UTM Builder
Enter a destination URL and UTM parameters to build a campaign URL that lets your analytics tool measure where visitors come from.
Your input is processed inside your browser and is never sent to a server.
Where the traffic comes from, such as a social network or newsletter
The type of marketing channel
A name that identifies the campaign
Paid search keywords
Distinguishes placements or creatives within the same campaign
What this tool does
UTM parameters are tracking query parameters appended to a URL. They let analytics tools identify which channel a visit came from, and are widely used to measure the performance of social posts, newsletters, and ads.
With this tool you simply fill in the destination URL and each parameter, and it assembles a correctly formatted campaign URL. Setting source (utm_source), medium (utm_medium), and campaign (utm_campaign) is the common practice; term and content are only needed in specific cases.
URLs with UTM parameters tend to get long. Press the Shorten this URL button to turn the generated URL into a short URL right away, which helps with character limits on social media or links in printed material.
How to use
Enter the destination URL you want to measure
Start by pasting the URL of the page you want to track into the base URL field. This is the actual landing spot, such as an article, a product page, or a campaign page on your own site.
Fill in source, medium, and campaign
Enter utm_source (where the visit came from), utm_medium (the kind of channel), and utm_campaign (which effort it belongs to). With these three in place, you can later tell your traffic sources apart in your analytics tool.
Copy the generated URL
As you type, a URL with the parameters appended is assembled automatically. Press the copy button and paste it straight into your social post, email, or ad platform.
Shorten the URL if you need to
Adding parameters makes a URL longer. Press Shorten this URL to turn it into a compact link while keeping the tracking information, which makes it easier to use where characters are limited.
How UTM parameters work
What UTM parameters are
UTM parameters are labels you append to a URL after the question mark. They do not change the page itself; they simply mark which route a visit arrived through.
When a visitor opens the link, the parameters you added are recorded as-is by the analytics tool. The tool reads these values and groups visits and conversions by their traffic source.
The roles of the five standard parameters
The three you will use most are utm_source (the referrer), utm_medium (the type of channel), and utm_campaign (the effort). For a summer campaign sent by newsletter, for example, you might set source=newsletter, medium=email, and campaign=summer_sale.
The remaining utm_term holds a paid-search keyword, and utm_content separates variations within the same effort, such as a button versus a text link. They are optional but useful when you want a finer breakdown.
Consistent naming and how short URLs fit in
Parameter values are case sensitive. Email and email are counted as separate sources, so decide on a naming rule in advance, such as lowercase with hyphens or underscores, to keep your reports clean.
Even after you convert the link to a short URL, it redirects to the original URL with the parameters intact. No tracking information is lost, so the original values still reach your analytics tool when you hand out the shorter link.
Frequently asked questions
Which parameters should I set?
Setting source (utm_source), medium (utm_medium), and campaign (utm_campaign) is the common practice. Term (utm_term) is for paid search keywords, and content (utm_content) is for distinguishing multiple placements or creatives within the same campaign.
Do UTM parameters change what the destination page shows?
Usually not. UTM parameters are markers for analytics, and most sites simply ignore them and display the page as usual.
Will tracking still work if I shorten the generated URL?
Yes. Opening the short URL redirects to the original URL with its UTM parameters intact, so they reach your analytics tool as they are.
Can I use spaces or non-English characters in the values?
You can, but characters that are not allowed in a URL are automatically percent-encoded, which makes the link longer. For readability and to avoid mistakes, it is best to use lowercase letters and digits with hyphens or underscores as separators.
Why does my analytics tool count one campaign as several?
It is usually caused by inconsistent spelling. Twitter and twitter, or a trailing space, are treated as different values in utm_source. Share a naming rule with your team and always write the values the same way to avoid this.
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