UTM Link Builder
Build Google Analytics campaign URLs with UTM parameters — instantly.
100% in your browser — nothing uploadedBuild UTM tracking links for Google Analytics campaigns
What UTM parameters are and why every campaign link needs them
UTM parameters are tags you append to a URL so Google Analytics can tell where your traffic came from. Without them, a click from your newsletter, a social media post, and a paid ad all show up as generic "direct" or "referral" traffic — indistinguishable. With them, every link carries its own label: source (google, newsletter, linkedin), medium (cpc, email, social), and campaign name (spring_sale, product_launch). Analytics then groups all clicks by those labels, so you know exactly which campaign drove which conversions.
This tool builds the tagged URL for you. Enter the page URL, fill in the required parameters (source and medium), add optional ones if you want (campaign name, term, content), and the full URL updates live as you type. Copy it and use it in your email, ad, or social post. The URL follows Google's official specification, with all values properly URL-encoded.
The five UTM parameters each serve a different purpose: utm_source identifies who sent the traffic (google, facebook, mailchimp), utm_medium identifies the marketing channel (cpc, email, social, banner), utm_campaign names the specific promotion (black_friday_2026, weekly_digest), utm_term captures paid search keywords, and utm_content differentiates between links in the same campaign (header_cta vs footer_link). Source and medium are required by convention; the rest are optional but recommended.
Your URLs are built entirely in your browser. Nothing is sent to a server, and no links are stored or tracked. That means you can safely build tracking links for client campaigns, internal projects, or any URL containing sensitive path information without worrying about a third party logging it.
UTM parameter reference — what each one does
| Parameter | Required? | Purpose | Example values |
|---|---|---|---|
| utm_source | Yes | Who sent the traffic | google, newsletter, linkedin, twitter |
| utm_medium | Yes | The marketing channel | cpc, email, social, banner, referral |
| utm_campaign | Recommended | The specific promotion or campaign | spring_sale, weekly_digest, product_launch |
| utm_term | Optional | Paid search keywords | running+shoes, best+crm |
| utm_content | Optional | Differentiates links in the same campaign | header_cta, sidebar_banner, footer_link |
Use lowercase and underscores in parameter values. Google Analytics treats "Email" and "email" as different mediums, so pick a convention and stick to it. Dashes and underscores both work, but underscores are more common in UTM practice.
Reference tables
FAQ
What are the required UTM parameters?
Technically none are enforced by Google Analytics — but utm_source and utm_medium are required by convention. Without them, Analytics cannot properly classify the traffic. This tool requires at least a URL, source, and medium before generating a link.
Does this tool track my URLs?
No. The URL is built entirely in your browser with JavaScript. Nothing is sent to any server, and no links are stored.
Can I use UTM parameters with any analytics platform?
UTM parameters are a Google Analytics convention, but many other analytics platforms (Matomo, Plausible, Mixpanel) also recognize them. The format is a de facto standard for campaign tracking across the web.