UTM Builder
Free UTM builder for campaign URLs. Three required parameters (utm_source, utm_medium, utm_campaign) plus optional utm_content and utm_term. Live validation and one-click copy. Works with Google Analytics 4. 100% private, runs in your browser.
How it works
A short, focused workflow — input, run, read the result.
Paste your page URL
Drop the destination URL at the top. We'll add https:// if you forget. The base URL stays editable in case you need to switch pages.
Fill the three required parameters
Source (where traffic comes from), medium (the marketing channel), and campaign (the campaign name). Use the suggestion chips for common values or type your own.
Add utm_term and utm_content for paid traffic and A/B tests
utm_term is for paid keywords, utm_content is for distinguishing button placement or creative variants. Both are optional.
Copy the final URL and use it everywhere
Click Copy, then paste the UTM-tagged URL into your email, ad, social post, or QR code. GA4 will start attributing traffic to the campaign within a few hours.
What are UTM parameters, and why does every marketer need a consistent tagging convention?
UTM parameters are five tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that you append to a URL to track marketing campaign performance in Google Analytics. UTM stands for Urchin Tracking Module, named after the analytics product Google acquired in 2005 to build Google Analytics. Get the tags wrong and your attribution data is junk.
What this UTM builder does
Every parameter and every guard rail for clean GA4 attribution.
- utm_source — the specific referrer (google, facebook, newsletter, producthunt). Required and case-sensitive in GA4.
- utm_medium — the channel category (cpc, email, social, organic, referral). Required and case-sensitive in GA4.
- utm_campaign — the campaign name (spring_launch_2026, black_friday). Required, use lowercase and hyphens or underscores.
- utm_term — optional tag for paid keywords, usually populated from Google Ads auto-tagging rather than manually.
- utm_content — optional tag for distinguishing creative variants, button placement, or A/B test cells.
- URL encoding — percent-encodes special characters in your values so the URL parses correctly in every analytics tool.
- Live preview — renders the full tagged URL as you type, with a one-click copy button for the final link.
- Naming convention alerts — flags uppercase letters, spaces, and unsafe characters that would split your source or medium into duplicates.
Who uses this UTM builder
Anyone who runs paid, email, or social campaigns and needs attribution that actually reconciles.
You're launching a 6-channel spring campaign and need consistent UTMs across email, social, paid, and partner placements.
Build every URL with the same campaign name, copy them out, and watch the data roll into one clean report.
You're running 30 Google Ads variations and need utm_content tags to separate headline A/B test cells.
Tag every variation with a unique utm_content, copy the URLs, and attribute conversions to the winning creative.
You're sending a 5-email nurture sequence and need to know which email drove the most landing page conversions.
Tag each email's links with a distinct utm_content, and read the per-email performance in GA4.
You manage paid media for 12 clients and need a consistent UTM convention so the agency dashboard stays clean.
Standardize source, medium, and campaign naming across all 12 accounts with the same builder.
You publish 4 posts a week and promote each one across 3 social channels; you need to know which channel converts.
Tag every share URL with the right source and medium, and read the per-channel CTR in the GA4 report.
You're running a Product Hunt launch and need to attribute signups to the launch day traffic in GA4.
Build a single tagged URL, share it everywhere, and watch the launch traffic land in one report row.
Related glossary terms
Want a deeper dive? These glossary entries explain the concepts behind this tool.
Frequently Asked
Questions
Everything you need to know about 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.
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