UTM Tracking Code Builder

Add campaign parameters to URLs for Google Analytics tracking.

Builder

The full URL of the page (including https://) where traffic is being sent.
The website/platform the visitor is coming from (ex: facebook, mailchimp).
The type of marketing channel (ex: cpc, email, affiliate, social).
The name of the campaign or product description.
Used to identify paid keywords.
Used to differentiate links (e.g. for A/B testing).

Your campaign generated URL

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Reference

UTM Tracking Guide

Use the shared guidance below to understand each UTM field and keep your campaign naming consistent.

The following table explains each campaign parameter and shows the type of value it usually contains.

ParameterDescription and example
Campaign Source
utm_source

Required

Use utm_source to identify the sending platform, website, publication, or partner.

Example: google
Campaign Medium
utm_medium

Use utm_medium to identify the marketing channel or distribution method.

Example: cpc
Campaign Name
utm_campaign

Use utm_campaign to group traffic under a promotion, launch, audience push, or reporting theme.

Example: spring_sale
Campaign Term
utm_term

Use utm_term mainly for paid search keywords or audience descriptors when needed.

Example: running+shoes
Campaign Content
utm_content

Use utm_content to distinguish links, creatives, placements, or A/B variants pointing to the same destination.

Example: hero_button

Consistent naming matters more than perfect terminology. Pick a simple convention and apply it everywhere.

  • Prefer lowercase values to keep reports clean.
  • Use hyphens or underscores instead of spaces.
  • Keep utm_source and utm_medium stable across campaigns so channel reporting stays readable.
  • Use utm_campaign for the reporting group, and utm_content for the creative or placement variation.
  • Document your naming rules internally if more than one person builds campaign links.

A simple convention such as utm_source=newsletter, utm_medium=email, utm_campaign=summer_launch, and utm_content=cta_button is usually easier to maintain than highly customised naming.

Helpful answers

UTM Builder FAQs

Useful answers about how UTM tagging works and how to keep campaign data tidy.

UTM parameters are query-string tags added to a URL so analytics platforms can attribute visits to a source, medium, campaign, and optional variation.

They are commonly used for email, paid media, partnerships, social posts, and any other traffic source you want to measure consistently.

At minimum, you should provide a valid destination URL and a clear `utm_source` value.

In practice, `utm_medium` and `utm_campaign` are also worth using on most links because they make reporting far more useful.

It is better to avoid them. Mixed casing and inconsistent separators usually fragment reporting into multiple near-duplicate entries.

A lowercase naming convention with hyphens or underscores is easier to keep consistent across teams and campaigns.

`utm_term` is most often used for paid search keywords or audience descriptors.

`utm_content` is useful when you need to tell similar links apart, such as two buttons in the same email or two ad creatives pointing to the same page.

Usually no. Internal UTM tagging can overwrite the original acquisition source and distort session attribution in analytics.

UTM parameters are generally best reserved for inbound campaign links rather than navigation within your own site.