What UTM parameters are
UTM parameters are short labels added to the end of a link, after a question mark, so that analytics software can tell where a visit came from. The five standard ones are utm_source (the site or list that sent the click), utm_medium (the kind of channel, such as email or cpc), utm_campaign (the promotion name), utm_term (a keyword, mostly for paid search) and utm_content (a way to tell similar links or ads apart).
A tagged link looks like your normal address followed by pairs such as utm_source=newsletter. The page the visitor lands on is identical; only the analytics report changes, because the labels travel along with the click.
Why tagging links is worth the effort
Without labels, traffic from an email, a social post or a partner link often lands in a vague bucket, and it becomes hard to say which effort produced visits. Tagging each link separately lets you compare channels and individual campaigns in your analytics reports.
It also helps teams stay consistent. If one person writes "Email" and another writes "email", reports may list them separately, so agreeing on lowercase names and a naming pattern beforehand saves cleanup later. A builder that assembles the link for you removes typos in the parameter names themselves.
How to build a tagged URL with this tool
- Enter the page address in Website URL. It must be a full address starting with https:// or http://, otherwise the result box asks for a valid URL.
- Fill in Campaign source, Campaign medium and Campaign name. The form starts with sample values you can overwrite.
- Optionally add Term and Content. Empty fields are left out of the link.
- Read the finished link in the Full URL box, which updates as you type.
- Click Copy and use the link in your email, ad or post.
The link is assembled in your browser with the standard URL handling built into it, so special characters such as spaces are encoded for you. No data is sent anywhere.
Good habits and limits
Keep names short, lowercase and consistent, and use hyphens instead of spaces. Never put personal data such as an email address in a parameter, because the link can be shared, stored in logs and seen by others.
Do not tag links that point from one page of your own site to another. The labels can overwrite how the visit is attributed and split up a single session. Reserve them for links that bring people in from outside.
This tool sets the three main parameters if they are filled in and the two optional ones when you add text. If your address already contains a parameter with the same name, the tool replaces it. It does not shorten links; for sharing in a space with a tight limit, you can run the result through a separate shortener. For the page you land on, you may also want a Canonical Tag Generator result so tagged variants point back to the clean address.