UTM Builder
Build campaign URLs that analytics tools can attribute.
100% in-browser · no data sent
Paste a landing page URL, fill in utm_source, utm_medium and utm_campaign (plus utm_term and utm_content for paid search and A/B tests), and copy the tagged link. Existing query parameters are preserved and the whole thing runs in your browser.
Embed This Tool
Add this tool to your website with customizable styling
How to Use
Paste your landing page URL
Enter the page the campaign should send people to. If you leave the protocol off, https:// is assumed. Any query string or anchor already on the URL is kept.
Fill in source, medium and campaign
These three identify where the traffic came from (newsletter), how it arrived (email) and which campaign it belongs to (spring_sale). Analytics reports traffic as direct without them.
Add term and content if you need them
utm_term records the paid keyword; utm_content distinguishes two links in the same email or two creatives in the same ad. Both are optional.
Copy the campaign URL
The tagged URL updates as you type. Copy it and use it in your email, ad or social post — every click will now be attributed to this campaign.
Frequently Asked Questions
What are UTM parameters?
UTM parameters are tags you append to a link's query string so analytics tools can tell where a visitor came from. Google Analytics reads utm_source, utm_medium, utm_campaign, utm_term and utm_content and groups the traffic in your acquisition reports instead of lumping it under direct.
Which UTM parameters are required?
In practice, three: utm_source, utm_medium and utm_campaign. If a link is missing them, Google Analytics generally cannot attribute the session and reports it as direct traffic. utm_term and utm_content are optional extras for paid keywords and for telling two links in the same message apart.
Should UTM values be lowercase?
It is a good habit. Analytics platforms treat values case-sensitively, so Email and email become two separate rows in your reports and split the numbers for the same campaign. The lowercase option here normalises every value as you build the link.
Do UTM parameters hurt SEO?
Not if you use them the way they are intended: on inbound links from email, ads and social, pointing at a page that has a self-referencing canonical tag. The canonical tells Google which version to index, so the tagged URLs do not compete as duplicate content. Avoid putting UTM tags on internal links between your own pages.