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Create trackable URLs with UTM parameters for your marketing campaigns. Track traffic sources in Google Analytics.
UTM (Urchin Tracking Module) parameters are tags added to URLs that help you track the effectiveness of your marketing campaigns in Google Analytics and other analytics tools.
Identifies the traffic source (google, facebook, newsletter)
Identifies the marketing medium (cpc, email, social)
Identifies the specific campaign name or promotion
Identifies paid search keywords (optional)
Without a consistent naming convention, your analytics data quickly becomes cluttered and unreliable. Create a shared spreadsheet or reference document that lists approved values for each parameter. For example, decide whether your team will use "facebook" or "fb" as the source value and stick with that choice across every campaign. Mixing variations leads to fragmented data that is difficult to aggregate in reports.
It is also important to avoid adding UTM parameters to internal links on your own website. Doing so overwrites the original referral source in analytics, making it appear as though traffic came from your site rather than the actual external source. Reserve UTM tagging for links shared in emails, social media posts, paid ads, and partner websites where you need to distinguish traffic origins accurately.
The UTM Builder helps you create properly formatted tracking URLs by appending UTM parameters to any link. UTM parameters are standardized query-string tags recognized by Google Analytics, Adobe Analytics, and most other web analytics platforms. They allow you to attribute website traffic and conversions back to the exact campaign, source, medium, and content variation that drove the visit. Without UTM tagging, traffic from social posts, email campaigns, and partner referrals often gets lumped together as direct or unattributed visits, making it impossible to measure which marketing efforts are actually delivering results.
Enter your destination URL along with the required UTM parameters: source identifies where the traffic comes from (such as "google" or "newsletter"), medium describes the marketing channel (such as "cpc" or "email"), and campaign names the specific promotion or initiative. You can optionally add term for paid keyword tracking and content for A/B test differentiation. The tool generates a clean, properly encoded URL that you can copy with one click. Use consistent naming conventions across all your campaigns so your analytics reports stay organized and comparable over time.
Accurate campaign attribution is the foundation of data-driven marketing. When you tag every outbound link with UTM parameters, you gain complete visibility into which channels, campaigns, and even individual pieces of content generate the most traffic, engagement, and revenue. This data lets you double down on what works and cut spending on underperforming channels. Teams that consistently use UTM tracking report significantly better budget allocation because they can trace every dollar spent to measurable outcomes. The UTM Builder removes the guesswork from parameter formatting and URL encoding, so you can focus on strategy instead of syntax.