Learn how to create UTM links for tracking marketing campaigns in Google Analytics. Free UTM builder tool with all parameters explained. Improve your campaign attribution.
UTM parameters are tags added to the end of a URL that help Google Analytics (and other analytics platforms) identify where your traffic came from. Without UTM tags, you see "Direct Traffic" instead of knowing which specific email, social post, or ad drove the visit.
The Five UTM Parameters
- utm_source - The platform sending traffic (e.g., newsletter, facebook, twitter)
- utm_medium - The marketing channel (e.g., email, social, cpc, banner)
- utm_campaign - The specific campaign name (e.g., summer_sale, product_launch)
- utm_term - Usually for paid search keywords
- utm_content - Differentiates between similar links in the same campaign (e.g., button_vs_banner)
Our UTM Link Generator builds these URLs correctly every time.
Best Practices
Use consistent naming conventions so your analytics data doesn't get messy. Always use lowercase for values (Facebook vs facebook creates two sources). Don't add UTM tags to internal navigation links - they reset the session source.