Free UTM Builder
Build clean, consistent UTM tracking links in seconds. Tag campaign source, medium, and name correctly so every visit shows up in the right report.
Fill in the URL, source, medium, and campaign name to build the link.
Why UTM parameters matter
Every analytics tool, from Google Analytics to Analyse, groups traffic by the UTM parameters on inbound links. Untagged links land in direct traffic, and inconsistently tagged links split one campaign into several rows. A newsletter tagged email in one send and Email in another shows up as two different mediums in your reports.
The fix is boring but effective: build every campaign link with the same tool, stick to lowercase, and agree on a small set of medium values (email, social, cpc, referral, partner). This builder lowercases values and encodes special characters for you.
How to use the five parameters
utm_source is where the link lives: the site, newsletter, or platform sending the click, like google, newsletter, or linkedin. utm_medium is the type of channel: cpc for paid search, email, social, referral. utm_campaign names the specific push, like spring-sale or launch-week.
The last two are optional. utm_term traditionally holds the paid search keyword, and utm_content separates variants of the same campaign, like header-link versus footer-link in one email. Use them when you need the extra split, skip them when you do not.
Where the data shows up
Tagged links appear in your analytics under campaign or source/medium reports. In Analyse, UTM-tagged visits are broken out automatically on the traffic sources report, with no configuration needed, and you can build funnels segmented by campaign to see which pushes actually convert.
Domande frequenti
What are UTM parameters?
UTM parameters are short tags added to the end of a URL (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell analytics tools where a visit came from. They were introduced by Urchin, the product that became Google Analytics, and every major analytics tool reads them.
Do UTM parameters affect SEO?
Not when used correctly. Search engines treat them as query parameters, and canonical tags on your pages prevent duplicate-content issues. Avoid using UTMs on internal links between your own pages, since that overwrites the visitor's original source.
Should UTM values be lowercase?
Yes. Most analytics tools treat utm_medium=Email and utm_medium=email as two different values, which splits one campaign across multiple report rows. Pick lowercase and keep it consistent everywhere.
What is the difference between utm_source and utm_medium?
Source is the specific place the link lives (google, newsletter, linkedin). Medium is the kind of channel it represents (cpc, email, social). Together they answer where the click came from and what type of traffic it is.
Are UTM links private?
The parameters are visible to anyone who sees the URL, so never put personal data in them. This builder runs entirely in your browser; nothing you type is sent to a server.
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