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

Build trackable campaign URLs with utm_source, utm_medium, utm_campaign and more — fully client-side.

Channel Presets

Required

Destination URL *

The page you want users to land on. Existing query parameters are preserved.

Source (utm_source) *

Where the traffic comes from — e.g. google, newsletter, twitter.

Medium (utm_medium) *

The marketing channel — cpc, social, email, referral.

Campaign (utm_campaign) *

The campaign or promo name — e.g. spring_sale.

Optional

Term (utm_term)

Content (utm_content)

Campaign ID (utm_id)

Tagged URL

Source, medium, and campaign are recommended for proper attribution.

UTM parameters are appended to URLs so analytics tools (Google Analytics, Plausible, Adobe Analytics) can attribute incoming visitors to a specific channel and campaign. Use lowercase, hyphen-or-underscore-separated values, and stay consistent across campaigns.

How to Use

Build trackable campaign URLs with utm_source, utm_medium, utm_campaign and more — fully client-side.

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.

Key Features

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

Frequently Asked Questions

Learn More

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