How to use the utm builder
- Paste the landing page URL, including https://.
- Pick a preset (newsletter, social, paid search) or type the source and medium yourself, then name the campaign.
- Add a term for paid search keywords or content to tell two links in the same campaign apart (optional).
- Copy the generated URL and use it in your email, post or ad.
Features
- Live URL generation with the three required UTM fields validated
- Presets for newsletter, organic social, paid search and paid social
- Optional lower-casing so reports don't split on capitalisation
- Choose %20 or + for spaces to match the tool that will read the link
- Existing query strings and #anchors on the URL are preserved; old utm_ values are replaced
What each UTM parameter means
UTM parameters are plain query-string keys that analytics tools read when a page loads. Google documents five:
- utm_source (required): who sent the traffic, e.g. google, newsletter, linkedin.
- utm_medium (required): the channel, e.g. email, cpc, social, referral, display.
- utm_campaign (required): the specific promotion or launch, e.g. spring_sale.
- utm_term: the paid keyword, mainly for search ads.
- utm_content: which link or creative, e.g. hero-button vs footer-link, useful for A/B tests.
Naming conventions that keep reports clean
Analytics groups by the exact string, so consistency matters more than any particular style. Most teams lower-case everything, avoid spaces, and keep a shared spreadsheet of campaign names. Use a stable set of medium values (email, cpc, social, referral) so Google Analytics can map them to its default channel groups.
Avoid tagging internal links with UTMs: clicking a tagged link on your own site starts a new attributed session and overwrites the real source.