MKT-001
UTM Builder
UTM parameters tell your analytics where a visitor came from. This builder assembles them into a valid URL, encoding each value properly so nothing breaks when the link is shared.
- Free
- No signup
- Private · runs locally
How to build a UTM link
- Paste the destination URL - the page you want people to land on.
- Fill in Campaign source (where the traffic comes from, e.g. newsletter) and Campaign medium (the channel type, e.g. email).
- Add a campaign name so you can group the results, plus term and content if you need them.
- Copy the generated URL and use it in your post, ad or email.
What each UTM parameter means
| Parameter | Purpose | Example |
|---|---|---|
| utm_source | The specific referrer | newsletter, instagram |
| utm_medium | The marketing channel type | email, cpc, social |
| utm_campaign | The campaign this link belongs to | spring_sale |
| utm_term | Paid keyword, for search ads | running_shoes |
| utm_content | Which creative or link was clicked | header_button |
Conventions that keep your reports clean
UTM values are case sensitive in most analytics tools. Facebook and facebook become two separate rows in your report, so pick lowercase and stay with it.
Use underscores or hyphens instead of spaces. A space is encoded as %20, which is valid but harder to read and easy to mistype when someone copies a link by hand.
Only tag external links. Adding UTMs to links between pages on your own site restarts the session attribution and makes the original source disappear from your reports.
Frequently asked questions
Which UTM parameters are required?
Source, medium and campaign are the three that matter. Term and content are optional and mostly used for paid search and A/B testing different creatives.
Do UTM parameters affect SEO?
They can create duplicate URLs if a tagged link gets indexed, which is why canonical tags exist. Tagging outbound campaign links is standard practice and safe; tagging internal navigation is not.
Can I use UTM links with tools other than Google Analytics?
Yes. UTM parameters are a plain URL convention and are read by most analytics platforms, including Plausible, Fathom, Matomo and Adobe Analytics.