Free UTM Parameter Builder

Generate trackable campaign URLs for Google Analytics, GA4, and Adobe Analytics. Tag every link so you know exactly which channel drove the click.

The full destination URL of your campaign.

Referrer: google, facebook, newsletter…

Marketing medium: cpc, email, social…

Product, promo code, or slogan identifying the campaign.

Paid keywords.

A/B test variant or ad creative.

Fill in website, source, medium, and campaign to generate your tracking URL…
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What are UTM parameters?

UTM (Urchin Tracking Module) parameters are small text snippets appended to a URL that help analytics platforms attribute traffic to a specific source, medium, and campaign. They are the standard mechanism for measuring the performance of email, paid, social, and partner campaigns in Google Analytics 4 and Adobe Analytics.

The five UTM parameters

  • utm_source — the referrer (e.g., google, newsletter, linkedin).
  • utm_medium — the marketing medium (e.g., cpc, email, social).
  • utm_campaign — the specific campaign or promotion name.
  • utm_term — paid keyword (used mostly in paid search).
  • utm_content — distinguishes ads or links pointing to the same URL (A/B testing).

UTM tagging best practices

  • Use lowercase consistently. UTM values are case-sensitive in GA4.
  • Replace spaces with underscores (this tool does that automatically).
  • Document a naming convention so source/medium/campaign stay consistent across teams.
  • Never tag internal links — it overwrites the original session source.
  • Pair UTM tracking with a URL shortener and QR codes for offline campaigns.

Frequently Asked Questions

What is a UTM parameter?

UTM parameters are tags added to a URL that tell GA4 and other analytics platforms where traffic is coming from.

Which UTM parameters are required?

utm_source, utm_medium, and utm_campaign are required. utm_term and utm_content are optional.

Is this UTM builder free?

Yes. It is completely free, requires no sign-up, and runs entirely in your browser.

Should I use UTM parameters on internal links?

No. Tagging internal links overwrites the original session source in GA4 and destroys attribution.

Are UTM parameters case-sensitive?

Yes. In GA4, "Google" and "google" are two different sources. This tool auto-lowercases and underscores your values.

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