UTM builder

Stop losing campaign traffic to messy naming. Build a clean tracked URL before the link goes into ads, email, or social.

Configure parameters

The final destination URL you want to promote

Where the traffic originates

How the traffic reaches the page

The campaign or promotion name

Optional paid-search keyword

Optional label for creative or placement variants

Generated URL

Enter parameters on the left to generate a campaign URL.

Best-practice tips

  • ✓Pick a naming convention before the campaign starts. analytics tools often treat newsletter, Newsletter, and email_newsletter as different labels.
  • ✓Use lowercase values with underscores or hyphens so links stay readable when they move through spreadsheets, ad tools, email builders, and chats.
  • ✓Reserve utm_content for real creative or placement differences. If every link gets a random label, attribution becomes harder, not clearer.
  • ✓Keep one source of truth for campaign names so paid, lifecycle, partner, and launch teams do not fragment the same campaign across reports.

Parameter cheat sheet

utm_source
Source (Required)
Identifies where the click came from, such as google, newsletter, reddit, producthunt, or a partner name.
utm_medium
Medium (Required)
Identifies the channel type, such as cpc, email, paid_social, organic_social, referral, or banner.
utm_campaign
Campaign (Required)
Names the specific initiative you want to compare in reports, such as spring_sale, ai_builder_launch, or black_friday_2026.
utm_term
Term
Optional field for paid-search keywords or related query labels.
utm_content
Content
Optional field for distinguishing creatives, placements, or link variants.

UTM FAQ

Why do UTM parameters matter?

Without them, campaign visits often collapse into broad buckets such as direct, referral, or generic social traffic. That makes it harder to know which ad, email, partner, or launch channel actually worked.

Can parameter values include non-English characters?

They can, but English or transliterated values are usually easier to keep consistent across teams and analytics reports.

Do I need to fill all five tracking fields?

No. Source, medium, and campaign cover the majority of tracking needs. Term and content are optional refinements.

What if the generated URL feels too long?

That is normal for tracked campaign URLs. You can shorten the final link with a short-link service without losing the UTM parameters.

Should internal links use UTM parameters?

Usually no. UTMs are meant for inbound campaign attribution. Adding them to internal navigation can overwrite the original acquisition source and pollute reporting.

Do UTM parameters affect SEO?

They do not improve rankings. For public pages, make sure canonical URLs point to the clean version so duplicate campaign URLs do not become the preferred page.