UTM Link Builder

Easily generate UTM parameter URLs for marketing campaign analysis. Compatible with Google Analytics, and all major analytics tools.

Quick Presets

Required Parameters

Optional Parameters

Generated URL

Fill in required fields to generate URL

Recent URLs

How to Use UTM Link Builder

Step 1: Enter Base URL

Enter the landing page URL where you want to send traffic. https:// is added automatically.

Step 2: Use Presets or Manual Input

Click a preset for common channels (Google Ads, Facebook) or manually enter utm_source and utm_medium.

Step 3: Enter Campaign Info

utm_source, utm_medium, and utm_campaign are required. utm_term (keywords) and utm_content (ad creative) are optional for granular tracking.

Step 4: Copy and Save URL

Copy the generated UTM URL for use in ads, emails, or social posts. Click 'Save' to store up to 10 recent URLs in your browser.

UTM Parameter Use Cases

Search Advertising (Google Ads / Naver)

Set utm_source=google, utm_medium=cpc, utm_campaign=brand_name for keyword ads. Add utm_term with the bid keyword to track which keywords drive visits.

Social Media Advertising

Differentiate Instagram feed ads from story ads with utm_content=feed_image vs story_video. Identify which creative performs better within the same campaign.

Email Marketing

Set utm_source=newsletter, utm_medium=email as baseline. Use utm_content like 'top_button' or 'bottom_link' to identify which email links get the most clicks.

Tips for Accurate Analytics

  • Ensure all team members use consistent naming conventions (lowercase, underscores). 'Google' and 'google' are tracked separately.
  • Include dates or versions in utm_campaign. Example: summer_sale_2026, v2_retargeting
  • Use utm_content to differentiate A/B test creatives for quick identification of better-performing variants.
  • When using URL shorteners, always include UTM parameters in the destination URL, not the shortener itself.
  • Filter out internal traffic (employee visits) via IP filters, or tag test sessions with utm_source=test.

Frequently Asked Questions

UTM stands for Urchin Tracking Module, originating from Urchin Software, the predecessor to Google Analytics. UTM parameters are query strings appended to a URL (e.g., ?utm_source=google) that tell your analytics tool where a visitor came from and which ad brought them. They're supported by Google Analytics, Adobe Analytics, and most web analytics platforms.
utm_source identifies who sent the traffic (e.g., google, facebook, newsletter). utm_medium describes the marketing channel type (e.g., cpc, email, social). utm_campaign names the specific campaign (e.g., spring_sale, brand_2026). These three are required and form the basis of the Source/Medium report in Google Analytics.
UTM parameters don't directly impact SEO. However, if Google indexes URLs with UTM parameters as separate pages, duplicate content issues may arise. Prevent this by configuring URL parameter handling in Google Search Console or adding canonical tags. UTM links are best used in ad creatives and emails, not public-facing links.
Yes. Firebase Dynamic Links or Branch.io allow UTM parameter tracking in mobile apps. Additional implementation is needed to pass UTM parameters to your analytics SDK. Both iOS and Android are supported, with web fallback for users without the app.
utm_term is mainly used in paid search to record the bid keyword. utm_content is useful for A/B testing creatives within the same ad set. Using utm_content=banner_blue vs banner_red tells you which design drives more clicks.
Yes. When using Bitly or TinyURL, shorten the full URL including all UTM parameters. Clicking the short URL redirects to the original with parameters intact. This is especially useful on platforms where long URLs break link previews.

Complete Guide to UTM Parameters

Understanding UTM Parameters

UTM parameters are the most fundamental yet powerful tracking tool in digital marketing. When integrated with web analytics, they quantitatively measure which marketing channels are most effective and which campaigns achieve the highest ROI. Since Google acquired Urchin Software in 2005 and integrated it into Google Analytics, UTM has become the global standard tracking method for marketers.

Building an Effective UTM Strategy

The key to successful UTM strategy is consistency. Use unified naming conventions across the organization and standardize values with lowercase and underscores. Including dates and versions in utm_campaign enables time-series analysis, and tracking A/B test variants with utm_content systematically improves marketing efficiency.

Notice

Generated URLs are stored only in your browser's local storage and are never sent to any server. Use lowercase and underscores in UTM parameter values for best analytics tool compatibility. Before launching a campaign, verify parameters in Google Analytics Real-Time report with a test link.

This calculator is provided for informational purposes only.

Results are estimates and may differ from actual amounts.

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