Question 1

What are UTM parameters?

Accepted Answer

UTM (Urchin Tracking Module) parameters are five query string tags — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — appended to a URL so Google Analytics and other analytics platforms can tell you exactly where a visit came from, instead of just showing it as generic "referral" or "direct" traffic.

Question 2

Which UTM parameters are required, and which are optional?

Accepted Answer

utm_source (where the traffic comes from, e.g. "newsletter"), utm_medium (the marketing channel, e.g. "email"), and utm_campaign (the specific campaign name, e.g. "spring-sale") are required. utm_term and utm_content are optional — utm_term is traditionally used for paid search keywords, and utm_content to differentiate similar links or ads within the same campaign (e.g. A/B testing two banner creatives).

Question 3

Does this tool send or store the URLs I build?

Accepted Answer

No. The URL is built entirely in your browser using JavaScript string logic — nothing you type is ever sent to a server, logged, or stored. Refreshing or closing the page clears everything.

Question 4

Should UTM values be lowercase?

Accepted Answer

Yes, it is strongly recommended. Google Analytics treats UTM values as case-sensitive, so "Newsletter" and "newsletter" are reported as two separate sources. This tool warns you if a field contains uppercase letters or spaces so you can catch inconsistent tagging before you publish a link.

Question 5

What happens if my base URL already has query parameters or old UTM tags?

Accepted Answer

Any existing non-UTM query parameters (like a product ID or referral code) are preserved as-is. If the base URL already has utm_source, utm_medium, utm_campaign, utm_term, or utm_content on it, those are overwritten with the values you enter here — and if you leave utm_term or utm_content blank, any old value for that field is removed from the final URL.

Question 6

Can I use this for social media, email, or paid ad links?

Accepted Answer

Yes — UTM tagging is platform-agnostic. Use utm_medium to describe the channel (e.g. "social", "email", "cpc", "affiliate") and utm_source for the specific platform or list (e.g. "facebook", "mailchimp", "google"). The same tagged URL works anywhere a link can be pasted.

UTM Campaign URL Builder

Campaign Details

Generated URL

Frequently Asked Questions

What are UTM parameters?

Which UTM parameters are required, and which are optional?

Does this tool send or store the URLs I build?

Should UTM values be lowercase?

What happens if my base URL already has query parameters or old UTM tags?

Can I use this for social media, email, or paid ad links?

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