jun 29, 2026
Why Forwarded Emails Inflate Campaign Metrics — UTM Attribution Edge Cases You Need to Know
A forwarded marketing email carries its UTM parameters intact — attributing the new recipient's session to the original campaign, silently inflating email metrics. Here's the forwarding attribution problem, how Facebook's fbclid and Google's gclid travel with shared URLs attributing shared clicks to paid ads, the cross-subdomain UTM tracking gap that loses attribution at subdomain boundaries, and why SPAs need to capture UTMs before client-side routing removes them.
Seo Jun 21, 2026
Why UTM Data Lies: Naming Fragmentation, GCLID Conflicts, and Dark Traffic
UTM parameters tell you what you labeled — not what actually happened. A UTM campaign showing zero conversions might be a marketing failure, a tracking failure, or a naming failure. Here's how inconsistent naming (utm_source=Twitter vs twitter) fragments data, why GCLID and manual UTM parameters conflict in Google Ads, how UTMs get stripped by mobile apps and HTTPS-to-HTTP redirects, and what high "direct" traffic actually signals about UTM data quality.
Seo Jun 18, 2026
UTM Parameters and Duplicate Content: How Marketing Links Accidentally Create SEO Duplicates, and How Canonical Tags Fix It
A URL with UTM parameters and the same URL without them are technically different URLs serving identical content — and if both get indexed, you've created duplicate content purely through marketing link structure. Here's why canonical tags pointing to the clean URL are the correct (and Search-Console-recommended) fix, why robots.txt blocking isn't needed on top of this, and how og:url prevents UTM parameters from propagating into social shares.
Seo Jun 10, 2026
GA4 Attribution Models Explained: How They Work and Which to Use for Budget Decisions
GA4 changed attribution from last-click default to data-driven by default — and most teams haven't updated how they interpret channel performance. Here's how each attribution model works, when to use each, how UTM naming conventions affect channel groupings, and how to compare models in GA4.