UTM Builder Tool

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to URLs that help you track the effectiveness of marketing campaigns in Google Analytics and other analytics tools.

UTM Parameters Explained

• utm_source: Identifies which site sent the traffic (e.g., google, facebook, newsletter)
• utm_medium: Identifies what type of link was used (e.g., cpc, email, social)
• utm_campaign: Identifies a specific product promotion or strategic campaign (e.g., summer_sale)
• utm_term: Identifies search terms (mainly for paid search campaigns)
• utm_content: Identifies what specifically was clicked to bring the user to the site

Why Use UTM Parameters?

• Track Campaign Performance: See which campaigns drive the most traffic and conversions
• Measure ROI: Calculate return on investment for different marketing channels
• Optimize Marketing: Identify the best-performing sources and mediums
• A/B Testing: Compare different versions of ads or content
• Attribution: Properly attribute conversions to the right marketing efforts

Best Practices

• Use consistent naming conventions (lowercase, underscores instead of spaces)
• Keep parameter values short and descriptive
• Always use utm_source, utm_medium, and utm_campaign (required parameters)
• Document your UTM strategy for team consistency
• Test your UTM URLs before launching campaigns
• Consider URL shortening for long UTM URLs