Marketing
UTM Builder
Build trackable campaign URLs for Google Analytics.
About this tool
UTM parameters are five small strings appended to your URLs that let Google Analytics, Plausible, Fathom and most other tools tell you exactly which campaign sent which visitor. Done right, they're the cheapest analytics upgrade you can ship. Done wrong (capitalised inconsistently, missing fields, typos), they fragment your reports for months.
Create properly-formatted UTM links so you can attribute traffic to the right source, medium and campaign in your analytics.
Common use cases
- Tracking email campaigns and newsletter clicks separately from organic traffic
- Comparing performance of Meta ads vs Google ads vs influencer placements
- Attributing revenue back to specific posts, threads or videos
- Distinguishing paid social from organic social in reports
How to use
- 1Paste your website URL.
- 2Fill in source, medium and campaign.
- 3Copy the generated URL into your campaign.
Examples
Newsletter
https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=may_launchInstagram bio
https://example.com/?utm_source=instagram&utm_medium=bio&utm_campaign=spring_promoTips & best practices
- Stick to lowercase, no spaces, underscores instead of dashes — consistency is the whole game.
- Document your naming convention in a shared doc. The most expensive UTM mistake is two teammates using different spellings of the same campaign.
- Don't UTM internal links on your own site — it overwrites the original source attribution.
Frequently asked questions
Source, medium and campaign are required for clean attribution. Term and content are optional and mostly used for paid search.