UTM Campaign URL Builder

Build properly tagged campaign URLs so your traffic is attributed correctly in Google Analytics. Fill in the parameters and copy the finished link.

Runs entirely in your browser — nothing is uploaded

Destination URL *

Campaign source *

Where the traffic comes from — google, newsletter, facebook

Campaign medium *

How it reaches them — email, cpc, social, referral

Campaign name *

Which effort this belongs to

Campaign term

Optional — the paid keyword

Campaign content

Optional — distinguishes two links in the same email or ad

Force lowercaseAnalytics treats Email and email as two different mediums — keeping everything lowercase avoids split reports

Your campaign URL

Enter a destination URL to build your tagged link

How to use this tool

Enter the destination URL — the page people should land on.
Fill in source, medium and campaign. These three are the ones that matter most.
Add term and content only if you need them.
Copy the tagged URL and use it in your campaign.

What is UTM Builder?

UTM parameters are tags added to the end of a URL that tell your analytics where a visit came from. Without them, a click from an email newsletter often lands in "direct" traffic, and you lose the ability to say which channel actually worked.

The three that matter are source (where — newsletter, facebook), medium (how — email, cpc, social) and campaign (which effort — spring-sale). Term and content are optional refinements for paid search and A/B testing.

Best practices

Use lowercase everywhere. Analytics treats Email and email as two different mediums.
Pick a naming convention and write it down, so a team of three does not create three spellings of "newsletter".
Never put UTM parameters on internal links — you overwrite the original attribution and lose the real source.
Keep campaign names descriptive and dated where relevant: "spring-sale-2026" beats "sale2".
Do not put anything personal in a UTM parameter — these end up in analytics reports and shared links.

Frequently asked questions

Which UTM parameters are required?

Google Analytics needs utm_source at minimum, but source, medium and campaign together are what make a report readable. Term and content are optional.

Do UTM parameters hurt SEO?

Not on external campaign links, which is what they are for. They can cause duplicate-content and crawl issues if used on internal links or if tagged URLs end up in your sitemap — so keep them out of both.

Why is my email traffic showing as direct?

Usually because the link was untagged. Some email clients also strip referrer information, so without UTM parameters analytics has nothing to attribute the visit to.