UTM Builder
Build perfectly tagged campaign URLs for Google Analytics — live preview, one-click copy.
How to use the UTM builder
- Paste the page URL you want to link to.
- Fill in the source (where the click comes from), medium (the channel), and campaign name.
- Add term and content if you are testing keywords or ad variants.
- Copy the tagged URL — it updates live as you type.
What UTM parameters do
UTM parameters are tags appended to a URL that tell Google Analytics exactly where a visitor came from. There are five standard ones: utm_source identifies the referrer (google, newsletter, facebook), utm_medium the marketing channel (cpc, email, social), utm_campaign the specific promotion (spring_sale, launch), utm_term the paid keyword, and utm_content the exact link or creative variant. With consistent tagging, your analytics reports can answer questions like “which newsletter link drove the most signups” instead of lumping everything under “direct.” The golden rule is consistency: pick a naming convention (lowercase, underscores, no spaces) and stick to it, because “Email” and “email” show up as two different campaigns.
Frequently asked questions
Do UTM parameters affect SEO?
No. Search engines ignore UTM parameters for ranking, and Google Analytics strips them from page path reports. They only affect your own tracking.
Should I use UTMs on internal links?
No — tagging links within your own site overwrites the visitor's original source and corrupts your attribution. UTMs are for inbound links from outside properties only.
What naming convention should I use?
Lowercase, no spaces, consistent separators. Use underscores or hyphens (spring_sale), never spaces or special characters — they get URL-encoded into unreadable messes.
Which parameters are required?
Technically none, but source, medium, and campaign together are the useful minimum. Term and content are optional refinements for paid search and A/B creative tests.