UTM Link Builder
Build a Google Analytics UTM tracking URL from your base URL and campaign parameters.
How to use this tool
- Enter website url, utm source, utm medium, utm campaign, utm content and utm term in the fields above.
- Results update instantly as you type — or click Calculate.
- Read your tracking url and the full breakdown beneath it.
Build a Google Analytics UTM tracking URL from your base URL and campaign parameters.
How it works
UTM parameters are tags appended to a URL that tell Google Analytics (and other analytics platforms) where a visitor came from and which campaign brought them. A UTM link looks like a normal URL with a query string such as ?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale.
Fill in your base URL and the campaign parameters you need. Source identifies where the traffic originates (e.g. google, newsletter). Medium describes the marketing channel (e.g. cpc, email, social). Campaign is the specific promotion name. Content and Term are optional fields used to differentiate ads or track keywords in paid search.
The builder assembles the parameters into a correctly encoded URL you can copy and paste into your campaign. Using consistent UTM naming conventions across your team is critical so your analytics reports group traffic correctly.
Worked example
Build a UTM link for an email newsletter campaign
- Enter 'https://example.com/sale' as the Website URL.
- Set UTM Source to 'mailchimp'.
- Set UTM Medium to 'email'.
- Set UTM Campaign to 'summer_sale_2024'.
- Click Build Link and copy the resulting URL.
https://example.com/sale?utm_source=mailchimp&utm_medium=email&utm_campaign=summer_sale_2024
Common mistakes to avoid
- Inconsistent capitalization across campaigns -- 'Email' and 'email' split your data in analytics reports.
- Using spaces instead of underscores or hyphens in parameter values -- spaces must be encoded and can break links in some clients.
- Forgetting UTM parameters on paid ads entirely -- without them, paid traffic appears as direct or organic in analytics.
Key terms
- UTM parameter
- A URL query parameter prefixed with 'utm_' that analytics tools use to attribute traffic to a specific source, medium, or campaign.
- UTM Source
- Identifies the referrer, e.g. google, facebook, newsletter.
- UTM Medium
- Describes the marketing channel, e.g. cpc, email, organic.
Frequently asked questions
- What are UTM parameters?
- UTM parameters are tags appended to a URL so Google Analytics can identify the source, medium, and campaign that drove traffic to your site.
- Are UTM parameters case-sensitive?
- Yes — Google Analytics treats 'Email' and 'email' as different values. Use lowercase consistently for clean reporting.