About this tool
UTM parameters are standard URL query parameters that Google Analytics (and most other analytics tools) read to attribute traffic to a specific campaign, source, and medium. This tool builds the full tracked URL for you and encodes each value correctly, so spaces and special characters don't break the link.
How to use the UTM Builder
- Enter your website URL — the page you're linking to.
- Fill in Source, Medium, and Campaign — the three required fields.
- Optionally add Term and Content for more granular tracking.
- Copy the generated URL and use it in your campaign.
What each parameter means
- utm_source — where the traffic is coming from (e.g.
newsletter,google,facebook) - utm_medium — the marketing medium (e.g.
email,cpc,social) - utm_campaign — the specific campaign name (e.g.
spring-sale,product-launch) - utm_term — optional, typically used to identify paid search keywords
- utm_content — optional, used to differentiate similar links or ads within the same campaign (like a header link versus a footer link)
Naming convention tips
Stick to lowercase, hyphenated values (spring-sale rather than Spring Sale) — Google Analytics treats UTM values as case-sensitive, so inconsistent capitalization splits what should be one campaign into several separate rows in your reports. Keep the same source/medium/campaign naming pattern across every link in a given campaign, so all the traffic rolls up together cleanly when you review the results.
Things to watch out for
UTM parameters are visible in the URL itself, so avoid putting sensitive information in any of the fields. If the URL you paste already has its own query parameters (like ?id=123), this tool appends the UTM parameters correctly with an & rather than overwriting what's already there.
Frequently asked questions
Google Analytics only requires utm_source, utm_medium, and utm_campaign to register a link as a tracked campaign. utm_term and utm_content are optional, typically used for paid search keywords or A/B-testing different ad creatives.
Avoid both — spaces get encoded as %20 or + in the URL, which makes campaign reports harder to read, and Google Analytics treats UTM values as case-sensitive, so "Newsletter" and "newsletter" would show up as two separate sources. Lowercase, hyphenated values (like spring-sale) are the standard convention.
UTM parameters are just standard URL query parameters, so they can be appended to any URL, including someone else's site. Only sites running Google Analytics (or a compatible analytics tool) will actually read and report on them.