UTM Campaign URL Builder

What are UTM parameters?

UTM parameters are little tags you add to the end of a link — like ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch — so your analytics can tell where a visitor came from. When someone clicks the tagged link, the analytics tool reads those tags and attributes the visit to that source, medium and campaign instead of lumping it under "direct" or "referral".

There are five standard ones:

• utm_source — the specific origin: newsletter, twitter, partner-blog. Required for the link to be useful.
• utm_medium — the channel type: email, social, cpc, referral. Required.
• utm_campaign — the campaign or promotion name: spring_launch_2026. Strongly recommended.
• utm_term — optional; usually the paid-search keyword.
• utm_content — optional; which version or placement of the link (useful for A/B tests or "which button").

Naming conventions that save you later

• Pick one case and stick to it. Analytics treats Email, email and EMAIL as three different mediums. Lowercase everything is the simplest rule — this tool does it for you.
• No spaces. A space becomes %20 in the URL and looks ugly in reports. Use _ or - consistently — pick one.
• Be consistent across people. If one teammate uses fb and another uses facebook, your "Facebook" traffic is split in two. Keep a shared list of allowed values.
• Don't tag internal links. Tagging links between pages of your own site can reset the original attribution. Only tag links coming from outside.
• Keep campaign names dated or versioned (q2_webinar_2026) so next year's campaign doesn't merge with this one.

Common mistakes this tool warns about

• Uppercase letters in a value (case-mismatched reporting).
• Spaces in a value.
• A destination URL that already has UTM parameters on it (you'd end up with duplicates).
• Missing source or medium (the link technically works but tells analytics almost nothing).

Does this send my links anywhere?

No. The URL is assembled by JavaScript in your browser. The history is stored with localStorage on your machine and never uploaded. Clear it any time with the button above.

What about GA4 — are UTMs still a thing?

Yes. GA4 reads the same utm_* parameters (it maps them onto "Session source / medium / campaign"). The naming advice above applies just as much.