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UTM Link
Builder
Easily generate custom campaign URLs to track your marketing performance. Add UTM parameters to your links to see exactly where your traffic and conversions are coming from in Google Analytics.
Why use UTMs? When users click a link with UTM parameters, Google Analytics extracts that data, allowing you to trace traffic back to a specific email, social post, or ad variation.
Mastering UTM Parameters
UTM (Urchin Tracking Module) codes are snippets of text added to the end of a URL to help you track where website traffic comes from. Here is how to use them effectively.
The Required Parameters
1. Campaign Source (utm_source)
Identifies the advertiser, site, or publication that is sending traffic to your property.
Examples: google, facebook, newsletter
2. Campaign Medium (utm_medium)
The advertising or marketing medium (how the traffic got to you).
Examples: cpc (cost-per-click), email, social
3. Campaign Name (utm_campaign)
The specific product promotion, slogan, or strategic campaign you are running.
Examples: spring_sale, retargeting_v2
The Optional Parameters
4. Campaign Term (utm_term)
Used primarily for paid search to identify the exact keywords that triggered the ad click.
Examples: running+shoes, web+design+agency
5. Campaign Content (utm_content)
Used for A/B testing and content-targeted ads to differentiate ads or links that point to the same URL.
Examples: logolink (vs text link), green_button
Pro Tip: Keep your UTMs lowercase and use underscores (_) or dashes (-) instead of spaces to ensure data remains perfectly uniform in Google Analytics.
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Frequently Asked Questions
Do UTM parameters affect my SEO rankings?
No, UTM parameters do not directly affect SEO. Search engines generally ignore them when indexing your page. However, it's best practice to set up canonical tags on your pages so Google knows the clean URL is the primary version.
Are UTM parameters case sensitive?
Yes! Google Analytics treats utm_source=Facebook and utm_source=facebook as two completely separate sources. We strongly recommend using lowercase letters for everything to keep your data clean and aggregated.
Can I use spaces in my UTM parameters?
You can, but they will be encoded as %20 or + in the URL, which looks messy. It is much better to use dashes (-) or underscores (_) to separate words (e.g., spring_sale instead of spring sale).
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