UTM campaign builder
Attach utm_source, utm_medium, utm_campaign and friends to any URL, with a live preview as you type. Works with Google Analytics, Matomo, and any tool that reads UTM tags.
The five UTM parameters
utm_source names where traffic comes from (newsletter, google, x). utm_medium is the channel (email, cpc, social). utm_campaign identifies the push (spring-sale). utm_term captures paid keywords and utm_content distinguishes A/B variants of the same placement. Source and medium are the two analytics tools expect on every tagged link.
Keep a naming convention
UTM values are case-sensitive in most analytics tools: Email, email and E-Mail become three different rows in your reports. Pick lowercase, hyphenated values once and reuse them everywhere — this builder encodes values properly so spaces and special characters never break the link.
Frequently asked questions
- Which UTM parameters are required?
- utm_source and utm_medium are the pair analytics tools expect on every tagged link — source names where traffic comes from (newsletter, google) and medium names the channel type (email, cpc). utm_campaign, utm_term, and utm_content are optional refinements.
- Are UTM values case-sensitive?
- Yes. Google Analytics and most other tools treat Email, email, and E-Mail as three different values, splitting your reports. Use lowercase, hyphen-separated values consistently.
- Should I add UTM parameters to internal links?
- No. Tagging links between pages of your own site restarts the analytics session and overwrites the visitor's real acquisition source. UTMs belong only on inbound links from external channels — email, ads, social posts.
- Do UTM parameters affect SEO?
- They can create duplicate-URL noise: every tagged variant is a distinct URL to a crawler. Protect yourself with a canonical tag pointing at the clean URL, and never use tagged URLs in sitemaps or internal links.