UTM Link Builder
Generate custom campaign parameters for your URLs. Easily build UTM tracking links for Google Analytics.
Advertisement
Advertisement
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs that tell Google Analytics where website visitors came from. They're essential for measuring which marketing campaigns actually drive traffic and conversions, rather than relying on "direct" traffic guesswork.
The 5 UTM Parameters
- utm_source (required): Where the traffic comes from — e.g., google, newsletter, facebook
- utm_medium (required): The marketing channel — e.g., cpc, email, social, banner
- utm_campaign (required): The specific campaign name — e.g., spring_sale, product_launch
- utm_term (optional): Paid search keyword — e.g., running+shoes
- utm_content (optional): Differentiates A/B test versions or ad content — e.g., logolink, textlink
UTM Naming Best Practices
- Use lowercase consistently — utm_source=Google and utm_source=google are treated as different sources in GA4
- Use underscores or hyphens, not spaces (spaces become %20 in URLs)
- Be consistent — document your naming conventions in a UTM taxonomy sheet
- Short, descriptive names are easier to analyze in reports
Do UTM parameters affect SEO?
UTM parameters themselves don't directly affect search rankings. However, if people share UTM-tagged URLs and those URLs get indexed, you could end up with duplicate content issues. Prevent this by adding UTM parameter URLs to Google Search Console's URL parameter settings or using canonical tags. Internal site links should never use UTM parameters — they interfere with accurate attribution data.
How do I view UTM data in Google Analytics?
In GA4: Reports → Acquisition → Traffic Acquisition. The "Session source/medium" dimension shows your UTM source and medium combinations. For campaign data: Acquisition → Campaigns → All Campaigns. UTM data typically appears within 24–48 hours of the first tagged link click.