UTM Campaign URL Builder

This UTM builder adds campaign tags to any link so Google Analytics, your CRM and ad platforms can tell exactly which ad, email or post sent each visitor. Paste your page, pick a preset or fill in the source, medium and campaign, then copy the tagged URL.

Website URL

The page people should land on.

Quick presets

Campaign source *

Where the traffic comes from: google, newsletter

Campaign medium *

The channel: cpc, email, social

Campaign name *

The promotion or offer: spring_sale, free_audit

Campaign term

Optional: the paid keyword

Campaign content

Optional: which ad or link was clicked

Lowercase valuesUse dashes instead of underscores

Campaign URL

Fill in the website URL, source, medium and campaign name.

How to use the UTM Campaign URL Builder

1Paste the landing page URL. Existing parameters and #anchors are kept.
2Pick a preset such as Google Ads or Email newsletter, or type your own source and medium.
3Name the campaign, and add a term or content value if you want to compare keywords or ads.
4Copy the campaign URL and use it in your ad, email, social post or QR code.

What the five UTM parameters mean

utm_source names who sent the traffic, such as google, facebook or newsletter. utm_medium names the channel type, such as cpc for paid search, email, social or display. utm_campaign names the promotion, for example spring_sale or free_audit. These three are the ones analytics tools rely on.

utm_term is optional and usually holds the paid keyword. utm_content is optional too and tells apart two links in the same campaign, such as the hero button and the footer link of one email, or two versions of an ad.

Keep your naming consistent

Analytics treats Facebook, facebook and fb as three different sources, so one inconsistent link can split a campaign's results. Agree on a short list of sources and mediums, write them in lowercase, and pick one separator, underscores or dashes, for every campaign. That is why this builder lowercases values and replaces spaces by default.

Google Analytics 4 groups traffic into channels like Paid Search, Paid Social and Email partly from utm_medium, so using standard mediums such as cpc, paid_social, social and email keeps your channel reports accurate.

Where not to use UTM tags

Never add UTM parameters to links between pages of your own website. A tagged internal link starts a new session and overwrites the visitor's real source, which makes your ads and SEO look worse than they are. Use them only on links that live somewhere else: ads, emails, social posts, partner sites, QR codes and offline materials.

For Google Ads, auto-tagging with gclid already sends detailed click data to Google Analytics. Manual UTMs on top are still useful when other analytics tools or your CRM need to see the campaign.

PPC Management

Tracking is set. Devma runs Google, Meta and TikTok campaigns with clean attribution and reports you can actually read.

Learn more

Questions? Answers.

Do UTM parameters affect SEO?

No. Search engines ignore UTM parameters for ranking, and tagged links should only appear in ads, emails and social posts, not in your own site's navigation. Use a canonical tag on your pages so any tagged URL that gets shared still points at the clean address.

Are UTM parameters case sensitive?

Yes. Google Analytics reports Facebook and facebook as separate sources. Keep everything lowercase to avoid split reports.

Which UTM parameters are required?

utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional and help when you compare keywords or several links in one campaign.

Can I shorten a URL with UTM tags?

Yes. Link shorteners and QR code generators keep the full tagged URL behind the short link, so the campaign data still reaches your analytics when someone clicks or scans.

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