UTM Campaign URL Builder

utm_source identifies where the traffic originates — google, newsletter, facebook, a partner site's name. utm_medium describes the type of channel — cpc for paid search, email, social, referral. Together, source and medium are how most analytics tools group traffic into channels, so consistency between the two matters more than either one being individually clever.

utm_campaign names the specific initiative — spring-sale, product-launch-2026, a specific newsletter send date. utm_term and utm_content are optional: term traditionally marks the paid keyword in search ads, while content distinguishes between multiple links pointing to the same destination within one campaign, like two different ad creatives or two links in the same email.

Analytics platforms treat UTM values as exact-match strings — "Newsletter", "newsletter", and "email-list" are three different values to Google Analytics, even if they mean the same thing to you. That fragmentation is the single most common reason campaign reports look messier than the campaigns actually were. Decide on a naming convention (this tool defaults to lowercase-with-hyphens) and stick to it across every link you tag, ideally documented somewhere your whole team can reference.

It's worth maintaining a simple shared spreadsheet of the source and medium values your team has already used, so a new campaign reuses "newsletter" instead of accidentally introducing "news-letter" as a fourth variant of the same channel.

Add them to any link you control the destination page for and want attributed distinctly: email campaigns, paid social posts, sponsored placements, QR codes on physical materials, and links shared from a partner or affiliate. You generally don't need them on organic social profile links or internal site navigation, since those are either already well-categorized by analytics or don't represent a distinct external campaign worth isolating.