🔗 UTM Link Generator

Start by entering the Base URL of the page you want to track, such as your landing page or blog post URL. If you forget to include "https://", the tool will add it automatically. Next, fill in the UTM fields that matter for your campaign. At minimum, you should provide a Source, Medium, and Campaign name. The Term and Content fields are optional but useful for granular tracking.

Click Generate UTM Link and the tool will produce a clean, properly formatted URL with all your UTM tags appended as query parameters. Every value is automatically converted to lowercase with spaces replaced by hyphens, ensuring consistent naming across your analytics reports. Copy the generated link and use it in your emails, ads, social media posts, or any other marketing channel.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that tell analytics platforms where your traffic is coming from, how visitors found you, and which campaign drove the click. They were originally developed for Urchin, the web analytics software that Google acquired and turned into Google Analytics. Today, UTM parameters are the industry standard for campaign tracking across virtually all analytics platforms.

The 5 UTM Tags Explained

There are five standard UTM parameters. utm_source identifies the platform or referrer sending traffic, such as "google", "newsletter", or "facebook". utm_medium describes the marketing medium, like "cpc" for paid search, "email" for email campaigns, or "social" for social media. utm_campaign is the specific campaign name you assign, such as "spring-sale-2025" or "product-launch".

The two optional parameters offer finer detail. utm_term is commonly used for paid search keywords, helping you identify which search terms drove clicks. utm_content differentiates between multiple links within the same campaign, such as "header-banner" versus "footer-link" in an email, enabling A/B testing of creative variations.

Best Practices for UTM Naming

Consistency is the most important principle in UTM naming. Use lowercase letters throughout because analytics tools treat "Facebook" and "facebook" as different sources. Replace spaces with hyphens or underscores and avoid special characters. Establish a naming convention document that your entire team follows, so that "paid-search", "paidsearch", and "Paid Search" do not fragment your data into three separate buckets.

Keep campaign names descriptive but concise. Include the year or quarter if you run recurring promotions. For example, "spring-sale-q2-2025" is more useful than just "sale". Avoid using UTM parameters on internal links within your own site, as this will overwrite the original source data and inflate your campaign numbers.

Tracking in Google Analytics

When a visitor clicks a UTM-tagged link, Google Analytics automatically captures the parameter values and categorizes the session under the appropriate source, medium, and campaign. You can view this data under Acquisition > Campaigns in Universal Analytics, or under Reports > Acquisition > Traffic Acquisition in GA4. UTM data helps you calculate return on investment for each channel and make informed decisions about where to allocate your marketing budget.