UTM Campaign Builder

Free · No signup · 14+ platform templates

Pro tip: Use the final landing page URL, not a redirect. UTM params on redirects can get lost.

Platform Templates

Save your first custom template to reuse later

UTM Parameters

Where the traffic comes from (e.g., google, facebook, linkedin)

The marketing channel (e.g., cpc, email, social, referral)

Your campaign name (e.g., spring-sale-2026, product-launch)

Paid search keywords (e.g., running+shoes)

Differentiate ad variations or link placements

Pro tip: Use lowercase and hyphens for consistency. "Spring-Sale" and "spring-sale" appear as separate campaigns in analytics.

GA4 campaign identifier — use to tie back to your ad platform's campaign ID

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Build your campaign name from parts. Click "Apply" to fill the Campaign Name field.

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Enter one URL per line. The current UTM parameters above will be applied to all URLs.

Generate multiple URL variants with a parameter varied (e.g., hero-cta-a, hero-cta-b, hero-cta-c).

Generated URL

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Enter a URL and parameters above to see your tagged URL here...

URLs you generate will appear here

Have questions about UTM tracking?

Browse common questions and best practices below

Knowledge Base

Questions & Answers

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that tell analytics platforms where your traffic came from. The five standard UTM parameters are: utm_source (the platform), utm_medium (the marketing channel), utm_campaign (the campaign name), utm_term (paid keywords), and utm_content (ad variation). They work with Google Analytics, GA4, Adobe Analytics, and most analytics tools.

Technically only utm_source is required by Google Analytics, but best practice is to always include utm_source, utm_medium, and utm_campaign together. These three give you a complete picture of where traffic came from and why. utm_term and utm_content are optional and used for more granular tracking, such as differentiating ad variations or tracking paid search keywords.

Yes, always. UTM parameters are case-sensitive in Google Analytics, so "Facebook" and "facebook" would appear as two different sources in your reports. Use lowercase consistently, and use hyphens instead of spaces. This tool has a "Force lowercase" option enabled by default to help keep your data clean.

Yes. UTM parameters work with both Universal Analytics (UA) and Google Analytics 4 (GA4). GA4 automatically reads all five UTM parameters from the URL and attributes the session accordingly. In GA4, you can see UTM data in the Traffic Acquisition and User Acquisition reports, as well as in the Explore section with custom reports.

UTM parameters themselves don't affect SEO rankings. However, never use UTM-tagged URLs for internal links on your own website. This causes self-referral issues in analytics and can create duplicate content. UTM links are for external campaigns only: emails, social media posts, ads, partner sites, etc. Google Search Console ignores UTM parameters when indexing.

utm_source identifies the specific platform or website sending traffic (e.g., "google", "facebook", "newsletter"). utm_medium identifies the marketing channel type (e.g., "cpc", "social", "email"). Think of source as "where" and medium as "how". For example: source=facebook, medium=social means traffic from Facebook via an organic social post. Source=facebook, medium=cpc means traffic from a Facebook paid ad.

While there's no hard limit, most browsers support URLs up to 2,000 characters. Extremely long URLs can look spammy on social media and may get truncated by some platforms. Keep UTM values concise: use abbreviations and consistent naming conventions. This tool shows a character counter and warns you when your URL gets long.

Yes, 100% free with no limits, no ads, no watermarks, and no signup required. Everything runs in your browser — your data never leaves your device. Built and maintained by Easy Ecommerce Group, a Brooklyn-based agency that builds free tools for the marketing community.

Learn More

Everything You Need to Know About UTM Tracking

Why This Is the Best Free UTM Builder

Google's Campaign URL Builder is the most well-known, but it's barebones: no templates, no batch mode, no history, no suggestions. Other tools like UTM.io charge $25+/month for features we give away for free.

This builder includes 14+ platform templates (Google Ads, Meta, LinkedIn, TikTok, and more), batch URL generation, CSV export, URL history, smart autocomplete, a UTM decoder, and a naming convention builder — all for free.

Everything runs 100% in your browser. No data is sent to any server. No cookies, no tracking, no analytics. Your campaign URLs stay private.

Built and maintained by Easy Ecommerce Group, a Brooklyn-based growth agency that builds free tools for the marketing community.

UTM Naming Convention Best Practices

Always use lowercase: UTM parameters are case-sensitive. "Facebook" and "facebook" appear as different sources in Google Analytics.

Use hyphens, not spaces: Spaces in URLs get encoded as %20, which makes URLs ugly and hard to read. Use hyphens (spring-sale) or underscores (spring_sale) instead.

Be consistent: Pick a naming convention and stick with it across your entire team. Document it. Use a format like: {date}-{platform}-{type}-{name} (e.g., 2026-03-google-brand-spring-sale).

Be specific but concise: "google" is better than "g" but "google-ads-search" might be better than just "google" if you run multiple Google campaigns.

Don't change conventions mid-campaign: Once you start tracking, stick with your naming. Changing mid-campaign splits your data.

Common UTM Mistakes to Avoid

Using UTM tags on internal links: This is the #1 mistake. UTM links on your own site override the original attribution, making it look like traffic came from yourself instead of the actual source.

Inconsistent capitalization: "Email" vs "email" vs "EMAIL" creates three separate entries in your analytics reports. Always lowercase.

Using spaces instead of hyphens: Spaces become %20 in URLs, making them ugly and error-prone. Use hyphens or underscores.

Forgetting utm_medium: Without medium, Google Analytics can't properly categorize your traffic into channels (Paid Search, Email, Social, etc.).

Overly generic campaign names: "campaign1" or "test" tells you nothing 3 months later. Use descriptive names like "spring-sale-2026" or "product-launch-shoes".

Not documenting your conventions: Without a shared document, every team member invents their own naming, fragmenting your data.

UTM Parameters for Every Platform

Google Ads: source=google, medium=cpc. Google can auto-tag with gclid, but UTM params give you additional control and work across analytics platforms.

Meta (Facebook/Instagram): source=facebook or instagram, medium=paid-social or social. Use utm_content to differentiate ad creatives or placements (feed, stories, reels).

LinkedIn: source=linkedin, medium=paid-social or social. Use utm_content for different ad formats (sponsored-content, inmail, text-ad).

TikTok: source=tiktok, medium=paid-social or social. Still a newer platform for many brands, so clean UTM tracking from day one is essential.

Email: source=newsletter or email-list-name, medium=email. Use utm_campaign for the specific send (e.g., weekly-digest-2026-03-18) and utm_content for different links within the email.

Organic Social: source=facebook or twitter, medium=social (not paid-social). Distinguish organic from paid by using different medium values.

Enter URL + params above