UTM Builder
Add campaign parameters to any link so Google Analytics can tell exactly which newsletter, post or ad brought the visitor.
1. The destination URL
A URL with no scheme gets https:// added automatically.
2. Campaign parameters
3. Your tracked link
Parameter cheat sheet
| Parameter | What goes in it | Example |
|---|---|---|
utm_source | The specific platform or referrer | newsletter |
utm_medium | The channel type, not the platform | |
utm_campaign | The named promotion or initiative | spring-sale-2026 |
utm_term | Paid keyword or audience segment | running+shoes |
utm_content | Which creative or link position | cta-button-blue |
utm_id | Ad group or campaign ID to join with ad platforms | ga-2026-spring |
FAQ
What is a UTM parameter?
A UTM parameter is a label you add to a link so analytics tools can tell where a visitor came from. They live in the query string after a question mark, like ?utm_source=newsletter.
Should I use uppercase or lowercase in UTM values?
Always lowercase. UTM values are case-sensitive, so Email and email are tracked as two separate sources and split your reports. The tool lowercases everything for you.
What should I put for utm_medium?
The marketing channel, not the specific platform. Use cpc for paid search, email for newsletters, social for any social post, referral for a link on someone else's site, and banner or display for paid display ads.
Do UTM parameters hurt SEO?
They are not indexed as separate pages by Google, but every unique UTM combination can look like a duplicate URL to a crawler. Point your canonical tag at the clean URL to stay safe.
How long should my campaign name be?
Keep it short and readable, roughly three or four words. Long names make reports unreadable and can push a URL past the length some apps and email clients cut off.