UTM builder.Know which link brought each visitor.
Enter the page and where the link will be shared. You get a campaign link Google Analytics reads, with values tidied so “Email” and “email” never show up as two sources.
Your link
The page people land on.
Where will you share it?
Where the visit comes from (utm_source).
The kind of link (utm_medium).
Which promotion (utm_campaign).
Paid keyword, optional (utm_term).
Tells two links apart, optional (utm_content).
Ads or import ID, optional (utm_id).
Campaign link
Enter a page address to build the link.
What each tag does
- utm_source
- Where the visitor came from: newsletter, google, facebook.
- utm_medium
- The type of link: email, cpc, social. Google Analytics uses it to pick the channel.
- utm_campaign
- The promotion or launch the link belongs to.
- utm_term and utm_content
- Optional: the paid keyword, and a label to tell apart two links in the same campaign.
Keeping reports clean
- Agree on names
- Pick one spelling for each source and medium and use it every time. Write the list down for your team.
- Use standard mediums
- email, cpc, social and referral land in the right default channels in Google Analytics.
- Never tag your own links
- UTM tags on links inside your site start a new session and hide where the visitor really came from.
- Shorten for print
- For posters and QR codes, put the long tagged link behind a short one.
Questions
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Tags added to the end of a link, such as ?utm_source=newsletter&utm_medium=email, that tell Google Analytics where a visit came from.
Google recommends utm_source, utm_medium and utm_campaign on every tagged link. utm_term, utm_content and utm_id are optional.
Yes. Google Analytics treats “Email” and “email” as two different mediums, which is why this builder uses lower case by default.
No, as long as you use them only on links from outside your site. Google ignores them for ranking, and your canonical tag keeps the clean address in search.
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