UTM Link Builder
Build a batch
One source and medium per line, separated by a comma — the rest of the fields above are reused.
Why consistency matters more than the tool
UTM parameters are simple; keeping them tidy is the hard part. Analytics treats every spelling as a separate row, so one campaign tagged as "Facebook", "facebook" and "FB" appears as three, and none of the three shows the real number. Agree a convention once and stick to it.
What goes where
- utm_source — the specific place: google, facebook, newsletter.
- utm_medium — the channel type: cpc, email, social, referral.
- utm_campaign — the campaign name, the same across every link in it.
- utm_term — the paid keyword, for search ads.
- utm_content — which creative or link, for telling two variants apart.
Where not to use them
Never on internal links. A tagged internal link starts a fresh session and overwrites the original source, so a visitor who arrived from Google gets attributed to your own site. Tag only what people click from outside.
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Frequently Asked Questions
Source, medium and campaign. Term and content are optional and mostly used for paid search keywords and A/B variants. Analytics will accept a link with only some of them, but the reports become harder to read.
Because Analytics treats Facebook, facebook and FaceBook as three different sources, which quietly splits one campaign across three rows. Forcing lowercase is the single easiest way to avoid that.
No. An internal link with UTM parameters starts a new session and wipes the original source, so the visitor who arrived from Google gets recorded as coming from your own newsletter. Tag only links that arrive from outside.
The channel type, not the site: email, cpc, social, referral, affiliate. The site goes in source. So a Facebook ad is source=facebook, medium=cpc — not the other way round.
They create duplicate URLs, which is why a canonical tag pointing at the clean URL matters. They are fine on links people click from outside, and a bad idea in your sitemap or internal navigation.
No. The URLs are assembled in your browser, so campaign names you have not launched yet stay private.