UTM Builder — Create Campaign Tracking URLs

This free UTM builder creates tagged campaign URLs so analytics tools can attribute your traffic correctly. It assembles the five UTM parameters — utm_source, utm_medium, and utm_campaign are required, with utm_term and utm_content optional — into a clean tracking link. Consistency matters: analytics treats Email and email as different mediums, so stick to a lowercase, no-spaces convention. Only tag inbound links from external sources, never internal links between your own pages. The URL is built entirely in your browser, with nothing uploaded.

Fill in URL, source, medium and campaign name to generate your link.

What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags appended to a URL that tell Google Analytics exactly where a visitor came from. They were developed by Urchin Software, which Google acquired in 2005, and are now the universal standard for campaign tracking across all analytics platforms.

There are five parameters: utm_source identifies the traffic source (google, newsletter, twitter), utm_medium identifies the channel type (cpc, email, social, organic), utm_campaign names the specific campaign (spring-sale, product-launch), utm_term captures the paid keyword for search ads, and utm_content differentiates ad variants or links (useful for A/B testing). The first three are required; the last two are optional. Without UTM tags, Google Analytics lumps most campaign traffic into "direct" or misattributes it, making ROI measurement impossible. Always use lowercase and hyphens (not spaces or underscores) in UTM values for consistent reporting.

Related tools

Slug generator → OG tag generator → URL encoder →

The five UTM parameters

UTM tags are query-string parameters you append to a link so analytics tools can attribute the traffic. Three are required for clean reporting — utm_source (where it came from, e.g. newsletter), utm_medium (the channel, e.g. email) and utm_campaign (the initiative, e.g. spring_sale) — plus two optional ones, utm_term for paid keywords and utm_content to A/B-test variants of the same link.

Consistency is everything

Analytics treats Email, email and e-mail as three different mediums, fragmenting your reports. Agree on a lowercase, no-spaces convention and stick to it — a shared naming spreadsheet prevents the messy, unmergeable campaign data that plagues most accounts. Use hyphens or underscores instead of spaces, which get encoded as %20 and look broken.

Where not to use them

Only tag inbound links from external sources. Never put UTM tags on internal links between your own pages — they overwrite the original campaign attribution, making it look as if visitors came from nowhere. Keep tagged links out of your sitemap and canonical tags too.

⚠️ Common Mistakes to Avoid

Frequently asked questions

What are UTM parameters?

Five tags (source, medium, campaign, term, content) that you add to a URL to track where traffic is coming from.

Which UTM tags are required?

Usually, Source, Medium, and Campaign name are considered the minimum required for effective tracking.

Reviewed by the ToolsmithPro editorial team · Last updated June 2026. Every calculation and conversion runs entirely in your browser — your inputs are never uploaded, stored or shared. Formulas and methodology are documented on our about page; spot an error? tell us and we'll fix it.