UTM Builder
Build clean UTM tracking URLs for your marketing campaigns.
Your campaign URL
What are UTM parameters?
UTM parameters are tags you add to the end of a URL that tell analytics tools where your traffic came from. When a user clicks a link with UTM parameters, those values are passed into Google Analytics (or any other analytics platform) and attributed to the session.
Without UTM parameters, traffic from email campaigns, social posts, and paid ads often gets lumped into "direct" or "referral" with no detail about which campaign or channel actually drove the visit.
utm_source
Identifies the platform or publisher that sent the traffic. Examples: google, newsletter, twitter, linkedin. This is the most important parameter and should always be set.
utm_medium
Identifies the marketing channel. Examples: cpc, email, social, organic. Medium allows you to group sources together and compare channels at a higher level.
utm_campaign
Identifies the specific campaign, promotion, or product. Examples: spring_sale, homepage_test, product_launch. Use consistent naming to make reporting easier.
UTM naming conventions
Inconsistent UTM naming is one of the most common reporting problems in Google Analytics. A small difference like "Email" versus "email" creates two separate rows in your reports.
Always use lowercase
UTM parameters are case-sensitive. google and Google are treated as two different sources. Enforcing lowercase across your team prevents fragmented reports and makes filtering much easier.
Use hyphens or underscores, not spaces
Spaces in UTM values get encoded as %20 or + in URLs, making them harder to read. Use hyphens or underscores as word separators: spring-sale or spring_sale rather than spring sale.
Be specific in utm_campaign
Vague campaign names like test or email-1 are hard to interpret months later. Use names that describe the content or goal: homepage-cta-email-may26 is much easier to act on in a report.
Do not add UTM parameters to internal links
UTM parameters on internal links overwrite the original traffic source in analytics, making it appear that a user started their session at an internal page. Only use UTM parameters on external links pointing to your site.
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