UTM campaign URL builder
Fill in the destination URL and campaign fields. The tool assembles a correctly encoded tracking link, flags common naming mistakes as you type, and never sends anything to a server.
The finished link appears here once the destination URL, utm_source, and utm_medium are filled in.
How it works
UTM parameters are query-string fields that analytics platforms read to attribute a session to a traffic source. The three that matter most are utm_source (where the traffic comes from, like a site or newsletter name), utm_medium (the channel type, like email or social), and utm_campaign (the initiative the link belongs to).
The builder validates the destination URL, percent-encodes each value, preserves any existing query parameters on the URL, and appends the UTM fields in a stable order so the same inputs always produce the same link.
Because analytics platforms treat values as case-sensitive raw strings, the tool warns about capital letters and spaces — 'Email', 'email', and 'E-mail' would otherwise report as three different mediums.
Assumptions and limitations
- The tool cannot know your team's naming taxonomy. Consistency within your own conventions matters more than any individual value.
- UTM parameters are for inbound campaign links from external channels. Using them on internal links overwrites the original attribution of the session.
- Some platforms strip or rewrite query parameters (link shorteners, some email clients, redirect chains). Always click-test the final link and confirm the parameters survive.
Frequently asked questions
What are UTM parameters?
UTM parameters are five standard query-string fields — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — appended to a URL so analytics tools can attribute visits to a specific source, channel, and campaign. They originated with Urchin Tracking Module, the predecessor of Google Analytics.
What is the difference between utm_source and utm_medium?
utm_source identifies the specific origin of the traffic, such as google, newsletter, or linkedin. utm_medium identifies the channel category, such as cpc, email, or social. A LinkedIn post shared organically might use source=linkedin, medium=social.
Should UTM values be lowercase?
Yes, by convention. Analytics platforms treat values as case-sensitive, so 'Email' and 'email' show up as separate rows in reports. Using lowercase everywhere, with hyphens or underscores instead of spaces, keeps reporting clean.
Do UTM parameters affect SEO?
UTM parameters can create duplicate-URL variants of the same page, which search engines usually resolve via canonical tags. Avoid using UTM-tagged URLs in places search engines crawl as primary links, and never on internal navigation.
Is anything I type here uploaded?
No. The link is assembled locally in your browser. Nothing is transmitted, stored, or logged by this site.
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