UTM Link Builder
Add UTM parameters to a URL so your analytics tool can tell you exactly which campaign, source, and medium sent each visitor.
What each parameter means
- utm_source — where the traffic comes from (e.g. "newsletter", "facebook", "google")
- utm_medium — the marketing medium (e.g. "email", "cpc" for paid ads, "social")
- utm_campaign — the specific campaign name, useful for grouping related links together
- utm_term — typically used for paid search keyword tracking
- utm_content — differentiates similar links or ads, useful for A/B testing which version performed better
Why this matters
Without UTM parameters, analytics tools often lump all traffic from a domain (like all of Facebook) together, or miss the referrer entirely for things like email clients and some apps. Consistent UTM tagging lets you see, campaign by campaign, exactly which specific link or post drove traffic and conversions.
Frequently asked questions
What are UTM parameters used for?
They're extra pieces of information added to a URL's query string that analytics tools (like Google Analytics) read to attribute a visit to a specific campaign, source, and medium — letting you see exactly which marketing effort drove each visitor, rather than just "traffic from Facebook" generically.
Do UTM parameters affect my page or SEO?
No — they're purely for analytics tracking and don't change how the page looks or functions, and search engines generally treat a URL with UTM parameters as the same page as the canonical version (especially if you use a canonical tag).
Should utm_source and utm_medium be consistent across my campaigns?
Yes — using consistent naming (like always "newsletter" not sometimes "Newsletter" or "news_letter") is important, since analytics tools treat these as exact-match text values; inconsistent capitalization or naming splits your data into separate, harder-to-analyze buckets.
What's the difference between utm_term and utm_content?
utm_term is traditionally used for the specific keyword in a paid search campaign, while utm_content differentiates otherwise-identical links — commonly used to A/B test two versions of an ad or email that point to the same destination.