Free tool
UTM Link Builder
Build properly encoded campaign URLs for Google Analytics and every other analytics tool — with a saved history of your last 10 links, kept in your browser.
Your campaign URL
Enter a valid website URL to start building your link.
Values are URL-encoded automatically. Copying a link saves it to your history below.
Common source / medium combinations
Stick to these conventions and your channel reports will group cleanly.
| utm_source | utm_medium | Use for |
|---|---|---|
| cpc | Google Ads campaigns | |
| bing | cpc | Microsoft Ads campaigns |
| newsletter | Your own newsletter sends | |
| social | Organic LinkedIn posts | |
| paid-social | LinkedIn Ads | |
| social | Organic X / Twitter posts | |
| paid-social | Meta Ads | |
| youtube | video | YouTube descriptions |
| partner | referral | Partner and affiliate links |
| podcast | audio | Podcast show notes |
UTM tagging FAQ
What are UTM parameters?
UTM parameters are short tags appended to a URL (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that tell your analytics tool exactly where a visitor came from. Without them, most campaign traffic collapses into “direct” or generic referral buckets.
What's the difference between source and medium?
Source is the specific site or property sending the traffic (google, linkedin, newsletter). Medium is the channel type (cpc, social, email, referral). Together they answer “where from?” and “how?” — the reference table above shows the pairings analytics tools expect.
Should UTM values be lowercase?
Yes. Analytics tools treat “LinkedIn” and “linkedin” as two different sources, which splits your reporting. Stick to lowercase, use hyphens instead of spaces, and keep a shared naming convention across the team.
When should I use utm_term and utm_content?
utm_term traditionally holds the paid keyword, and utm_content distinguishes variants of the same campaign — two different ad creatives, or two links in one email. Both are optional; leave them blank unless you'll actually segment by them.
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