Build UTM tracking links in seconds
Generate properly formatted UTM URLs for any campaign. Pick a source preset, fill in your campaign name, copy the link. No signup, no account, no email required.
Quick-start with a source:
The page you want to send traffic to
Where traffic comes from
Traffic type / channel
Campaign name or ID
Your UTM URL
Your UTM URL will appear here
Fill in the URL, source, medium, and campaign above
What each UTM parameter does
Five parameters. Three required. All of them matter.
utm_sourceSource
RequiredIdentifies where your traffic is coming from.
e.g. google, newsletter, linkedin, partner-site
utm_mediumMedium
RequiredThe marketing channel or traffic type.
e.g. cpc, email, social, organic, referral
utm_campaignCampaign
RequiredThe specific campaign name, promotion, or product.
e.g. spring-launch, black-friday, product-v2
utm_termTerm
OptionalPaid search keywords. Use for Google Ads to track which keyword triggered the ad.
e.g. on-site survey, website feedback tool
utm_contentContent
OptionalDifferentiates between links pointing to the same URL - useful for A/B testing ads.
e.g. hero-cta, sidebar-banner, email-footer
UTM best practices
The technical part is easy. Consistency is what makes UTM data useful.
Use lowercase and hyphens
UTM parameters are case-sensitive in most analytics tools. 'Google' and 'google' show as separate sources. Use lowercase-with-hyphens for everything: utm_source=google, utm_campaign=spring-launch.
Be consistent across campaigns
Pick a naming convention and stick to it. If you use 'email' as a medium this month, don't switch to 'Email' or 'e-mail' next month. Inconsistency fragments your data and makes analysis painful.
Tag every link you share
If you're paying for traffic or spending time creating content, tag the link. Direct traffic (no UTM) in your analytics often includes mis-attributed paid traffic. UTMs give you the true picture.
Standard UTM conventions
Industry-standard naming so your data stays consistent and comparable.
How to track campaigns effectively
Create a UTM naming doc
Before your first campaign, write down your naming conventions in a shared doc. Define which sources, mediums, and campaign name formats you'll use. Everyone on the team must follow the same rules. Chaos in = chaos out.
Use a spreadsheet to track all your links
Keep a running log of every UTM link you create - the original URL, the tagged URL, which campaign it belongs to, and when you created it. This prevents duplicates and makes auditing much easier.
Test your links before launching
Click your UTM link, visit the page, then check your analytics tool in real time to confirm the source/medium/campaign appear correctly. Catching a typo before a campaign goes live saves a lot of pain.
Check your data after 48 hours
Some analytics tools take up to 24-48 hours to fully process data. Don't panic if you don't see results immediately. After 48 hours, review the campaign data and confirm it matches your expected click volumes.
Frequently asked questions
What are UTM parameters?
UTM parameters are tags you add to URLs to track where your website traffic comes from. When someone clicks a tagged link, Google Analytics (or any other analytics tool) reads the UTM values and attributes the visit to the correct source, medium, and campaign. UTM stands for Urchin Tracking Module - named after Urchin Software, which Google acquired in 2005 to build Google Analytics.
Do UTM parameters affect SEO?
No. UTM parameters are ignored by search engine crawlers when they index your pages. They're purely for analytics tracking. However, if you share UTM-tagged URLs publicly on your own site, make sure canonical tags point to the clean URL without parameters.
Which UTM parameters are required?
Technically none are required by the spec, but utm_source, utm_medium, and utm_campaign are strongly recommended as the core three. Without all three, your reports become inconsistent. utm_term and utm_content are optional and only needed for specific use cases.
Should I use UTM parameters on internal links?
No - never add UTM parameters to internal links (links between pages on your own site). Doing so resets the session attribution in Google Analytics, overwriting the original traffic source with your internal UTM. UTMs are only for external links pointing to your site.
Do UTM parameters work with all analytics tools?
UTM parameters are supported by virtually all major analytics platforms: Google Analytics 4, Universal Analytics, Plausible, Fathom, Mixpanel, Segment, HubSpot, and more. The five core UTM params work universally.
How do I track UTM campaigns in Google Analytics 4?
In GA4, UTM-tagged traffic appears automatically. Go to Reports > Acquisition > Traffic acquisition. You'll see sessions broken down by Session source/medium. For campaign-level reporting, go to Advertising > Performance > All channels and filter by Campaign.