SEO GENERATORS
UTM Builder — Campaign URL Tag Generator (Free)
Add UTM parameters — source, medium, campaign, term, and content — to any URL for campaign tracking in Google Analytics. Runs in your browser, free.
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Build a tagged campaign URL by filling in the UTM fields and letting the tool append them, correctly URL-encoded, to your link. UTM parameters are the tags on the end of a URL that let Google Analytics tell you exactly where a visitor came from — which newsletter, which ad, which social post drove the click.
The five parameters
| Parameter | Required? | Answers |
|---|---|---|
| utm_source | Yes | Where — newsletter, google, facebook |
| utm_medium | Yes | How — email, cpc, social |
| utm_campaign | Yes | Which promotion — summer_sale |
| utm_term | Optional | Paid keyword — running shoes |
| utm_content | Optional | Which link/variant — header_button |
A tagged URL, broken down
Take this campaign link and see what each piece does:
https://example.com/sale ← the destination (base URL)
?utm_source=newsletter ← where the traffic comes from
&utm_medium=email ← the channel type
&utm_campaign=summer_sale ← the promotion name
&utm_content=header_button ← optional: which link, for A/B testing
&utm_term=running+shoes ← optional: paid-search keyword
Frequently asked questions
- Why does capitalisation matter so much?
- Analytics treats UTM values as exact, case-sensitive strings, so 'Facebook', 'facebook', and 'FB' become three separate sources that split your data across three rows. Agree on a lowercase, consistent naming convention so campaign traffic rolls up cleanly.
- Should I tag internal links on my own site?
- No — a common mistake. Tagging internal links can overwrite the original source attribution and start a new session, corrupting reports. Use UTMs only on inbound links from outside your site: emails, ads, other domains.
- Do UTMs hurt SEO or create duplicate content?
- Generally no. Search engines recognise UTM parameters and typically treat the clean URL as canonical, especially with a proper canonical tag. They're a tracking convention, not a ranking factor.
- Is my link uploaded?
- No. The tagged URL is assembled from your inputs in the browser, so you can build links for unlaunched campaigns privately.