Business Tools
UTM Builder
Create trackable campaign links with utm_source, utm_medium and utm_campaign parameters. Presets for common sources and mediums, automatic validation, and warnings for casing and spacing mistakes that break analytics reports. Everything runs in your browser — your URLs are never uploaded or logged.
Frequently asked questions
What is the difference between utm_source and utm_medium?
utm_source is where the traffic comes from — a specific site, newsletter or platform (google, newsletter, facebook). utm_medium is the type of channel it travels through (email, social, cpc, referral). For example, a paid Google ad is source=google, medium=cpc.
Should UTM values be lowercase?
Yes. Analytics tools treat UTM values as case-sensitive, so "Email" and "email" appear as two separate rows in your reports. Sticking to lowercase with dashes or underscores keeps your data clean.
Do UTM parameters affect SEO?
Not when used correctly — UTM parameters are for tagging links you share in campaigns, and Google generally consolidates them via canonical URLs. Avoid using UTM tags on internal links within your own site, though: they reset analytics sessions and pollute your data.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the standard trio that analytics tools expect. utm_term (paid search keywords) and utm_content (to tell two links or ad variants apart) are optional refinements.
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