UTM link builder
Build a tracking link your analytics will group correctly.
- Runs in your browser — your text is never sent anywhere
- No sign-up, no quotas, free to use as often as you like
How it works
UTM parameters tell analytics where a visitor came from. They are simple to add and remarkably easy to get subtly wrong, and the damage shows up weeks later as a report split across a dozen near-identical entries.
The three that matter
Source is where the link lives (newsletter, google, twitter). Medium is the kind of channel (email, cpc, social). Campaign is what it belongs to. Analytics tools group by all three, so a link missing one lands in an awkward bucket rather than being ignored.
Why values are lowercased
Analytics treats Email and email as two different mediums. That single inconsistency is the commonest cause of a report showing the same channel three times, so values are lowercased and spaces become underscores automatically.
Term and content
Term records the paid keyword and is only relevant to search advertising. Content distinguishes two links to the same place in the same campaign — the header button against the footer one, for example. Both are optional and most links do not need them.
They are public
Everything you put in a UTM is visible in the address bar, in shared links, and in any analytics anyone else can see. Never encode anything about an individual recipient in them.
UTM link builder — questions
Which parameters are required?
Source, medium and campaign in practice, or your reports fragment.
Why are my values lowercased?
Because analytics treats Email and email as different values, which splits reports.
Do I need term and content?
Rarely. Term is for paid search keywords; content distinguishes two links to the same destination.
Are UTMs private?
No. They are visible in the URL to anyone who sees or shares the link.