UTM parameters are tracking codes added to URLs that identify traffic sources in Google Analytics. This free UTM builder generates properly formatted tracking URLs using the five standard parameters: source, medium, campaign, term, and content. Consistent UTM tagging reveals which marketing channels, campaigns, and content pieces drive conversions—essential data for budget allocation decisions.
Key Takeaways
- Five UTM parameters: source (where), medium (how), campaign (why), term (keywords), content (which variation)
- Required parameters: Source, medium, and campaign are essential; term and content are optional
- Consistency matters: Use lowercase, no spaces, standardised naming conventions
- Analytics integration: UTM data appears in Google Analytics under Acquisition reports
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are text snippets appended to URLs that identify traffic sources in analytics platforms. When someone clicks a UTM-tagged link, the parameters pass to Google Analytics, revealing exactly where that visitor came from.
Without UTM tracking, traffic from social media posts, email campaigns, and paid ads often appears as “direct” or gets misattributed. UTM parameters ensure accurate source attribution.
Understanding the Five UTM Parameters
utm_source (Required)
Identifies the traffic source—the platform or website sending visitors. Examples: google, facebook, newsletter, linkedin
utm_medium (Required)
Describes the marketing medium or channel type. Examples: cpc (paid search), email, social, referral
utm_campaign (Required)
Names the specific campaign for grouping related links. Examples: spring_sale, product_launch, weekly_newsletter
utm_term (Optional)
Identifies paid search keywords. Primarily used for tracking which keywords drive traffic from PPC campaigns.
utm_content (Optional)
Differentiates similar content or links within the same campaign. Useful for A/B testing or tracking multiple links in one email.
UTM Best Practices
- Use lowercase: UTM parameters are case-sensitive; “Facebook” and “facebook” appear as different sources
- No spaces: Use underscores or hyphens instead of spaces
- Be consistent: Create a naming convention and document it for your team
- Be descriptive: Future you should understand what “campaign_q1_v2” means
- Don’t use for internal links: UTM parameters should only tag external traffic sources
Example UTM-Tagged URL
https://example.com/landing-page?utm_source=facebook&utm_medium=social&utm_campaign=spring_sale&utm_content=carousel_ad
This URL tells Analytics: traffic came from Facebook, via social media, for the spring sale campaign, specifically from a carousel ad.
How to Use This UTM Builder
- Enter your destination URL (the page you’re linking to)
- Fill in source, medium, and campaign name (required)
- Optionally add term and content parameters
- Copy the generated UTM-tagged URL
- Use this URL in your marketing materials
Free tool by: John Isaacson, Digital Marketing Strategist
Last Updated: January 2026
