UTM Link Builder

What is the UTM Link Builder?

UTM parameters are small tags appended to a URL's query string that let Google Analytics and other analytics platforms tell exactly which campaign, source and medium sent you a visitor — instead of just knowing "someone arrived."

The five standard parameters

• utm_source (required) — where the traffic comes from, e.g. newsletter, facebook, google.
• utm_medium (required) — the type of channel, e.g. email, social, cpc.
• utm_campaign (required) — the specific campaign name, e.g. spring_sale.
• utm_term (optional) — paid search keywords being tracked.
• utm_content (optional) — which specific link or ad variant was clicked, useful for A/B testing two versions of the same ad.

How to use it

1. Paste the destination URL you want visitors to land on.
2. Fill in source, medium and campaign name — the three required parameters.
3. Add term and content if you're tracking paid search keywords or A/B testing ad variants.
4. Copy the generated URL and use it anywhere you'd share the link — an email, a social post, an ad.

All values are automatically URL-encoded, so spaces and special characters won't break the link. Keep your source/medium/campaign naming consistent (e.g. always lowercase, always use underscores) across your whole team, since Analytics treats Newsletter and newsletter as two different sources.