Tool

UTM Builder

Fill in the fields and your UTM link appears instantly. Common sources like Google Ads and Facebook can be loaded in one click.

Traffic source

Medium type

Campaign name

Search keyword

Ad variant

Enter a URL, source, and medium to generate your UTM link

What Are UTM Parameters?

UTM parameters are tags you add to the end of a URL so Google Analytics can tell where your traffic came from. Without them, visits from your email campaigns, social posts, and paid ads all show up as "direct" or "(none)" in your reports — which tells you nothing about what's actually working.

The Five UTM Parameters

Parameter Purpose Example
utm_source Where the traffic comes from google, facebook, newsletter
utm_medium The marketing medium cpc, social, email
utm_campaign The specific campaign spring_sale, product_launch
utm_term Paid search keyword running+shoes
utm_content Differentiate ad variations banner_a, cta_red

Naming Conventions

  • Use lowercase everything. GA treats "Facebook" and "facebook" as two different sources
  • Replace spaces with underscores _ or hyphens - to avoid ugly %20 in URLs
  • Agree on naming conventions with your team — three people using three different source names makes your reports useless
  • At minimum, always include utm_source and utm_medium. The other three are optional