Build accurate UTM tracking links in seconds. Fill in your campaign details and copy a clean, ready-to-use URL for any channel.
Required fields
The full page URL you want to send traffic to.
The platform or referrer sending traffic (e.g. google, newsletter).
The marketing channel type (e.g. cpc, email, social).
A name to identify the specific campaign (e.g. summer_sale, black_friday).
For paid search: the keyword or ad group being targeted.
Use to differentiate ads or links pointing to the same URL (e.g. banner_v1, link_in_bio).
Fill in the required fields to generate your URL.
Quick tips
Know what is actually working
Without UTM parameters, all your campaign traffic lands in Google Analytics as 'direct' or 'organic'. UTMs reveal exactly which ad, email, or post is driving conversions.
One link, full visibility
A single UTM-tagged link carries your source, medium, campaign, and creative data all the way through to conversion. No guesswork, no post-campaign surveys needed.
Stop wasting ad budget
When you can see which campaigns bring buyers versus browsers, you can reallocate budget to what converts. Teams using UTM tracking consistently report 20-30% better ROAS.
No account needed. Works with every analytics platform that reads URL parameters.
Paste the landing page URL you want to track - a product page, blog post, sign-up form, or any page on your site.
Select or type your Source (e.g. google, facebook), Medium (e.g. cpc, email), and Campaign Name. Add Term and Content for deeper tracking.
Your UTM URL generates instantly. Click Copy and use it in your ad, email, social post, or QR code. Analytics will track every click automatically.
Example UTM URL
Parameters start after "?" and are separated by "&". This builder generates this format automatically.
UTM stands for Urchin Tracking Module - parameters appended to URLs that tell your analytics platform exactly where each visitor came from. There are 5 standard UTM parameters.
Three are required for any tracked link. Two are optional but add granular campaign-level data.
| Parameter | Required | Description |
|---|---|---|
| utm_source | Required | Identifies the platform or website sending traffic |
| utm_medium | Required | Describes the marketing channel type |
| utm_campaign | Required | Names the specific campaign or promotion |
| utm_term | Optional | Records the paid search keyword that triggered the ad |
| utm_content | Optional | Differentiates links or creatives within the same campaign |
Inconsistent UTM naming is the most common cause of dirty analytics data. Follow these rules before your first campaign.
GA4 is case-sensitive. "Facebook", "facebook", and "FACEBOOK" are counted as three separate sources. This builder auto-converts all values to lowercase to prevent data splitting.
Spaces in UTM values become "%20" in the URL and can break tracking. Use hyphens (summer-sale) or underscores (summer_sale) consistently across all campaigns.
Agree on naming conventions before launch. If one marketer uses "cpc" and another uses "paid-search" for the same channel, your reports will show them as two separate mediums with split data.
UTM parameters on internal links reset the session in GA4, incorrectly attributing the traffic source and inflating session counts. UTMs are for external links only - ads, emails, and social posts.
UTM parameters work across every marketing channel. Here is how to apply them for each traffic source.
Tag every link in your emails with utm_source=newsletter and utm_medium=email. Use utm_campaign to name the send (e.g. may_promo) and utm_content to track which link in the email (header_cta vs footer_link) drove more clicks.
Set utm_source=google and utm_medium=cpc for Google Ads. Use utm_term to record the keyword and utm_content to differentiate ad creatives. This reveals which specific ads and keywords are generating revenue, not just clicks.
Organic social traffic often shows as 'direct' in GA4 without UTMs. Tag every post link with utm_source=instagram (or facebook, linkedin, twitter) and utm_medium=social so you can measure which platform actually drives conversions.
Give each affiliate or partner a unique utm_source so you can measure their individual contribution. Combine with utm_campaign to separate affiliate traffic from your own campaigns in reporting.
Print ads, packaging, events, and business cards can all carry QR codes linking to UTM-tagged URLs. Use utm_medium=qr_code or utm_medium=print to measure offline-to-online conversions that would otherwise be invisible in analytics.
Track which referral emails, reward notifications, or loyalty campaign links drive the most redemptions. Pair with the 99minds platform to connect UTM data directly to loyalty program performance and customer lifetime value.
Traffic Acquisition report
UTM properties on events
Contact source tracking
Attribution analysis
Also compatible with Klaviyo, Adobe Analytics, Heap, Kissmetrics, Fathom, and any platform that reads URL query parameters.
