UTM Parameter Builder
Create properly encoded UTM tracking links for Google Analytics campaigns, email newsletters, social ads, and more — with a live preview of each parameter.
Frequently Asked Questions
What are UTM parameters?
UTM parameters are short text codes appended to a URL to track the source of website traffic in Google Analytics. UTM stands for Urchin Tracking Module. The five standard parameters are: utm_source (where traffic comes from), utm_medium (marketing channel type), utm_campaign (campaign name), utm_term (paid search keyword), and utm_content (for A/B testing multiple links). Example: ?utm_source=google&utm_medium=cpc&utm_campaign=summer-sale.
Why should I use UTM tracking for my campaigns?
UTM tracking lets you see precisely which marketing channels, campaigns, and content pieces drive traffic and conversions. Without UTM parameters, Google Analytics may group referral traffic under "direct" or "(not provided)", making it impossible to attribute results to specific campaigns. By tagging every outbound link — from email newsletters to social posts to paid ads — you gain accurate data on ROI per channel, which campaigns deserve more budget, and which traffic sources actually convert.
What is the difference between utm_source and utm_medium?
utm_source identifies the specific origin of the traffic — for example, google, facebook, or weekly-newsletter. utm_medium describes the broader marketing channel type — for example, cpc, email, or social. Think of source as "which publisher or platform" and medium as "what type of marketing channel." For a Google Ads campaign: source = "google" and medium = "cpc." For an email newsletter: source might be "april-newsletter" and medium = "email."