UTM Link Builder
Add tracking to a link so you can see in Google Analytics where visitors came from. Fill in the source, medium and campaign, copy the link, or turn it into a QR code. It runs in your browser.
Where the traffic comes from, for example newsletter or facebook.
The type of channel, for example email, social or cpc.
The promotion, for example spring-sale.
The keyword, for paid search.
Tells two links in the same message apart, for example blue-button.
Your campaign link
Fill in the source, medium and campaign name, and the link shows here.
Check a link
The five UTM parameters
| Parameter | Use | Example |
|---|---|---|
| utm_source | Where the traffic comes from (required) | newsletter, facebook, google |
| utm_medium | The type of channel (required) | email, social, cpc, referral |
| utm_campaign | The promotion or campaign (required) | spring-sale |
| utm_term | The paid search keyword (optional) | running-shoes |
| utm_content | Tells similar links apart (optional) | header-link, blue-button |
Naming rules that keep reports clean
- Use lower case only: Google Analytics treats Facebook and facebook as two sources.
- Use hyphens or underscores instead of spaces.
- Choose one name per channel and keep it, so reports do not split into many rows.
- Never put personal information such as an email address in a UTM value.
- Keep a shared sheet of the names your team uses.
Where to use UTM links
- Email newsletters and automated emails.
- Social posts, profile links and ads.
- Paid search and display ads (many ad platforms add their own tracking, so check before adding yours).
- QR codes on flyers, packaging and posters.
- Partner and guest-post links.
Where to find the results
In Google Analytics 4, open Reports, then Acquisition, then Traffic acquisition, and look at the Session source / medium and Session campaign columns. Visits from your UTM links appear there within a day.
How to use the UTM Link Builder tool
- Type the website address you want to link to.
- Press a quick fill such as Email newsletter, or type the source and medium. Add a campaign name.
- Copy the finished link. Use Check a link to read the tracking values in a link someone sent you.
Frequently asked questions
What is a UTM link?
A UTM link is a normal web address with extra tracking parameters at the end, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale. When someone clicks it, Google Analytics records which source, medium and campaign sent them.
Which UTM parameters are required?
Use utm_source (where the traffic comes from), utm_medium (the type of channel) and utm_campaign (the promotion) for every link. utm_term (paid search keywords) and utm_content (to tell two links apart) are optional.
What values should I use?
Be consistent. Use lower case and hyphens, and keep one name for each source, because Facebook and facebook are counted as different sources. Typical sources are newsletter, facebook and google, and typical mediums are email, social, cpc and referral.
Should I put UTM links on my own website's pages?
No. Use UTM links only for links that bring people to your site from outside, such as emails, ads, social posts and QR codes. A UTM link between your own pages starts a new session and spoils your reports.
Can I use a UTM link in a QR code?
Yes. It is a good way to measure printed material. Build the link here, then press Make a QR code for it and use medium values such as print or qr-code.