What is a UTM parameter?

UTM (Urchin Tracking Module) parameters are query strings appended to URLs — utm_source, utm_medium, utm_campaign, and a few optional ones — that analytics tools read to attribute traffic. The name dates back to Urchin, the company Google bought to build Google Analytics in 2005. The convention has outlived Urchin and is now the de facto standard, supported by every major analytics platform.

Which UTM fields are required vs optional?

There is no formal spec, but the practical rule is: utm_source, utm_medium, and utm_campaign should always be set; utm_term, utm_content, and utm_id are optional. Google Analytics will accept partial UTM data, but reports get noisy if campaigns mix tagged and untagged links from the same channel.

Are UTM tags case-sensitive?

Yes — Google Analytics treats 'Facebook' and 'facebook' as different sources. Stick to lowercase to avoid duplicate rows in reports. Use hyphens or underscores instead of spaces; spaces become %20 in the URL but display as separate tokens in some dashboards.

Will UTM parameters hurt my SEO?

No, search engines ignore tracking parameters and Google specifically uses canonical tags to consolidate duplicate URLs. The one caveat: don't put UTM-tagged links in your sitemap, internal navigation, or external backlinks meant for SEO — UTMs are for inbound campaign traffic, not for permanent links between pages.

Is my data sent anywhere when I build a UTM URL here?

No. URL construction happens entirely in JavaScript in your browser — open DevTools and check the Network tab while you type. Nothing is logged or transmitted. The output URL is yours alone until you choose to share it.

UTM-Builder

Erstelle nachverfolgbare Kampagnen-URLs mit utm_source, utm_medium, utm_campaign und mehr — vollständig clientseitig.

Kanal-Voreinstellungen

Erforderlich

Ziel-URL *

Die Seite, auf der Nutzer landen sollen. Bestehende Query-Parameter bleiben erhalten.

Quelle (utm_source) *

Woher der Traffic kommt — z. B. google, newsletter, twitter.

Medium (utm_medium) *

Der Marketingkanal — cpc, social, email, referral.

Kampagne (utm_campaign) *

Name der Kampagne oder Aktion — z. B. spring_sale.

Optional

Begriff (utm_term)

Inhalt (utm_content)

Kampagnen-ID (utm_id)

Markierte URL

Quelle, Medium und Kampagne werden für eine korrekte Zuordnung empfohlen.

UTM-Parameter werden an URLs angehängt, damit Analysetools (Google Analytics, Plausible, Adobe Analytics) eingehende Besucher einem bestimmten Kanal und einer bestimmten Kampagne zuordnen können. Verwende Kleinbuchstaben mit Bindestrichen oder Unterstrichen und bleibe über alle Kampagnen hinweg konsistent.

Anleitung

Erstelle nachverfolgbare Kampagnen-URLs mit utm_source, utm_medium, utm_campaign und mehr — vollständig clientseitig.

1Paste your destination URL — the page users will land on after clicking the link.
2Pick a channel preset (Google Ads, Newsletter, etc.) or fill source / medium / campaign manually.
3Optionally add term, content, or campaign ID for finer-grained reporting.
4The tagged URL appears below in real time — copy it and use it in your ad, post, or email.
5Click 'Reset' to start a fresh campaign URL.

Funktionen

Channel presets — one click to set source/medium for Google Ads, Facebook, Twitter, LinkedIn, newsletter, partner
Preserves existing query parameters — paste a URL with ?ref=foo and your UTM tags merge in cleanly
Validates URL syntax — invalid URLs flag a clear error instead of producing broken output
Supports the full UTM spec — utm_source, _medium, _campaign, _term, _content, and the newer _id field
100% client-side — no analytics, no logging, no third-party requests

Häufig gestellte Fragen

Mehr erfahren

UTM Tagging in 2026 — A Practical Field Guide for Marketers and Devs