Online UTM Tracking Code Builder

The Online UTM Tracking Code Builder helps you create tracked URLs so you can clearly see where your website traffic comes from inside Google Analytics. It removes complexity and ensures your marketing links are consistent, readable, and measurable.

UTM parameters are small pieces of information added to a URL. When someone clicks a tracked link, these parameters tell analytics tools who sent the visitor, how they arrived, and which campaign they belong to. Without UTM parameters, traffic is often grouped together and valuable insight is lost.

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What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags appended to a URL to help analytics platforms understand traffic attribution. They are especially important for:

Email campaigns
Social media links
Paid advertising
Affiliate marketing
A/B testing and content comparisons

Each parameter answers a specific question about the visit, allowing you to measure performance, ROI, and engagement accurately.

Common use cases

This tool is commonly used for:

Tracking marketing campaigns across multiple platforms
Comparing email, social, and paid traffic
Measuring campaign effectiveness
Avoiding “direct traffic” misattribution
Standardising tracking across teams and tools

Important: Consistent naming conventions for UTM parameters are critical. Inconsistent spelling or casing (e.g. Facebook vs facebook) will fragment your analytics data.

UTM parameter reference table

The table below explains each UTM parameter and how it is typically used.

Campaign Source

utm_source

Required.

Use utm_source to identify a search engine, newsletter name, or other source.

Example: google

Campaign Medium

utm_medium

Use utm_medium to identify a medium such as email or cost-per- click.

Example: cpc

Campaign Name

utm_campaign

Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.

Example: utm_campaign=spring_sale

Campaign Term

utm_term

Used for paid search. Use utm_term to note the keywords for this ad.

Example: running+shoes

Campaign Content

utm_content

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.

Examples: logolink or textlink

Why this matters

Create Your UTM URL

Without UTM parameters, analytics platforms cannot reliably distinguish between campaigns, platforms, or link variations. This results in incomplete reporting, misleading insights, and poor decision-making.

Using a structured UTM builder ensures your URLs are:

Correctly formatted
Easy to copy and share
Fully compatible with analytics tools