UTM Campaign URL Builder
Build tracking URLs with UTM parameters for Google Analytics and other tools
The referrer: google, facebook, newsletter
Marketing medium: cpc, email, social
Product, promo code, or slogan
Paid search keywords (optional)
Differentiates ads or links (optional)
UTM parameter reference
| Parameter | Required | What it tracks | Examples |
|---|---|---|---|
| utm_source | Yes | Where the traffic comes from — the site, platform, or sender | google, facebook, newsletter |
| utm_medium | Yes | The marketing channel or method of delivery | cpc, email, social, referral |
| utm_campaign | Recommended | The specific campaign, promotion, or launch name | spring-sale-2026, product-launch |
| utm_term | Optional | The paid keyword you bid on (mostly for search ads) | running-shoes, crm-software |
| utm_content | Optional | Which ad variant or link was clicked — for A/B tests | hero-banner, footer-link, variant-b |
How UTM parameters work
UTM parameters (Urchin Tracking Module — named after Urchin, the product Google acquired in 2005 to build Google Analytics) are five standardized query-string parameters appended to a URL. When someone clicks a tagged link, the analytics script on the destination page reads the parameters and attributes the visit to that exact source, medium, and campaign instead of lumping it into "direct" traffic.
A fully tagged URL looks like example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale-2026. The three core parameters answer three questions: where did the click come from (source), through what channel (medium), and for which initiative (campaign). utm_term and utm_content add keyword-level and creative-level detail for paid search and A/B testing.
Consistency is what makes UTM data useful. Because analytics tools treat values as case-sensitive plain strings, "Facebook", "facebook", and "FB" are reported as three different sources. Pick one lowercase convention (this builder does not force lowercase, but lowercase with hyphens is the widely used standard) and document it for your whole team.
❓UTM Builder FAQ
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