What are UTM parameters?

Query-string tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell analytics tools exactly where a visitor came from — which site, channel and campaign.

Which parameters are required?

utm_source is required by Google Analytics; utm_medium and utm_campaign are strongly recommended. utm_term and utm_content are optional refinements.

Should UTM values be lowercase?

Yes — analytics tools treat 'Email' and 'email' as different values, so a consistent lowercase convention keeps reports clean. This tool can lowercase values for you.

UTM Link Builder

Build campaign URLs with UTM parameters online for free. Tag source, medium, campaign, term and content — get a tracking-ready link instantly.

Website URL *

The landing page you're linking to

Campaign source *

utm_source — the referrer

Campaign medium

utm_medium — the marketing channel

Campaign name

utm_campaign — the specific promotion

Campaign term

utm_term — paid search keywords

Campaign content

utm_content — differentiates ads or links

Lowercase parameter values (recommended)Campaign URL

your-campaign-url-appears-here

Frequently asked questions

What are UTM parameters?: Query-string tags (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell analytics tools exactly where a visitor came from — which site, channel and campaign.
Which parameters are required?: utm_source is required by Google Analytics; utm_medium and utm_campaign are strongly recommended. utm_term and utm_content are optional refinements.
Should UTM values be lowercase?: Yes — analytics tools treat 'Email' and 'email' as different values, so a consistent lowercase convention keeps reports clean. This tool can lowercase values for you.

UTM Link Builder

Frequently asked questions

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