campaign.name

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UTM builder

Fill in your destination URL and campaign parameters to generate a tagged link. Updates live as you type.

Destination
Required parameters
Optional parameters

Generated URL

Fill in the destination URL to get started.

Parameter breakdown

Parameters will appear here once you start filling in the form.

UTM parameters are short tags added to the end of a URL so your analytics platform can report where a visit came from. When someone clicks a tagged link, tools like Google Analytics read the parameters and attribute the session to the source, medium, and campaign you specified.

A fully tagged link looks like this:

https://example.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

Fill in the destination URL and at least the three required parameters above, and the builder assembles the link live as you type. Copy the result straight into your email platform, ad account, or social scheduler.

What each parameter means

  • utm_source — where the traffic comes from: the site, platform, or property. Examples: google, facebook, newsletter, partner-site.
  • utm_medium — the marketing channel or method. Examples: email, cpc, social, referral, qr.
  • utm_campaign — the campaign, promotion, or initiative the link belongs to. Examples: spring_sale, product-launch-2026.
  • utm_term — optional; traditionally used for the paid search keyword, for example running+shoes.
  • utm_content — optional; distinguishes versions of the same link, such as header_cta vs footer_link, or creative A vs creative B.
  • utm_id — optional; a campaign ID used by some platforms for data import and cost matching.

Naming conventions that keep reports clean

UTM values are case-sensitive in most analytics tools, so Email and email show up as two different mediums. A few habits prevent fragmented reports:

  • Use lowercase everywhere, always.
  • Use hyphens or underscores instead of spaces, and pick one — don’t mix.
  • Agree on a fixed vocabulary for source and medium (for example, medium is always one of email, cpc, paid-social, organic-social, referral) and document it where the whole team can see it.
  • Keep campaign names descriptive and dated when campaigns repeat: black-friday-2026 beats bf_promo_final_v2.

Frequently asked questions

Are all three required parameters really required?

Analytics platforms will accept a link with only one UTM parameter, but reports get ambiguous fast. Source, medium, and campaign together answer “who sent the visit, through what channel, for which initiative” — set all three every time.

No. Tagging a link from one page of your site to another restarts the analytics session and overwrites the original attribution, so you lose the real traffic source. Only tag links that point to your site from somewhere else: emails, ads, social posts, QR codes, partner sites.

Do UTM parameters affect SEO?

The parameters themselves don’t hurt rankings, but tagged URLs can be crawled and indexed as duplicates of the clean URL. Use a canonical tag on your landing pages (most CMSs add one automatically), and never use tagged URLs as the main internal navigation of your site.

The most common cause is a destination URL that already contains a ?. Query strings can only have one ? — additional parameters must be joined with &. This builder handles that automatically, which is one reason to build links with a tool instead of by hand.