✳ Free tool
Free UTM link builder.
Tracking links, minus the typos.
Fill in the fields, copy the link. Lowercase and trimmed automatically so your analytics don't split one campaign into five.
Your tracking link appears here as you type.
The five UTM parameters, in one minute
- utm_source — where the click happens:
google,newsletter,linkedin. - utm_medium — the channel type:
cpc,email,social,referral. - utm_campaign — the effort it belongs to:
spring_launch,black_friday_2026. - utm_term — optional; the paid keyword you bid on.
- utm_content — optional; which variant was clicked:
logolinkvstextlink.
Naming conventions that save your reports
Analytics tools treat Email, email and E-mail as three different channels — which is how one campaign turns into five rows of garbage. This builder lowercases everything and converts spaces to underscores automatically. Beyond that: agree on a short list of allowed sources and mediums with your team, put the year in campaign names, and keep a shared sheet of every link you create.
Questions we hear a lot
What are UTM parameters?
UTM parameters are short tags added to a URL (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell your analytics tool exactly where a visitor came from. They were introduced by Urchin Tracking Module — the ancestor of Google Analytics — and every major analytics platform reads them.
What's the difference between source and medium?
Source is the specific place the click happened (google, newsletter, linkedin). Medium is the type of channel (cpc, email, social). A paid Google ad is source=google, medium=cpc; a link in your newsletter is source=newsletter, medium=email.
Should I use UTM links on my own website?
No — never link internally with UTMs. They restart the visitor's session and overwrite the real traffic source, so your analytics will say people came from 'homepage_banner' instead of the ad that actually brought them.
Do UTM parameters affect SEO?
Not when used correctly on inbound campaign links. To be safe, make sure your pages declare a canonical URL (without parameters) so search engines don't index the tagged duplicates.
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