UTM Builder

UTM parameters are five tags you append to a URL to track marketing campaign performance in Google Analytics. The three required ones are utm_source (where traffic comes from — google, newsletter, facebook), utm_medium (the channel — cpc, email, social, organic), and utm_campaign (the campaign name — spring_launch_2026, black_friday). The two optional ones are utm_term (paid keywords) and utm_content (A/B variants or button location). UTM stands for Urchin Tracking Module — Urchin was the analytics product Google acquired in 2005 to build Google Analytics.

Yes — they can cause duplicate-content issues if not handled correctly. Google treats URLs with different UTM parameters as different pages, so yoursite.com/page and yoursite.com/page?utm_source=newsletter look like two different URLs to crawlers. The fix is to add a canonical link tag on every UTM-tagged URL pointing back to the clean version. Most CMSes (WordPress with Yoast, Webflow, Ghost) do this automatically when the canonical is set, but it's worth verifying in your Search Console URL Inspection tool.

Lowercase, hyphen-separated, no spaces. Google Analytics is case-sensitive — utm_source=Newsletter and utm_source=newsletter show up as two different sources in your reports, which is a fast way to wreck your attribution data. Stick with all-lowercase source and medium values, and use snake_case or hyphens for campaign names with multiple words (spring_launch_2026 or spring-launch-2026). Reserve underscores for spaces within a single concept, not word separators.

Source is the specific referrer (google, facebook, newsletter), medium is the channel category (cpc, email, social, organic). The same source can appear across multiple mediums: 'google' as a source appears in 'cpc' (paid), 'organic' (SEO), and 'display' (banner ads) mediums. GA4 reports by both, and the source/medium combination is the default attribution grouping in the Traffic Acquisition report. The standard reference is the Google Analytics campaign tagging guide, which defines the medium values Google itself uses.

Yes on both. Completely free, no signup, no per-build limit. 100% private — every parameter is composed in your browser. Your URL, campaign names, and UTM values are never sent to our servers, never logged, never used to train any AI. Open DevTools → Network while you use it: zero outbound requests carry your data.