Free UTM Builder – Create Campaign Tracking URLs

Website URL *

The full URL of the page you want to link to

Campaign Source *

Where the traffic comes from (e.g. facebook, google, newsletter)

Campaign Medium *

The type of link (e.g. email, paid_social, organic_social, cpc)

Campaign Name *

Name of the campaign (e.g. summer_sale_2024, black_friday)

Campaign Term (optional)

Identify paid search keywords (mainly for PPC)

Campaign Content (optional)

Differentiate similar content or links (e.g. button_cta, text_link)

Generated UTM Link

Fill in the required fields above to generate your UTM link

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags you add to URLs to track the performance of campaigns and content. When someone clicks on a UTM link, those parameters are sent back to your Google Analytics for tracking.

UTM Parameters Explained

utm_source (Required)

Identifies where the traffic is coming from. Think of this as the specific website, platform, or publication.

Example: utm_source=facebook or utm_source=google

utm_medium (Required)

Describes the marketing medium or type of link. This helps you understand the type of traffic.

Example: utm_medium=email or utm_medium=paid_social

utm_campaign (Required)

The name of your marketing campaign. Use this to group related marketing efforts.

Example: utm_campaign=summer_sale or utm_campaign=product_launch

utm_term (Optional)

Used mainly for paid search to identify keywords. If you're running Google Ads, this helps track which keywords triggered your ad.

Example: utm_term=running+shoes or utm_term=blue+widgets

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.

Frequently Asked Questions

What are UTM parameters?

UTM parameters (Urchin Tracking Module) are tags you add to a URL so analytics tools like Google Analytics can identify the traffic source, medium, campaign, and more. When someone clicks a URL with UTM tags, that data is sent to your analytics platform automatically.

Which UTM parameters should I always include?

At minimum, use utm_source (where traffic comes from, e.g. newsletter), utm_medium (the channel, e.g. email), and utm_campaign (the campaign name). utm_term and utm_content are optional but useful for A/B testing and paid search.

Do UTM parameters affect SEO?

No — UTM parameters are not crawled or indexed by search engines in a way that creates duplicate content issues. Google ignores them when indexing. However, canonicalise your pages to the clean URL (without UTM tags) to be safe.

How do I track UTM links in Google Analytics 4?

In GA4, go to Reports → Acquisition → Traffic Acquisition. UTM parameters map directly: utm_source → Session source, utm_medium → Session medium, utm_campaign → Session campaign. You can also create custom Explorations to break down by utm_content or utm_term.

What is the difference between utm_source and utm_medium?

utm_source identifies who sent the traffic (e.g. google, newsletter, twitter), while utm_medium identifies the type of channel (e.g. cpc, email, social). Think of source as the publisher and medium as the delivery method.