UTM link builder
Build properly formatted UTM campaign URLs for Google Analytics 4 and Universal Analytics. Copy and use instantly.
What are UTM parameters and why do you need them?
UTM parameters (Urchin Tracking Module, named after Urchin Software, which Google acquired to build Analytics) are query string parameters you append to URLs to track the source, medium, and campaign of inbound traffic in Google Analytics. Without UTM parameters, all traffic arriving via links from your email newsletter, social posts, and partner sites shows up in Analytics as a generic source, you cannot distinguish a newsletter click from an organic visit.
The five standard UTM parameters are: utm_source (who sent the traffic: google, newsletter, twitter), utm_medium (the channel: cpc, email, social, affiliate), utm_campaign (your campaign name: spring-sale-2026), utm_term (for paid search, the keyword), and utm_content (to A/B test different ads or links in the same campaign: hero-button vs sidebar-link).
Use UTM parameters consistently across all outbound links in email campaigns, social posts, paid ads, influencer partnerships, and press coverage. Consistent naming conventions (always lowercase, always hyphens) prevent the same source from appearing as duplicate entries in Analytics (google vs Google vs GOOGLE are all separate in GA4). The campaign name field in this builder automatically slugifies your input for consistency.
Frequently asked questions
Do UTM parameters affect SEO?
UTM-tagged URLs should not be indexed by search engines. Use canonical tags pointing to the clean URL, or robots.txt to prevent UTM parameter URLs from being crawled.
Should I use UTM on internal links?
No, UTM parameters on internal links override the original traffic source, making attribution data inaccurate. UTM is for external links only.
What medium should I use for email campaigns?
Use "email" as the medium. Google's recommended mediums are: cpc (paid search), organic (SEO), email, social, referral, display, affiliate. Staying close to these prevents fragmentation.