Generate campaign tracking URLs with UTM parameters for Google Analytics
Quick Presets
Required. Identifies the traffic source.
Required. Identifies the marketing medium.
Required. Identifies the specific campaign.
Optional. Used for paid search keywords.
Optional. Used to differentiate similar content or links.
Validation
β οΈWebsite URL is required
β οΈutm_source is required
β οΈutm_medium is required
β οΈutm_campaign is required
Recent History
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UTM Parameters: Rules That Keep Your Data Clean
What UTMs are
Five standard URL parameters (`utm_source`, `utm_medium`, `utm_campaign`, `utm_term`, `utm_content`) that Google Analytics uses to classify where traffic came from.
Three rules prevent 90% of messy data
1. Consistent casing: GA is case-sensitive β `Facebook` and `facebook` become separate sources. Lowercase everything.
2. Fixed vocabulary: source answers 'where from' (google, instagram, newsletter); medium answers 'what kind' (cpc, social, email). Keep the roles fixed, ideally in a shared team naming doc.
3. Never on internal links: tagging links within your own site resets sessions and overwrites the true origin. UTMs are for external β your-site traffic only.
Tip: log every campaign's UTM combination in a spreadsheet β future-you will need it to interpret the data months later.
Frequently Asked Questions
UTM (Urchin Tracking Module) parameters are tags added to URLs that help analytics tools like Google Analytics track where your traffic comes from. There are five UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
While technically all UTM parameters are optional at the URL level, Google recommends always using utm_source, utm_medium, and utm_campaign together. These three provide the minimum data needed for meaningful campaign tracking in Google Analytics.
GA4 automatically reads UTM parameters from incoming URLs and attributes traffic accordingly. UTM-tagged URLs populate the Session source, Session medium, and Session campaign dimensions in GA4 reports, enabling you to analyze campaign performance.
utm_source identifies the specific platform or website sending traffic (e.g., 'google', 'facebook', 'newsletter'). utm_medium identifies the type of marketing channel (e.g., 'cpc', 'social', 'email'). Together they answer 'where from?' and 'how?'.
Use lowercase consistently, use underscores instead of spaces, be descriptive but concise, maintain a naming convention document, avoid using UTM parameters on internal links, and always include the three required parameters (source, medium, campaign).
No. Using UTM parameters on internal links (links within your own website) will override the original traffic source in Google Analytics and create inaccurate attribution data. Use event tracking or custom dimensions for internal campaign tracking instead.
Common mistakes include: inconsistent capitalization (Google vs google), using spaces instead of underscores, adding UTM parameters to internal links, not documenting naming conventions, using overly complex or vague parameter values, and forgetting required parameters.
For email campaigns, set utm_source to your email provider or list name (e.g., 'mailchimp'), utm_medium to 'email', and utm_campaign to the specific email campaign name (e.g., 'march_newsletter'). Use utm_content to differentiate links within the same email.
Yes! Use the preset buttons for common social platforms like Facebook, Instagram, Twitter/X, and LinkedIn. Each preset pre-fills the appropriate source and medium values. Then add your campaign name and any additional parameters.
Bulk UTM building lets you generate multiple tagged URLs at once with different parameter combinations. This is useful when launching campaigns across multiple channels simultaneously, or when you need to create many variations for A/B testing different ads or placements.
1) Enter your destination URL. 2) Fill in utm_source (e.g., 'facebook'), utm_medium (e.g., 'social'), and utm_campaign (e.g., 'spring_sale_2026'). 3) Optionally add utm_term and utm_content. 4) Copy the generated URL and use it in your marketing materials. The UTM builder automatically encodes special characters and validates your parameters.
Always use lowercase (never mix 'Facebook' and 'facebook'). Use underscores for spaces (spring_sale, not spring sale). Keep values short but descriptive. Document your conventions in a shared spreadsheet. Common source values: google, facebook, instagram, linkedin, twitter, email, newsletter. Common medium values: cpc, social, email, organic, referral, display.
Yes! After building your UTM URL, click 'Generate QR Code' to create a scannable QR code that links to your tagged URL. Download the QR as a PNG image for print materials, presentations, or physical marketing. The QR code preserves all UTM parameters so offline-to-online campaigns are tracked correctly in Google Analytics.