UTM Link Builder

What the parameters mean

• utm_source — where it came from: google, newsletter, instagram.
• utm_medium — the type of traffic: cpc, email, social.
• utm_campaign — which campaign: diwali-2026, launch.
• utm_term — the paid keyword, for search campaigns.
• utm_content — which creative, when you are testing two versions.

Be consistent or it is worthless

Analytics treats Google, google and GOOGLE as three different sources. So one campaign quietly becomes three rows in a report and every number is wrong.

Pick a convention and hold to it: lowercase everything, hyphens rather than spaces, and a short written list of the source and medium values you allow. It sounds like bureaucracy until the first month you try to report on a campaign that was tagged four different ways.

Where not to use UTM links

Only on links pointing at your own site from outside it. Tagging internal links overwrites the original source — a visitor who arrived from Google and then clicks a tagged internal link gets re-attributed, and you lose the real acquisition data.

Frequently Asked Questions

Other free tools