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UTM Campaign Toolkit

Campaign URL Builder

A free campaign URL builder for Google Analytics, Google Ads, Meta and any platform that reads UTMs. Add UTM parameters to any link with a live preview, instant validation, platform presets and QR codes — all in your browser, nothing sent to a server.

Campaign URL builder

Platform presets

Fills source & medium
Required

The full destination URL, including https://

utm_source

Where the traffic comes from — the referrer or platform.

utm_medium

The marketing channel or type of link.

utm_campaign

The specific promotion, launch or initiative.

Optional
utm_id

A campaign ID to tie links to a specific campaign in GA4.

utm_term

Paid-search keyword for this ad.

utm_content

Differentiate similar links — great for A/B testing.

Your campaign URL

Your generated URL will appear here.

Start with a website URL, then add source, medium and campaign.

The basics

What are UTM parameters?

UTM parameters — short for Urchin Tracking Module — are tags you append to a link’s query string. Analytics platforms like Google Analytics 4 read them to show exactly where a visitor came from and which campaign sent them.

A tagged link looks like this, with each utm_* value describing a different dimension of the traffic:

https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring-sale

Without them, most analytics tools lump paid, social and email visits together as “direct” or “referral” traffic — leaving you guessing which channel actually drove results.

Reference

The UTM parameters explained

Three parameters are essential; three are optional. Here’s what each one does and when to use it.

utm_sourceRequired

Source

Identifies where the traffic comes from — the platform or referrer.

googlefacebooknewsletter
utm_mediumRequired

Medium

The marketing channel or type of link.

cpcemailpaid-social
utm_campaignRequired

Campaign

The specific promotion, launch or initiative the link belongs to.

spring-sale-2026product-launch
utm_idOptional

Campaign ID

A campaign identifier, often matching an ad-platform or CRM ID. Used by GA4.

abc-123promo_88
utm_termOptional

Term

The paid-search keyword associated with the click.

running+shoescrm+software
utm_contentOptional

Content

Differentiates similar links in the same ad or page — ideal for A/B tests.

hero-ctafooter-link
Do this

Best practices

Clean, consistent tagging is what makes campaign data trustworthy. These rules keep your reports readable.

  1. 01

    Use lowercase everywhere

    Analytics treats Facebook and facebook as different sources. Standardise on lowercase to keep reports clean.

  2. 02

    Replace spaces with hyphens

    Spaces become %20 and are hard to read. Use hyphens or underscores — and pick one convention, then stick to it.

  3. 03

    Keep a naming convention

    Agree on values for source and medium across your team so data doesn’t fragment. Document them in a shared sheet.

  4. 04

    Only tag external links

    Never add UTMs to internal links between your own pages — it resets the session source and corrupts attribution.

  5. 05

    Be consistent with medium

    Use the same medium for the same channel every time: email for all email, cpc for all paid search.

  6. 06

    Keep URLs short

    Long, over-tagged URLs look spammy and can break in some clients. Only add the parameters you’ll actually analyse.

Avoid this

Common mistakes

The same handful of errors quietly ruin campaign data. Here’s how to fix each one.

Mistake

Tagging internal links

Do instead

Only tag links coming from outside your site — ads, emails, social, partners.

Mistake

Inconsistent casing (Email vs email)

Do instead

Lowercase every value so the same channel groups into one row.

Mistake

Using spaces in values

Do instead

Use hyphens: spring-sale, not “spring sale”.

Mistake

Different mediums for one channel

Do instead

Pick one medium per channel — e.g. always cpc for paid search.

Mistake

Forgetting the campaign name

Do instead

Always set utm_campaign so links can be grouped by initiative.

Mistake

Leaving values in the URL bar publicly

Do instead

Shorten links for print/social so the tags aren’t visible or editable.

Worked examples

Examples by channel

Real tagging patterns for the channels marketers use most. Copy the structure, swap in your own values.

Google Ads

Paid search ad for a spring promotion

https://example.com/landing?utm_source=google&utm_medium=cpc&utm_campaign=spring-sale-2026&utm_term=running-shoes

TipUse utm_term for the target keyword. If auto-tagging (gclid) is on, keep UTMs consistent to avoid double-counting.

Facebook Ads

Paid social carousel promoting a new product

https://example.com/landing?utm_source=facebook&utm_medium=paid-social&utm_campaign=launch-q3&utm_content=carousel-blue

TipUse utm_content to tell creative variants apart (carousel-blue vs carousel-red) for cleaner A/B analysis.

Email campaign

Monthly newsletter with a featured article

https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=july-digest&utm_content=header-cta

TipKeep medium as “email” across all sends so email traffic groups together in reports.

Influencer marketing

Sponsored post from a creator on Instagram

https://example.com/landing?utm_source=instagram&utm_medium=influencer&utm_campaign=creator-collab&utm_content=jane-doe

TipPut the creator’s handle in utm_content so you can compare performance across partners in one campaign.

