What are UTM parameters?

UTM parameters (Urchin Tracking Module) are query string tags appended to URLs that analytics platforms like Google Analytics use to identify the source of website traffic. When a user arrives at your site via a UTM-tagged link, the platform records which campaign, channel, and source drove that visit. This allows marketers to compare the effectiveness of different campaigns, ads, emails, or social media posts down to a granular level — without relying on referrer headers, which can be unreliable or blocked.

There are six standard UTM parameters: utm_source (e.g. newsletter), utm_medium (e.g. email), utm_campaign (e.g. spring-sale), utm_term (for paid search keywords), utm_content (for A/B test differentiation), and utm_id (a unique campaign identifier).

Tool description

The UTM Link Builder generates a complete, properly encoded URL with your chosen UTM parameters appended. Enter a base URL and fill in as many UTM fields as needed. The tool assembles the final URL in real time and updates it as you type. The generated URL is ready to copy and use in ads, emails, or social posts.

Features

  • Real-time URL generation — the output URL updates instantly as you type any field.
  • Auto-adds https:// — if you omit the protocol, the tool automatically prepends https://.
  • Selective parameters — only non-empty UTM fields are added to the URL; unused fields are left out.

Options explained

Field UTM parameter Purpose
Base URL (required) The destination page URL without any UTM tags.
Source utm_source Where the traffic comes from (e.g. google, newsletter, twitter).
Medium utm_medium The marketing channel (e.g. cpc, email, social).
Campaign utm_campaign The specific campaign name or promotion.
Term utm_term Paid search keywords. Used to identify which keyword triggered the ad.
Content utm_content Differentiates similar content or links within the same ad (useful for A/B tests).
Campaign ID utm_id A unique ID for the campaign, often used with automated import of cost data.

Examples

Base URL https://example.com/landing, source newsletter, medium email, campaign summer-promo:

https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=summer-promo

Tips

  • Use consistent lowercase naming conventions for all UTM values to avoid duplicate entries in your analytics (e.g. Email and email are tracked separately).
  • The utm_term and utm_content fields are optional and most commonly used for paid advertising campaigns.