About the UTM Link Builder
UTM parameters tell Google Analytics and other tools where a visitor came from. Adding them by hand invites typos and encoding mistakes that fragment your reports. This builder appends utm_source, utm_medium, utm_campaign and optionally utm_term and utm_content to a URL, encoding the values and preserving any existing parameters and fragment.
Those five names are the entire vocabulary and they are fixed: lower case throughout, always carrying the utm_ prefix. Analytics tools ignore anything spelled differently, so UTM_Source or utm_src simply never registers. Source, medium and campaign are the three worth filling in every time; term exists for paid search keywords and content for telling two links in the same email apart.
The values are case-sensitive as well, which is where campaign reporting quietly falls apart. Email, email and E-mail arrive as three separate sources in the same report and nothing merges them afterwards, so agree on a lower case convention with hyphens in place of spaces and hold to it. Encoding is handled here, so a campaign name containing spaces or an ampersand is written safely.
Tagging a newsletter link once and reusing it across a send is the common case. Everything runs in your browser. To inspect a tagged URL later, the URL Parser lists the parameters, and Slug Generator turns a campaign title into a tidy lower case value.
How to use
- Paste the destination URL.
- Fill in source, medium and campaign, plus term and content if needed.
- Copy the tagged URL.
Common questions
- Which parameters are required?
- Source, medium and campaign are the standard three. Term and content are optional.
- Does it keep existing parameters?
- Yes, UTM parameters are added alongside anything already in the URL.
- Why lowercase?
- Analytics tools treat Email and email as different sources, so consistent casing keeps reports clean.