UTM Builder
Add UTM tags to a URL so you can track the campaign in your analytics.
What each parameter is for
UTM parameters are tags appended to a URL that your analytics reads in order to attribute the visit. Source is where the traffic came from, medium is the kind of traffic, and campaign is the initiative it belongs to. Term and content are optional: term carries a paid keyword, and content separates two links in the same email or ad so you can tell which one was clicked.
https://example.com/page?utm_source=newsletter&utm_medium=email&utm_campaign=launch
The five parameters
| Parameter | What goes in it |
|---|---|
| utm_source | The specific origin: newsletter, linkedin, a partner name |
| utm_medium | The channel type: email, social, cpc, referral |
| utm_campaign | The initiative: spring-launch, webinar-may |
| utm_term | Optional. The paid keyword the click was bought on |
| utm_content | Optional. Which link or variant, for tests and multi-link emails |
When this is worth running
On any link you place somewhere whose analytics you do not control: newsletters, social posts, partner sites, paid ads, QR codes, conference slides. Without tags most of that traffic arrives in your reports as direct or referral, and you lose the ability to say which activity produced it, which is usually the exact question you are being asked.
Where teams get this wrong
Inconsistency, almost always. Analytics treats Email, email and E-mail as three separate mediums, so a report that should show one channel shows three. Agree a lowercase convention and keep a shared list of the values you use. The second mistake is tagging internal links. A UTM on a link between two pages of your own site restarts session attribution and overwrites the real source, corrupting the data you were trying to collect.
Questions people ask about UTM tags
Do UTM parameters hurt SEO?
- Not when you use them on links pointing at you from elsewhere. They do create extra URLs for the same page, so make sure the page carries a self-referencing canonical tag, which most platforms add for you. Never put them on internal links.
What is the difference between source and medium?
- Source is the specific place, medium is the category. A link in your newsletter is source newsletter, medium email. A post on LinkedIn is source linkedin, medium social. Keeping that distinction consistent is what makes a channel report readable.
Are UTM tags case sensitive?
- The values are. Most analytics tools report Facebook and facebook as two different sources, so pick lowercase and apply it everywhere.
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