What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags added to a URL that tell Google Analytics and other analytics platforms where website traffic is coming from. They track source, medium, campaign name, keyword, and ad content.

Which UTM parameters are required?

utm_source (where the traffic comes from) and utm_medium (the marketing channel) are the most important and should always be included. utm_campaign is strongly recommended. utm_term and utm_content are optional.

What should I use for utm_medium?

Use descriptive, lowercase values: 'cpc' for paid search, 'email' for email campaigns, 'social' for organic social, 'paid_social' for social ads, 'affiliate' for affiliates, 'display' for display ads.

Are UTM parameters case sensitive?

Yes. Google Analytics treats 'Email' and 'email' as different sources. Always use lowercase and be consistent across your campaigns.

Do UTM parameters affect SEO?

UTM parameters do not directly affect rankings. However, you should use canonical tags on pages that can be accessed with and without UTM parameters to prevent duplicate content issues.

What are the required UTM parameters?

utm_source, utm_medium, and utm_campaign are required for GA4 attribution. utm_term and utm_content are optional but useful for paid search and A/B testing respectively.

Are UTM parameters case-sensitive?

Yes. 'Email' and 'email' are tracked as separate sources in Google Analytics. Use consistent lowercase naming conventions across your team to avoid data fragmentation.

UTM Builder — Build UTM Tracking URLs for Google Analytics Free

Build UTM tracking URLs for Google Analytics campaigns. Add utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Free online UTM generator.

Quick presets

Website URL *

Campaign Source * (utm_source)

Campaign Medium * (utm_medium)

Campaign Name (utm_campaign)

Campaign Term (utm_term)

Campaign Content (utm_content)

UTM parameters are appended to URLs to track traffic sources in Google Analytics and other analytics tools. All UTM URLs are built in your browser — no data is sent to our servers.

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No Upload

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What is UTM Builder — Create UTM Tracking Links Free?

A UTM builder creates URL parameters that Google Analytics uses to track the source of website traffic. UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) are appended to landing page URLs and tell analytics tools exactly which campaign, channel, and ad generated each visit. Consistent UTM usage is essential for accurate campaign attribution.

How to Use UTM Builder — Create UTM Tracking Links Free

1Enter your destination URL (the landing page).
2Fill in utm_source (where traffic comes from, e.g., newsletter, google).
3Fill in utm_medium (the marketing channel, e.g., email, cpc, social).
4Fill in utm_campaign (the campaign name, e.g., summer_sale).
5Optionally add utm_term (paid keyword) and utm_content (ad variant).
6Copy the generated tracking URL.

Key Features

Builds complete UTM-tagged URLs
All 5 UTM parameters: source, medium, campaign, term, content
URL encodes parameter values automatically
Shortened URL option
One-click copy

Benefits

Track campaign performance accurately in Google Analytics
Compare traffic sources side-by-side
Measure ROI for individual emails, ads, and social posts
Standardize UTM naming conventions across your team

Why Use Irreva for UTM Builder — Create UTM Tracking Links Free?

Track campaign performance accurately in Google Analytics

Compare traffic sources side-by-side

Measure ROI for individual emails, ads, and social posts

Runs 100% in your browser — files never leave your device.

No account, no sign-up, no subscription — free forever.

Works on any device: desktop, tablet, or mobile.

Frequently Asked Questions

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