utm_source identifies where the traffic originates, such as 'google', 'newsletter', 'facebook', or 'twitter'. It is a required parameter.

utm_medium describes the marketing channel, such as 'cpc', 'email', 'social', 'banner', or 'organic'. It is a required parameter.

Are UTM parameters case-sensitive?

Yes, UTM parameters are case-sensitive in Google Analytics. 'Email' and 'email' would be counted as two different sources. Stick to lowercase and use hyphens instead of spaces for consistency.

UTM Link Builder

Build UTM-tagged campaign URLs in seconds. Track every campaign in Google Analytics with source, medium, campaign and more.

Campaign Parameters

Website URL *

The full page URL you are promoting.

Campaign Source (utm_source) *

Where the traffic comes from.

Campaign Medium (utm_medium) *

The marketing channel.

Campaign Name (utm_campaign) *

The name of your campaign.

Campaign Term (utm_term)

Optional. Used for paid search keywords.

Campaign Content (utm_content)

Optional. Differentiate ads or links.

Auto-lowercase all values

Generated URL

Recent URLs

What are UTM Parameters?

UTM parameters (Urchin Tracking Module) are small snippets of text appended to a URL that help analytics platforms like Google Analytics track where your website traffic is coming from. When someone clicks a UTM-tagged link, the parameters are sent to your analytics tool, allowing you to see exactly which campaign, channel, or ad drove that visit.

They're essential for any marketer running email campaigns, paid ads, social posts, or affiliate partnerships — without UTM tags, all that traffic shows up as "direct" or "(not set)" in Google Analytics.

How to Use This Tool

1Enter the Website URL you want to track — the full URL of the landing page you're promoting.
2Fill in the three required fields: Source (where traffic comes from), Medium (the channel type), and Campaign (the campaign name).
3Optionally add Term (for paid keywords) and Content (to differentiate multiple ads). Enable auto-lowercase to keep your analytics data consistent.
4Click Generate UTM URL, then copy and use it in your campaign. Your recent URLs are saved locally for quick reference.

Use Cases

Email Campaigns

Tag newsletter links with utm_medium=email to see exactly how much traffic and revenue your email list drives vs other channels.

Paid Ads

Track Google Ads, Meta Ads, and LinkedIn campaigns separately with unique utm_campaign values to compare cost-per-click and conversion rates.

Social Media Posts

Use different utm_content values for each post variant (image vs video vs text) to identify which content format performs best on each platform.

Influencer & Affiliate Links

Give each influencer or affiliate partner a unique utm_source value so you can track their individual traffic and conversions in Google Analytics.

UTM Parameter Reference

Parameter	Required	Purpose	Example
utm_source	Yes	Where traffic originates	google, newsletter, facebook
utm_medium	Yes	Marketing channel type	cpc, email, social
utm_campaign	Yes	Campaign name or promo	spring_sale, brand_2025
utm_term	No	Paid search keyword	running+shoes
utm_content	No	Differentiates ads or links	banner_a, text_link

Frequently Asked Questions

UTM parameters are tags appended to a URL that tell analytics tools like Google Analytics where your traffic came from. The five standard parameters are utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

Yes. "Email" and "email" would be counted separately in Google Analytics. Always use lowercase and hyphens instead of spaces for consistency.

Not directly. Set your canonical URL to the clean version without UTM tags to avoid potential duplicate content issues if UTM URLs get indexed.

utm_source is where the traffic comes from (google, facebook, newsletter). utm_medium is the type of channel (cpc, email, social). Think of source as "who sent them" and medium as "how they arrived".