UTM Link Builder

UTM parameters are tags you add to a URL's query string — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — that tell analytics tools like Google Analytics where your traffic came from and which campaign drove it.

Source, medium, and campaign are the minimum Google Analytics 4 needs to attribute a session correctly. Term and content are optional — term is typically used for paid search keywords, and content to distinguish between two links or ad variants pointing to the same page.

utm_source is where the traffic comes from, e.g. google, newsletter, or linkedin. utm_medium is the marketing channel type, e.g. cpc, email, or social. Together they answer both "who sent this visitor" and "how."

Yes. UTM parameters are case-sensitive, so google and Google are tracked as two different sources in your reports. Pick a casing convention — lowercase with hyphens is the safest default — and stick to it across every link you build.

No. They're read by analytics scripts on page load and don't change how the page renders. Just make sure canonical tags on the destination page don't include the UTM query string, so search engines don't index multiple URL variants.