Any existing ?parameters and #section in the address are kept.
Where the traffic comes from.
The kind of channel.
The promotion or product.
Your campaign link
—
Use this UTM link builder to add campaign tracking to any URL. Enter the page address and the source, medium and campaign, and get a clean link for Google Analytics. Values are tidied automatically, so "Email" and "email" never split your reports.
How to use the UTM Link Builder
- 1 Enter the page URL, then the campaign source, medium and name (the three required fields).
- 2 Add a term, content label or campaign ID if you need them.
- 3 Copy the link and use it in your email, ad or social post.
Worked examples
Input: example.com/sale · newsletter · email · spring_sale_2026
Result: https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale_2026
Lowercase and underscores keep reports consistent.
Input: example.com/p?ref=a#plans
Result: Existing ?ref=a and #plans are kept
Old utm_ values are replaced, not duplicated.
What UTM parameters are
UTM parameters are labels added to the end of a link. When someone clicks it, your analytics tool reads the labels and records where the visit came from. Without them, traffic from an email or a social post can be lumped together as "direct" or "referral".
| Parameter | Question it answers | Example |
|---|---|---|
utm_source |
Which site or sender? | newsletter, google, facebook |
utm_medium |
Which kind of channel? | email, cpc, social |
utm_campaign |
Which promotion? | spring_sale_2026 |
utm_term |
Which paid keyword? | running shoes |
utm_content |
Which link or ad version? | hero_button |
Source, medium and campaign are the ones to always set.
Keep your naming consistent
Analytics treats Email, email and e-mail as three different mediums. Pick one convention, such as all lowercase with underscores, and use it everywhere. This tool lowercases values and replaces spaces by default for that reason.
Where not to use UTM links
Do not put UTM parameters on links inside your own site. They start a new session and overwrite the real source of the visit. Use them only on links that point to your site from somewhere else.
Good habits
- Keep a shared spreadsheet of campaign names so nobody invents a new spelling.
- Shorten very long tagged links with a link shortener before sharing them in print or on social media.
- Do not put personal data such as email addresses in any parameter. URLs end up in logs and reports.
Frequently asked questions
Which UTM parameters are required?
Google Analytics expects utm_source, utm_medium and utm_campaign. utm_term, utm_content and utm_id are optional extras for finer detail.
Are UTM values case sensitive?
Yes. "Facebook" and "facebook" appear as separate sources in reports. That is why this tool makes values lowercase unless you switch it off.
Do UTM parameters hurt SEO?
Not when your pages use a canonical tag pointing to the clean URL, which most sites do. Avoid UTM links within your own site, and do not use them for links that search engines should treat as the main address.
What happens if the URL already has a query string?
It is kept. The tool adds the utm_ parameters after it, replaces any older utm_ values, and keeps a #section at the end.
Does this tool track anything?
No. It only builds the link in your browser. The tracking happens in your own analytics when someone clicks.
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