UTM Builder
Generate tracked campaign URLs in seconds
Destination URL
Where should the link go?
Required Parameters
Essential for tracking
Optional Parameters
For advanced tracking
📊 What Are UTM Parameters?
UTM parameters (Urchin Tracking Module) are tags added to URLs that help analytics platforms identify where traffic comes from. The name comes from Urchin Software Corporation, which Google acquired in 2005 to create Google Analytics.
When someone clicks a link with UTM parameters, those values are sent to your analytics tool, allowing you to see exactly which campaigns, ads, or content pieces drive traffic and conversions.
URL Anatomy
📋 Parameter Reference
| Parameter | Purpose | Example Values |
|---|---|---|
utm_sourceRequired |
Identifies the traffic source — where your visitors come from | google, facebook, linkedin, newsletter, twitter |
utm_mediumRequired |
Identifies the marketing medium — how they got to you | cpc, social, email, organic, referral, display |
utm_campaignRequired |
Identifies the specific campaign — why they clicked | spring_sale, product_launch, brand_awareness |
utm_termOptional |
Identifies paid search keywords | running+shoes, marketing+software |
utm_contentOptional |
Differentiates similar content or links within the same ad | header_cta, sidebar_banner, blue_button |
✅ Best Practices
✓ Use lowercase
UTM parameters are case-sensitive. Facebook and facebook will appear as separate sources.
✗ Avoid spaces
Use underscores or hyphens instead. spring_sale not spring sale.
✓ Be consistent
Create a UTM naming convention and stick to it across your organization.
✗ Don’t use UTMs internally
Adding UTM parameters to internal links will overwrite the original source data.
✓ Keep it readable
Use descriptive names that make sense in reports: fb_carousel_ad1 not abc123.
✗ Avoid sensitive data
Never include PII (emails, names, IDs) in UTM parameters — they’re visible in URLs.
🎯 Use Cases by Channel
Social Media Ads
Track performance of paid campaigns on Facebook, Instagram, LinkedIn, and TikTok.
utm_medium=paid_social
utm_campaign=spring_promo
Email Marketing
Measure which newsletters, drip campaigns, or transactional emails drive conversions.
utm_medium=email
utm_campaign=weekly_digest
Paid Search
Track Google Ads, Bing Ads, and other PPC campaigns with keyword-level detail.
utm_medium=cpc
utm_term=marketing+tools
Influencer & Affiliates
Give each partner a unique campaign name to measure their contribution.
utm_medium=referral
utm_campaign=john_doe
Display & Banner Ads
Compare performance across ad networks, placements, and creative variations.
utm_medium=display
utm_content=300x250_v2
Offline to Online
Use QR codes with UTM links on print materials, events, or packaging.
utm_medium=print
utm_campaign=conference_2025
❓ Frequently Asked Questions
No, UTM parameters don’t directly impact SEO rankings. However, to prevent duplicate content issues, ensure your analytics platform or CMS handles URL parameters properly. Most modern platforms (including Google) ignore UTM parameters when indexing pages.
Most analytics platforms automatically recognize UTM parameters, including: Google Analytics, Adobe Analytics, Mixpanel, Amplitude, Plausible, Fathom, Matomo, HubSpot, and many others. The parameters are a web standard, not proprietary to any single tool.
No, avoid this. When a user clicks an internal link with UTM parameters, it starts a new session and overwrites their original source. For internal campaign tracking, use event tracking or separate internal parameters instead.
At minimum, use the three required parameters: utm_source, utm_medium, and utm_campaign. Add utm_content when A/B testing ads or CTAs. Use utm_term primarily for paid search keywords.
Yes. utm_source=Facebook and utm_source=facebook will be tracked as two different sources. Always use lowercase to maintain consistency and avoid data fragmentation in your reports.
In most analytics platforms, UTM data appears in traffic source reports. Look for sections labeled “Acquisition,” “Traffic Sources,” “Campaigns,” or similar. The exact location varies by platform — check your analytics tool’s documentation for specifics.
Need a UTM naming convention?
Consistent naming is the key to clean analytics data.
Read our UTM Taxonomy Guide →