Affiliate campaign

Partner link from an affiliate network

https://example.com/landing?utm_source=partnerstack&utm_medium=affiliate&utm_campaign=q3-partners&utm_content=blog-review

TipUse a consistent medium=affiliate and identify each partner via utm_source or utm_content.

Questions

Frequently asked questions

What is UTM Campaign Toolkit?

UTM Campaign Toolkit adds UTM parameters to a link so analytics tools like Google Analytics can attribute traffic and conversions to a specific source, medium and campaign. You enter your destination URL and campaign details, and it produces a ready-to-share tagged link.

What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags appended to a URL — utm_source, utm_medium, utm_campaign, utm_id, utm_term and utm_content. Analytics platforms read these tags to show exactly where your visitors came from.

Which UTM parameters are required?

utm_source, utm_medium and utm_campaign are the three core parameters and should always be set. utm_id, utm_term and utm_content are optional and used for campaign IDs, paid-search keywords and A/B content variants respectively.

Should UTM values be lowercase?

Yes. Analytics tools treat utm_source=Facebook and utm_source=facebook as two different sources, which fragments your reports. Standardise on lowercase and use hyphens instead of spaces.

Is UTM Campaign Toolkit free?

Yes, it is completely free with no sign-up. Everything runs in your browser — your URLs and campaigns are never sent to a server, and recent campaigns are stored locally on your device.

Can I generate a QR code for my campaign link?

Yes. Once your URL is built you can generate a QR code and download it as a PNG for print, packaging, events or out-of-home placements — with the same UTM tracking baked in.

Does it work on mobile?

Yes. The builder is mobile-first and fully responsive, with large touch targets and a layout that adapts from phone to desktop.

How do I import an existing tagged URL?

Paste any URL that already contains UTM parameters into the import field and the builder will split it back into the individual fields so you can tweak and re-generate it.

What is a campaign URL builder?

A campaign URL builder is a tool that appends UTM tracking parameters to a destination link. You provide the page URL plus your campaign details, and it assembles a single tagged link that analytics tools use to attribute visits and conversions to the right source, medium and campaign.

How do I use the campaign URL builder?

Enter your destination URL, then fill in the campaign source, medium and campaign name (utm_id, utm_term and utm_content are optional). The tagged URL is generated instantly at the top — copy it, or generate a QR code — and there is nothing to install or sign up for.

How do I use the Google Campaign URL Builder?

Google's Campaign URL Builder works the same way: you enter a website URL and campaign fields, and it outputs a link with utm_ parameters attached. This toolkit builds identical, Google Analytics–compatible links, adds live validation and lowercase normalisation, and keeps everything in your browser so nothing is sent to a server.

How do I build UTM URLs with the Google Campaign URL Builder?

To build UTM URLs, add utm_source, utm_medium and utm_campaign (and optionally utm_id, utm_term and utm_content) to your link. Type each value into its field here and the full UTM URL is assembled for you automatically — the same GA-ready result as the Google Campaign URL Builder, with mistakes flagged as you go.

What is campaign source in a URL builder?

Campaign source (utm_source) names where the traffic originates — the specific site, platform or channel, such as google, facebook, newsletter or linkedin. It is one of the three required UTM parameters and answers the question "who sent this visitor?"

What is campaign medium in a URL builder?

Campaign medium (utm_medium) describes the type of channel the link is used in, such as cpc, email, social, referral or organic. Paired with campaign source, it lets analytics tools group traffic by marketing channel — for example, source=google with medium=cpc identifies paid search.

Reference

Glossary of marketing terms

A quick reference for the terms you’ll meet while tagging and analysing campaigns.

UTM
Urchin Tracking Module. A set of URL parameters used to track the effectiveness of marketing campaigns across traffic sources.
utm_source
The referrer or platform sending traffic — e.g. google, facebook, newsletter. Answers “where did this visit come from?”.
utm_medium
The marketing channel or type of traffic — e.g. cpc, email, paid-social, referral. Answers “what kind of link was it?”.
utm_campaign
The specific campaign, promotion or initiative — e.g. spring-sale-2026. Groups links that belong to the same effort.
utm_id
A campaign ID used to tie links to a campaign in tools like GA4, often matching an ad-platform or CRM identifier.
utm_term
The paid-search keyword associated with the click. Primarily used for manual keyword tagging in search campaigns.
utm_content
Differentiates similar links within the same ad or page — e.g. hero-cta vs footer-link. Ideal for A/B testing creatives.
CPC
Cost per click. A common utm_medium value for paid-search advertising where you pay each time someone clicks.
Attribution
The process of assigning credit for a conversion to the marketing touchpoints that led to it. UTMs feed attribution models.
URL encoding
Converting characters that aren’t URL-safe into percent-encoded equivalents (a space becomes %20) so the link stays valid.
Landing page
The destination URL a campaign link points to — the first page a visitor sees after clicking.
GA4
Google Analytics 4, the current version of Google Analytics, which reads UTM parameters to populate its traffic-acquisition reports.