UTM Builder
Generate properly formatted UTM-tagged URLs for your campaigns. Fill in the parameters below and copy the tagged link.
utm_sourceutm_mediumutm_campaignutm_termutm_contentStart by entering your website URL on the left.
- Always use lowercase. "Facebook" and "facebook" are different in GA4.
- Use hyphens, not spaces or underscores. Spaces become %20.
- At minimum, fill in source + medium + campaign.
- Don't use UTMs on internal links. It breaks sessions.
What are UTM parameters?
UTM parameters are tags you add to the end of a URL. When someone clicks that link, the tags get sent to your analytics tool (Google Analytics, Attri, Mixpanel, etc.) so you can see exactly where your traffic came from.
UTM stands for "Urchin Tracking Module." The name stuck around from the tool Google acquired in 2005 and turned into Google Analytics. There are five standard parameters.
utm_source Source Where the traffic comes from. Examples: google, facebook, newsletter, linkedin.
utm_medium Medium The marketing channel. Examples: cpc, email, social, organic, referral.
utm_campaign Campaign The specific campaign or promotion. Examples: spring-sale, product-launch, q2-webinar.
utm_term Term The paid search keyword. Mostly used for Google Ads. Optional for non-search campaigns.
utm_content Content Differentiates ads or links that point to the same URL. Useful for A/B testing which creative or CTA performs better.
UTM best practices
Use lowercase for everything
UTM parameters are case-sensitive. "Facebook" and "facebook" show up as two different sources in Google Analytics. Pick lowercase and stick with it. Attri's parameter resolver does this automatically.
Use hyphens, not spaces or underscores
Spaces become %20 in URLs, which is ugly and error-prone. Underscores work but hyphens are the web standard. Be consistent.
Don't use UTMs on internal links
Tagging links between your own pages breaks the referral chain and makes every internal click look like a new session. Only use UTMs on links from external sources pointing to your site.
Document your naming conventions
"facebook" vs "fb" vs "FB-Ads" is the number one UTM problem in every analytics account. Write down your conventions and share them with your team. Or use a tool like Attri that enforces conventions automatically.
At minimum, use source + medium + campaign
Term and content are optional. But source, medium, and campaign are what make your reports useful. A link without at least those three is a missed signal.
Common questions
What is a UTM builder?
A UTM builder is a tool that helps you add tracking parameters to your URLs. You fill in the source, medium, campaign, and other fields, and the tool generates a properly formatted URL you can use in your marketing campaigns.
Are UTM parameters case-sensitive?
Yes. Google Analytics and most analytics tools treat "Facebook" and "facebook" as two different values. Always use lowercase to keep your data clean.
Which UTM parameters are required?
None are technically required, but utm_source is expected by Google Analytics for proper campaign tracking. Best practice is to always include source, medium, and campaign at minimum.
Do UTM parameters work with Google Analytics 4?
Yes. GA4 reads utm_source, utm_medium, utm_campaign, utm_term, and utm_content automatically. No additional configuration needed. The tagged URL is all GA4 needs.
Can I use UTM parameters with email campaigns?
Yes. Tag every link in your emails with utm_source=newsletter (or your email tool name), utm_medium=email, and utm_campaign with the specific email name. This is how you see which emails actually drive traffic and conversions.
Is this UTM builder free?
Yes, completely free with no limits. If you need to manage UTM links at scale (templates, naming conventions, team collaboration, analytics), Attri's free plan does all of that.
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