UTM link generator
What Are UTM Parameters?
UTM tags (utm_source, utm_medium, utm_campaign...) are labels you append to URLs so Google Analytics can tell exactly which email, ad, or post drove each visit. Without them, all your traffic blends into "direct" and you are flying blind.
The Five Parameters
utm_source (where: newsletter, google), utm_medium (how: email, cpc, social), utm_campaign (which promotion: spring_sale), plus optional utm_term and utm_content for A/B variants. Consistent naming is everything — "Email", "email" and "e-mail" become three separate channels in your reports.
Best Practices
Use lowercase always, never use UTMs on internal links (it overwrites the original source), and keep a shared spreadsheet of campaign names so your whole team tags consistently.
How to Use the UTM Link Generator
Append utm_source, utm_medium, and utm_campaign parameters to any URL so Google Analytics can report exactly which email, ad, or social post drove each visit and conversion.
- Paste the destination page URL you want to promote.
- Fill in the source (where the link appears, e.g. newsletter), the medium (the channel, e.g. email), and the campaign name (e.g. spring-sale-2026).
- Click Generate, copy the tagged URL, and use that exact link — and only that link — in the campaign placement.
Example
Promoting a spring sale in your newsletter, you tag https://example.com/sale with source newsletter, medium email, and campaign spring-sale-2026. Every click is attributed correctly in Analytics instead of landing in unattributed direct traffic.
Frequently Asked Questions
Which UTM parameters are required?
utm_source, utm_medium, and utm_campaign are the three that Analytics reports on — treat them as required. utm_term and utm_content are optional extras for paid keywords and A/B variants of the same ad.
Should I tag links inside my own site?
Never. UTM-tagging internal links overwrites the visitor’s original traffic source and pollutes your reports. UTMs belong only on links pointing to your site from the outside.
Do UTM parameters hurt SEO?
No, when used properly. Search engines see the parameters but defer to the page’s canonical tag. Keep a canonical tag on the destination so indexed URLs stay clean.