Build UTM-tagged campaign URLs for Google Analytics, GA4, and any analytics platform. Includes channel presets (Google Ads, Email, Facebook, LinkedIn), naming convention enforcer (auto-lowercase, no spaces), recent URL history, and a URL shortener-ready output.
Type or paste the URL you want to track — your landing page, blog post, product page, or any destination. The tool validates the URL format and strips any existing UTM parameters to prevent duplicate tagging.
Set utm_source (where traffic comes from), utm_medium (the channel), utm_campaign (campaign name), and optionally utm_term (keyword) and utm_content (ad variant). Use the channel presets to auto-fill standard values for Google Ads, Email, Facebook, Instagram, LinkedIn, Twitter, and Organic Social. The naming convention enforcer auto-converts to lowercase and replaces spaces with hyphens.
The full UTM URL is generated and updated in real time as you type. Click Copy to copy to clipboard. The URL is also added to your session history (last 10 URLs) so you can reference or rebuild recent campaigns. The URL is ready for any analytics platform, not just Google Analytics.
utm_source: identifies who sent the traffic — the specific publisher or platform (e.g. google, facebook, weekly-newsletter). Required. utm_medium: identifies the marketing channel (e.g. cpc, email, social, organic, referral). Required. utm_campaign: the campaign name for cross-channel comparison (e.g. spring_2024_sale, product_launch_v2). Highly recommended. utm_term: the keyword for paid search campaigns (e.g. buy+running+shoes). Optional — mostly used with Google Ads. utm_content: differentiates between multiple links in the same campaign (e.g. top_banner, sidebar_link, cta_button). Optional — used in A/B testing.
Google/Bing paid search: cpc or ppc. Display and banner ads: display or banner. Email marketing: email. Organic social media posts: social. Paid social ads: paid-social or cpc. Affiliate marketing: affiliate. Video ads (YouTube etc.): video. Push notifications: push. SMS campaigns: sms. QR codes: qr-code. Podcast sponsorships: podcast. Direct mail with QR code: print. Content partnerships: partnership. The medium is the broadest channel classification — be consistent across all campaigns so GA4 can aggregate channel performance meaningfully.
Yes. While UTM parameters were originally created by Urchin (acquired by Google to become Google Analytics), the utm_ parameter naming convention is now a universal web analytics standard supported by: Google Analytics 4, Universal Analytics (GA3), Adobe Analytics, Mixpanel, Amplitude, Segment, Plausible, Fathom, Matomo, HubSpot, Salesforce Pardot, and virtually every other analytics tool. The parameters are read from the URL query string by the analytics tracking code when a visitor lands on your page.
No — never use UTM parameters on internal links. When a user clicks an internal UTM link, a new session begins with the UTM attribution, overwriting the original traffic source. This causes your own site to appear as a traffic source in analytics and inflates session counts. Internal link attribution is handled automatically by analytics tools through session continuation. UTMs should only be applied to external links — those shared in emails, social posts, paid ads, external websites, and any link that a user clicks to arrive at your site from outside.
Best practices: Always lowercase (NEVER "Summer-Sale" — use "summer-sale"). Use hyphens between words within a concept and underscores between concepts: "summer-sale_email_2024". Include dates for recurring campaigns: "black-friday_2024" so historical data stays separate. Be descriptive but concise: "product-launch_linkedin_sponsored-post" tells you the campaign, channel, and creative type. Avoid special characters that cause encoding issues: &, =, ?, #, %, +. Maintain a naming convention document and share it with everyone who creates UTM links — inconsistency is the biggest cause of messy analytics data.
A UTM template is a predefined URL string with placeholder variables (like {keyword}, {adgroup}, {campaignid}) used in automated systems such as Google Ads, Meta Ads Manager, and other platforms. These platforms automatically replace the placeholders with actual campaign data at the time of the ad click. For example, a Google Ads template might look like: utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}. This allows granular tracking without manually creating a separate URL for every ad variation. This UTM builder generates static URLs for manual campaigns — use your ad platform's template system for automated paid campaigns at scale.
