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UTM Campaign URL Builder

Tag your campaign links correctly so analytics tells you the truth about where customers come from. Channel presets, proper encoding, and warnings for the mistakes that quietly ruin attribution.

Where it comes from: google, facebook, newsletter
Channel type: cpc, email, social, referral
Which campaign this link belongs to
Paid keyword (optional)
A/B variant or link position (optional)

Your tagged URL

Enter a destination URL to begin

    The mistake that corrupts your data

    Never put UTM tags on links between pages of your own site. Doing so starts a brand new session in analytics and overwrites the original source — so a visitor who genuinely arrived from Google gets recredited to your internal banner. Your best channel looks worse than it is, and you make budget decisions on fiction.

    Tag inbound links only: emails, ads, social posts, partner sites, QR codes.

    Naming Discipline

    Consistency Beats Cleverness

    UTM values are case sensitive and free-text, which means analytics will happily split your reporting across Facebook, facebook, and FB as three separate sources. Pick one convention and never deviate:

    • Always lowercase — this tool enforces it by default
    • Hyphens instead of spaces, no underscores mixed in
    • Medium describes the channel type, not the platform
    • Write your convention down so the whole team uses it
    FAQ

    UTM Questions

    What are UTM parameters?
    Tags added to a URL that tell analytics where a visitor came from. The three core ones are utm_source (which site or platform), utm_medium (channel type, like email or cpc), and utm_campaign (which campaign). Analytics reads them and groups traffic accordingly.
    Should I use UTM tags on internal links?
    No — this is the most damaging UTM mistake. Tagging a link between your own pages starts a new session and overwrites the original source, so a visitor from Google gets recredited to your internal tag. Only tag links pointing to your site from elsewhere.
    Do UTM parameters hurt SEO?
    Not when used correctly on inbound campaign links, since those URLs aren't usually crawled. Problems appear when tagged URLs get published, linked, or put in sitemaps — search engines may then see multiple URLs for one page. A self-referencing canonical on the clean URL prevents it.
    Should UTM parameters be lowercase?
    Yes. Values are case sensitive, so Facebook and facebook count as two sources and split your reporting. Pick lowercase and use it everywhere — consistent naming matters more than clever naming.

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