Free Tool

UTM Builder

Generate properly formatted UTM-tagged URLs for your campaigns. Paste your base URL, fill in the parameters, and copy your tagged URL.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to URLs that help analytics tools identify where traffic comes from. When someone clicks a UTM-tagged URL, the parameters are sent to your analytics platform (GA4, for example) and appear in your traffic reports.

The Five UTM Parameters

  • utm_source (required) — Identifies the platform or site sending traffic. Examples: google, facebook, newsletter, linkedin
  • utm_medium (required) — Identifies the marketing medium. Examples: cpc, social, email, display
  • utm_campaign (required) — Identifies the specific campaign. Examples: spring_sale, brand_awareness, product_launch
  • utm_term (optional) — Identifies paid search keywords. Example: running+shoes
  • utm_content (optional) — Differentiates similar content or links. Example: cta_button, hero_image, sidebar_link

UTM Best Practices

  • Use lowercase consistently — UTM parameters are case-sensitive in most analytics tools
  • Use underscores or hyphens instead of spaces
  • Keep naming conventions consistent across all campaigns
  • Document your naming convention in a shared spreadsheet
  • Do not use UTM parameters for internal links — they will overwrite the original traffic source