UTM Link Builder
Create trackable campaign URLs with UTM parameters for Google Analytics and marketing analytics platforms.
The full website URL where you want to send traffic
Campaign Parameters
Where traffic comes from (e.g., google, facebook, newsletter)
Marketing medium (e.g., cpc, email, social, banner)
Specific campaign name (e.g., spring_sale, black_friday)
Paid keyword (for paid search campaigns)
Differentiate ads or links (e.g., logo_link, text_link, banner_a)
Quick Presets
What Are UTM Parameters?
UTM parameters are tags you add to the end of a URL to track where your website traffic comes from. When someone clicks a link with UTM parameters, the information is captured by your analytics platform (Google Analytics, Plausible, Matomo, or similar) and shows up in your traffic reports.
UTM stands for Urchin Tracking Module, named after Urchin Software which Google acquired and turned into Google Analytics. The naming is a relic but the system remains the standard for campaign tracking across the web.
Without UTM parameters, your analytics might show traffic arriving from “google” or “twitter” or “direct” but gives you no detail about which specific campaign, post, or link drove that visit. UTM parameters solve this by attaching structured metadata to every link you share.
How to Use This Tool
Enter your destination URL and fill in the UTM fields. The tool generates a complete tagged URL that you can copy and use in your campaigns.
Source (required). Where the traffic comes from. Examples: google, facebook, twitter, newsletter, linkedin.
Medium (required). The marketing medium. Examples: cpc (cost per click ads), email, social, referral, banner.
Campaign (required). The name of your specific campaign. Examples: spring_sale, product_launch, weekly_newsletter, black_friday_2026.
Term (optional). Used primarily for paid search to track keywords. Example: best_web_hosting.
Content (optional). Used to differentiate between different links in the same campaign. Useful for A/B testing. Examples: header_link, footer_link, blue_button, red_button.
The tool generates the URL in real time as you type. Copy it and use it wherever you are sharing the link.
UTM Best Practices
Be consistent with naming. Decide on a naming convention and stick to it. If you use “facebook” as a source, do not switch to “Facebook” or “fb” in other campaigns. Analytics treats each variation as a separate source, splitting your data.
Use lowercase. UTM parameters are case sensitive. “Email” and “email” show up as different mediums in your reports. Always use lowercase to avoid fragmentation.
Do not use UTM parameters on internal links. Adding UTM tags to links within your own site breaks session tracking in Google Analytics. The visitor’s session restarts with the new source, which makes your data unreliable. UTM parameters are for external links pointing to your site only.
Keep campaign names descriptive but concise. Use underscores instead of spaces. Make names specific enough to identify the campaign months later: “q1_2026_hosting_guide” is better than “campaign1.”
Shorten tagged URLs for social media. UTM parameters make URLs long and ugly. Use a URL shortener (like Bitly or your own short domain) when sharing on social media or in places where the full URL is visible.
How to See UTM Data in Google Analytics
In Google Analytics 4, navigate to Reports then Acquisition then Traffic Acquisition. You will see your traffic broken down by session source, medium, and campaign. You can add secondary dimensions to drill down further.
For campaign specific reporting, go to Acquisition then Campaigns then All Campaigns. This shows all traffic tagged with the utm_campaign parameter, grouped by campaign name.
The data typically appears within a few hours of someone clicking a tagged link. For real time verification, use the Realtime report in GA4 while clicking your own tagged link to confirm it is being tracked correctly.