UTM Builder

UTM parameters are small tags added to a URL that tell your analytics tool where a visitor came from. The UTM Builder adds them for you, so you don't have to hand-write query strings.

Building a Campaign URL

1. Open UTM Builder
2. Paste your Website URL
3. Fill in Source, Medium and Campaign Name (required)
4. Optionally add Term and Content
5. Copy the Generated URL, or click Save & Shorten to store it and get a short link

What Each Parameter Means

Parameter	Field	Example	Use it for
utm_source	Campaign Source	newsletter, google, linkedin	Where the traffic comes from
utm_medium	Campaign Medium	email, cpc, social	The type of channel
utm_campaign	Campaign Name	spring_sale	The promotion or campaign
utm_term	Campaign Term	running+shoes	Paid search keywords
utm_content	Campaign Content	header_button, footer_link	Telling apart links in the same message

Naming Conventions

Analytics tools treat Email and email as two different values, so pick a convention and stick to it:

• Use lowercase everywhere
• Use _ or - instead of spaces
• Reuse the same source and medium names across campaigns (e.g. always email, never e-mail or newsletter-email)
• Keep campaign names descriptive but short: black_friday_2026

Shortening

UTM URLs get long. Use Save & Shorten to create a short link pointing to the full UTM URL - it's easier to share and still records the campaign data when clicked.

Saved and shortened links appear in My campaigns, grouped by website.

Where to See Results

In Google Analytics 4 go to Reports → Acquisition → Traffic acquisition and switch the dimension to Session source / medium or Session campaign.

Most other analytics tools (Plausible, Matomo, Umami, ...) read UTM parameters out of the box too.

Tip: Never add UTM parameters to internal links on your own site - they start a new session and overwrite the original source.

Saving Requires a Verified Email

You can build URLs without an account. To save and shorten them, sign in and verify your email address.