UTM Builder
Build UTM-tagged URLs for Google Analytics, Facebook, LinkedIn, email, and any campaign channel. Fill in the fields, pick a preset for common channels, or set everything manually. Copy the URL and paste it in your campaign.
About UTM Builder
UTM parameters are five query-string variables (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell Google Analytics — and every other analytics platform — where a click actually came from. Without UTMs, traffic from paid ads, social posts, email campaigns, and newsletters all gets bucketed as 'direct' or 'referral' in your reports, making it nearly impossible to measure what is working. This UTM builder takes a destination URL and campaign details and produces a properly-tagged URL ready to paste into an ad, email footer, or social share. It normalizes casing and spacing automatically, so utm_source=Google and utm_source=google never split your reports.
Practical for marketers running paid social, PPC advertisers segmenting Google Ads campaigns, email teams tagging newsletter links, SaaS operators tracking product-hunt traffic, and analytics teams enforcing consistent tagging conventions across the org. Presets for Google Ads, Facebook, LinkedIn, Twitter/X, and email newsletters pre-fill the standard source and medium values, so you only have to fill in the campaign-specific fields. The tool also warns when required fields (source, medium, campaign) are missing — the three that Google Analytics needs to attribute clicks correctly.
How to Use
Paste your destination URL — the page users should land on after clicking (with or without https://).
Optionally pick a preset (Google Ads, Facebook, LinkedIn, Email) to pre-fill source and medium.
Fill in the campaign name — a short, descriptive slug like 'summer-sale-2026' or 'launch-week'.
Optionally add term (paid-search keyword), content (which specific ad/link variant), and id (Google Ads campaign ID).
Copy the generated URL and use it in your ad, email, or social post.
Google Analytics will bucket traffic by these UTM parameters automatically — no dashboard config required.
Frequently Asked Questions
What are UTM parameters used for?
UTMs are five URL query parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell Google Analytics — and every other analytics platform — where a click came from. Without UTMs, all your paid, social, and email traffic gets bucketed as 'direct' or 'referral' and you cannot measure what worked.
Which UTM parameters are required?
utm_source, utm_medium, and utm_campaign are the three required to make attribution work in Google Analytics. utm_term and utm_content are optional — use utm_term for the paid-search keyword and utm_content to distinguish between multiple ads or links pointing at the same URL.
Should UTM parameters use hyphens or underscores?
Google recommends hyphens (utm_source=summer-sale) — they read as separate words in Analytics reports. Underscores work but merge into a single word. This builder normalizes spaces to hyphens automatically.
Do UTMs affect SEO?
Not directly — Google ignores UTM parameters when indexing pages. But if you use UTM-tagged URLs internally (link to your own pages), you can dilute link equity and confuse Analytics. Rule: use UTMs only for external campaigns, never for internal navigation.
Are UTMs case-sensitive?
Yes. utm_source=Google and utm_source=google are counted as separate sources in Analytics. This builder lowercases all values automatically to avoid this common bug.