Free UTM Builder
Create trackable URLs with UTM parameters for your marketing campaigns.
Your Campaign URL
Parameters:
What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags you add to URLs to track where your website traffic comes from. When someone clicks a UTM-tagged link, the parameters are sent to Google Analytics, so you can see exactly which campaigns, channels, and content are driving visits and conversions.
This helps you understand which marketing efforts are working and where to invest your budget.
UTM Parameters Explained
utm_source *
Identifies the traffic source (e.g., google, facebook, newsletter)
utm_medium *
Identifies the marketing medium (e.g., cpc, email, social, organic)
utm_campaign *
Identifies the specific campaign (e.g., spring_sale, product_launch)
utm_term
Identifies paid search keywords (e.g., form_builder, survey_tool)
utm_content
Differentiates similar content or links (e.g., header_cta, footer_link)
UTM Best Practices
- Be consistent — use the same naming conventions across campaigns
- Use lowercase — UTM parameters are case-sensitive
- Avoid spaces — use underscores or hyphens instead
- Keep it simple — use clear, descriptive names you'll understand later
- Document your system — maintain a spreadsheet of your UTM conventions
- Don't use UTMs for internal links — they'll mess up your analytics
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Frequently Asked Questions
Do I need all five UTM parameters?
No, only source, medium, and campaign are required. Term and content are optional and most useful for paid search campaigns or when you want to A/B test different links.
Where do I see UTM data in Google Analytics?
In GA4, go to Reports → Acquisition → Traffic acquisition. You can see Source, Medium, and Campaign data there. For more detail, use the Explore feature to build custom reports.
Will UTM parameters affect my SEO?
No, Google ignores UTM parameters when indexing pages. However, you should use canonical tags to prevent any potential duplicate content issues if the same page is accessed with different UTM parameters.
Can I use UTM tags with URL shorteners?
Yes! First generate your full UTM-tagged URL, then shorten it with services like Bitly or Rebrandly. The shortened link will still pass all the UTM parameters to your analytics.
What's the difference between source and medium?
Source is WHERE the traffic comes from (facebook, google, newsletter). Medium is HOW it comes (cpc, organic, email, social). Think of it as: source = the specific site/platform, medium = the type of marketing channel.
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