UTM parameters supported
No account, no limits
Lowercase formatting built in
Works with all analytics tools
Everything you need to know about UTM parameters, naming conventions, analytics platform compatibility, and common tracking mistakes.
UTM stands for Urchin Tracking Module - a standard set of query string parameters originally developed by Urchin Software (later acquired by Google). When you append UTM parameters to any URL, analytics tools like Google Analytics 4 and other platforms read them automatically and attribute the session to the correct campaign, source, and medium. There are five standard parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
These three are required for meaningful attribution. utm_source identifies who is sending the traffic (e.g. google, newsletter, instagram). utm_medium describes the marketing channel type (e.g. cpc, email, social). utm_campaign names the specific initiative you are running (e.g. summer_sale, black_friday_2025). Together they answer: where did this visitor come from, how did they get here, and which campaign brought them.
utm_term is primarily used for paid search to record the keyword that triggered the ad. utm_content is used to differentiate between multiple links within the same campaign - for example to distinguish a header banner from a footer link in the same email, or to track which creative variation in an A/B test drove more clicks. Both are optional but valuable when you run multiple ad variations or want granular creative-level data.
1. Enter the destination URL you want to track. 2. Select or type your Campaign Source (e.g. google, facebook, newsletter). 3. Select or type your Campaign Medium (e.g. cpc, email, social). 4. Enter a Campaign Name that identifies this initiative. 5. Optionally add Term and Content for deeper tracking. 6. Copy the generated URL and use it in your ads, emails, or posts.
A UTM URL looks like your normal page URL with tracking parameters appended after a '?' symbol. For example: https://yoursite.com/landing?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale. Each parameter is joined by '&'. This builder generates the correct format automatically - you just fill in the fields and copy.
Always use lowercase - Google Analytics treats 'Facebook' and 'facebook' as two different sources, which splits your data. Use hyphens or underscores instead of spaces (spaces become '%20' in URLs). Be consistent across all campaigns - agree on naming conventions with your team before launching. For example, always use 'cpc' not 'PPC' or 'paid'. This builder auto-converts to lowercase to help enforce consistency.
UTM parameters are a universal standard supported by virtually all analytics platforms including Google Analytics 4 (GA4), Universal Analytics, Mixpanel, Amplitude, HubSpot, Klaviyo, Adobe Analytics, Heap, Kissmetrics, and Fathom Analytics. Any platform that reads URL query parameters will pick up UTM data automatically - no additional configuration needed.
In GA4, go to Reports, then Acquisition, then Traffic Acquisition. The default channel groupings are driven by utm_source and utm_medium. To see your campaign names, select 'Session campaign' as a secondary dimension or open the Campaign report under Acquisition. GA4 reads UTM parameters automatically as long as your GA4 tag is installed on the destination page.
UTM parameters do not directly affect your search rankings. However, ensure your canonical tags point to the clean URL (without UTM parameters) so that search engines do not index multiple versions of the same page. Most modern CMS platforms handle this automatically. Never use UTM-tagged URLs as internal links on your site as they can inflate session counts in analytics.
The most common mistakes are: using inconsistent capitalization (splits data across multiple rows in GA4), forgetting to tag all links in a campaign (leaves some traffic unattributed), adding UTMs to internal links (creates false new sessions), and building the short URL before adding UTMs (strips the parameters). This builder auto-formats values to lowercase to prevent the most common errors.
No. Adding UTM parameters to links between pages on your own website resets the session in Google Analytics, which incorrectly attributes the traffic source and inflates your session count. UTM parameters should only be added to external links - ads, email campaigns, social media posts, affiliate links, and any other traffic source outside your own website.
Yes, and it is recommended for social media where long URLs look messy. Build your full UTM-tagged URL first using this tool, then paste it into a link shortener like Bitly or your own branded short domain. The shortener preserves all UTM parameters when redirecting, so your analytics data remains intact. Never shorten the URL before adding UTM parameters as you will lose tracking.
They are the same thing. Google's own tool is called the Campaign URL Builder, while the industry term is UTM builder. Both tools generate URLs with UTM query parameters appended. This free UTM builder from 99minds includes predefined source and medium options to speed up your workflow, automatic formatting to prevent common errors, and instant copy-to-clipboard functionality.
Measure every campaign
99minds gives you loyalty programs, referrals, gift cards, and store credit that you can tag, track, and attribute across every channel. Know exactly which campaigns are growing your customer base.