UTM Campaign Link Builder
Fill in your destination URL and campaign parameters to generate a clean, correctly encoded tracking link you can copy in one click.
https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch&utm_content=header_cta
100% private
This tool runs entirely in your browser. Nothing you type is uploaded, logged or stored.
UTM Naming Conventions and Campaign Attribution
UTM parameters are query strings analytics platforms read to attribute a session to a campaign. Three are effectively required: utm_source (where the click came from — google, newsletter, partner-site), utm_medium (the channel type — cpc, email, social, referral) and utm_campaign (the initiative — spring_launch). Two are optional: utm_term for paid keywords and utm_content for distinguishing creatives or link positions within the same campaign.
Consistency matters more than cleverness. Analytics treats Email, email and E-Mail as three separate mediums, which fragments reports until someone cleans them up months later. Force lowercase, replace spaces with hyphens or underscores, and pick one separator for the whole organisation. Keep a shared spreadsheet of approved source and medium values, and use standard medium names so channel groupings work out of the box — cpc, organic, email, social, referral, affiliate and display.
Never tag internal links between pages of your own site: doing so restarts the session and overwrites the original acquisition source, so paid traffic gets reattributed to itself. Tag only inbound links from outside the domain. Watch the destination too — parameters must attach with ? if none exist and & if the URL already carries a query string, and any redirect in the chain must preserve them or the data disappears silently.
Frequently asked questions
utm_source, utm_medium and utm_campaign are the minimum for reliable attribution. utm_term and utm_content are optional and used for keyword and creative-level detail.