UTM Builder
Build a campaign tracking URL with correctly formatted UTM parameters — so your traffic sources show up clearly in Google Analytics.
Where the traffic is coming from.
The marketing medium — social, email, paid search, etc.
The specific campaign or promotion name.
Used for paid search keywords.
Used to differentiate similar content or links within the same ad.
What are UTM parameters?
UTM parameters are small tags added to the end of a URL that tell Google Analytics (and similar tools) exactly where a visit came from — which campaign, which platform, which specific link. Without them, traffic from a social post or newsletter often just shows up as generic "referral" traffic, making it hard to tell what's actually working.
Tips for consistent UTM tracking
- ✓Stay consistent with casing. "Facebook" and "facebook" are treated as different sources in most analytics tools — pick lowercase and stick to it.
- ✓Use hyphens, not spaces. Spaces get encoded as "+" or "%20" in the URL, which looks messy. Use hyphens instead.
- ✓Keep a record. Track which campaign names you've used already, so you don't end up with inconsistent naming across a project.
Frequently asked questions
Do UTM parameters affect my SEO or rankings?
No — they're purely for analytics tracking and don't affect how search engines rank your page.
Should I use UTM links on my own website's internal links?
Generally no — UTM parameters are for tracking traffic arriving from external sources like ads, emails or social posts, not for navigation within your own site.