UTM Builder

Create trackable links for your marketing campaigns

The full URL of your landing page
Where the traffic is coming from
Marketing or advertising medium
Specific campaign name
Paid search keywords
Differentiate similar content

Your Generated UTM Link

Fill in the required fields above to generate your UTM link

UTM Parameter Examples

Campaign Source (utm_source)

Paid Search: google, bing, yahoo
Social Media: facebook, instagram, twitter, linkedin
Email: newsletter, mailchimp, customer_email
Referral: partner_site, affiliate_network

Campaign Medium (utm_medium)

Paid: cpc, ppc, paid_search, paid_social
Organic: organic, social, referral
Email: email, newsletter
Display: banner, display, cpm
Other: affiliate, qr_code

Campaign Name (utm_campaign)

Seasonal: summer_sale_2024, black_friday
Product: product_launch, new_feature
Event: webinar_signup, conference_2024
Generic: brand_awareness, lead_gen

Campaign Term (utm_term)

Keywords: running+shoes, best+laptop
Match Type: exact_match_keyword, broad_match
Audience: retargeting, lookalike

Campaign Content (utm_content)

Position: header, footer, sidebar
Format: text_link, image_link, button
A/B Test: variant_a, variant_b, version_1
CTA: learn_more, buy_now, sign_up

Best Practices

Use lowercase letters only
Use underscores (_) instead of spaces
Be consistent with naming conventions
Keep names descriptive but concise
Document your UTM strategy
Pro Tip: Create a naming convention document for your team to ensure consistency across all campaigns.

Understanding UTM Parameters

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL to track the effectiveness of marketing campaigns. These parameters help you understand where your website traffic is coming from and which marketing efforts are driving the most conversions.

When someone clicks on a link with UTM parameters, the information is sent to your analytics platform (like Google Analytics), allowing you to see detailed data about the source, medium, and campaign.

The Five UTM Parameters

1. utm_source (Required)

Identifies where the traffic is coming from. This could be a search engine, newsletter, social media platform, or any other source.

Example: utm_source=google or utm_source=newsletter

2. utm_medium (Required)

Identifies the marketing medium or channel. This helps you understand how the traffic found you.

Example: utm_medium=cpc or utm_medium=email

3. utm_campaign (Required)

Identifies the specific campaign. This allows you to track individual marketing initiatives.

Example: utm_campaign=summer_sale or utm_campaign=product_launch

4. utm_term (Optional)

Used primarily for paid search campaigns to identify keywords.

Example: utm_term=running+shoes

5. utm_content (Optional)

Used to differentiate similar content or links within the same campaign. Perfect for A/B testing.

Example: utm_content=button_cta or utm_content=text_link

Why Use UTM Parameters?

  • Track Campaign Performance: See which campaigns drive the most traffic and conversions
  • Measure ROI: Understand which marketing channels give you the best return
  • Optimize Marketing Spend: Allocate budget to the channels that perform best
  • A/B Testing: Compare different versions of ads, emails, or social posts
  • Multi-Channel Attribution: Understand the customer journey across touchpoints
  • Data-Driven Decisions: Make informed decisions based on real performance data

Real-World Example

Scenario: Running a summer sale campaign on Facebook.

Base URL: https://yourstore.com/summer-sale

UTM Tagged URL:

https://yourstore.com/summer-sale?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale_2024&utm_content=red_shoes_ad

With this tagged URL, you can track exactly how many visitors came from this specific Facebook ad and compare its performance to other campaigns.

Best Practices

  • Always use lowercase to avoid duplication in analytics
  • Use underscores (_) or hyphens (-) instead of spaces
  • Be consistent with your naming conventions
  • Keep parameter values descriptive but concise
  • Document your UTM strategy in a shared spreadsheet
  • Never use UTM parameters for internal links
  • Test your links before launching campaigns
Important: UTM parameters are visible in the URL, so avoid including sensitive information.