UTM builder for campaigns you can actually measure.
Add source, medium, and campaign parameters to any link in a consistent, typo-proof format — then see exactly which channel drove the click.
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What is a UTM parameter?
Five small tags appended to a URL that tell your analytics exactly where a visitor came from.
UTM (Urchin Tracking Module) parameters are tags added to the end of a URL. They don't change where the link goes — they just ride along and get logged by Google Analytics and most other analytics tools the moment someone lands on your page.
Without them, a click just looks like "direct traffic." With them, you can tell an ad on Google apart from a link in your newsletter, apart from a post on LinkedIn — even if they all point to the exact same page.
The three required tags are source, medium, and campaign. Term and content are optional, used mostly for paid search keywords and A/B testing different links in the same email or ad.
?utm_source=google
&utm_medium=cpc
&utm_campaign=summer-sale
Common UTM combinations.
Use these as a starting point, then keep your own naming consistent across every channel.
Google Ads
source=google medium=cpc
Facebook / Instagram
source=facebook medium=paid-social
Email newsletter
source=newsletter medium=email
LinkedIn campaigns
source=linkedin medium=social
Referral partner
source=partner medium=referral
Printed QR code
source=print medium=qr
Twitter / X post
source=twitter medium=social
Organic social bio link
source=instagram medium=bio
Keep your tagging consistent.
Analytics tools treat "Google" and "google" as two different sources — small inconsistencies fragment your reports.
Always lowercase
Pick one case and stick to it. "Newsletter" and "newsletter" will show up as separate rows in your reports.
Dashes over spaces
Spaces get encoded as %20 in the URL. Use dashes or underscores so links stay readable when shared.
Document your taxonomy
Keep a shared list of approved source and medium values so every teammate tags campaigns the same way.
Common questions
What's the difference between source and medium? +
Source is where the traffic originates — "google", "newsletter", "linkedin". Medium is the type of channel it came through — "cpc", "email", "social". Together they answer "where" and "how."
Do UTM parameters affect SEO? +
No. Search engines treat a UTM-tagged URL as the same page as the clean version, as long as your site has a canonical tag pointing to the untagged URL.
Should I use dashes or underscores in values? +
Dashes are the more common convention and stay readable in shared links. Whatever you choose, use it consistently across every campaign.
Can I shorten a UTM link afterward? +
Yes — paste the generated link into your shorturl.la dashboard to get a short, branded link that still carries all the tracking data.
Do UTM links work with QR codes? +
Yes. Generate your tagged link here, then paste it into the QR code generator to get a scannable, trackable code for print.