UTM Builder
Build trackable campaign URLs with utm_source, utm_medium, utm_campaign and optional content / term parameters.
Quick answer: Build trackable campaign URLs with utm_source, utm_medium, utm_campaign and optional content / term parameters.
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Frequently asked questions
- What are UTM parameters?
- Tracking tags appended to a URL (utm_source, utm_medium, utm_campaign, utm_content, utm_term) that analytics tools like GA4, Plausible and Matomo read to attribute traffic to a specific campaign.
- Which UTM params are required?
- Source, medium and campaign are universally treated as required. Content and term are optional and used for A/B variants and paid-search keywords.
- Does the builder save my URLs?
- No. Links are generated in your browser and not stored. Copy the link and save it in your campaign tracker of choice.
- What's the convention for naming?
- Lowercase, no spaces, dashes or underscores between words (e.g. spring-sale, hero_banner). The builder warns when a token has uppercase or whitespace because GA4 treats utm_source=Google and utm_source=google as two different sources.
- What's the difference between utm_source and utm_medium?
- Source = where the traffic comes from (google, facebook, newsletter). Medium = how it gets there (cpc, social, email). Source is the platform; medium is the channel type.
- What goes in utm_campaign?
- A name that groups all clicks for one initiative (spring-sale-2026, product-launch-q2, black-friday). Keep it consistent across all sources for the same campaign.
- Should I use utm_content?
- Yes if you want to compare creative variants — different banner sizes, button copy or images within the same campaign. Use values like hero-banner, sidebar-300x250, footer-cta.
- When should I use utm_term?
- Mostly for paid search. Set it to the keyword or audience that triggered the ad, e.g. running-shoes or remarketing-cart-abandoners.
- Will UTM params be visible to my visitors?
- Yes — they're plain query parameters in the URL bar. Don't put anything sensitive in them.
- Do UTM tags affect SEO?
- Slightly. Search engines may treat the same URL with and without UTM as duplicates. Don't use UTMs on internal links between pages of your own site, only on inbound campaign links.