Free UTM link builder
Add UTM parameters to any link to see exactly which campaigns bring traffic. Fill in the fields, copy your tagged URL and use it in emails, social posts and ads.
What are UTM parameters?
UTM parameters are short tags you add to the end of a URL. When someone clicks the link, your analytics tool reads the tags and reports which campaign, channel and link brought the visit.
For example, https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale tells your analytics that the visit came from your newsletter in the spring sale campaign.
The five UTM parameters
| Parameter | Purpose | Example |
|---|---|---|
| utm_source (required) | Where the traffic comes from | newsletter, google, facebook |
| utm_medium (required) | The marketing channel | email, cpc, social |
| utm_campaign (required) | The name of the campaign | spring_sale |
| utm_term (optional) | The paid keyword | privacy analytics |
| utm_content (optional) | Tells similar links apart, for A/B tests | header_button |
UTM best practices
- Be consistent. Use the same lowercase names every time, or "Email" and "email" will appear as two sources.
- Keep names short and readable. Use underscores instead of spaces.
- Never tag internal links. UTM tags on links inside your own site can overwrite the real traffic source.
- Keep a naming sheet. A simple spreadsheet of agreed sources, mediums and campaign names prevents messy reports.
- Do not put personal data in UTM tags. They are visible in the URL.
See your UTM campaigns in Noralytic
Noralytic reads the utm_campaign tag automatically and shows it in your Campaigns report, without cookies. Referrers appear in your Sources report. Create a free account and tag your first campaign link.
Frequently asked questions
What does UTM stand for?
UTM stands for Urchin Tracking Module, named after the analytics software that Google acquired and turned into Google Analytics.
Do UTM links work with every analytics tool?
The tags are a widely used convention. Tools such as Google Analytics, Plausible and Noralytic read them. Noralytic reports the utm_campaign value in its Campaigns report.
Are UTM parameters case sensitive?
Yes. "Email" and "email" are reported as different values, so use lowercase consistently. This tool can lowercase and clean your values automatically.
Do UTM parameters hurt SEO?
Not when used correctly. Use them for campaign links, not for internal links, and keep your canonical tags in place so search engines treat the clean URL as the main one.
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