How to use UTM Builder
- Paste the page address into Web address, including the https:// part.
- Fill in Source (utm_source), Medium (utm_medium) and Campaign (utm_campaign).
- Add Term (utm_term) or Content (utm_content) if the campaign needs them.
- The tagged link updates as you fill in the fields. Open it to check it lands on the right page.
Example: UTM Builder
Tag a page link for an email newsletter campaign.
Options
- Text case
- Keep the text as typed preserves your values. Convert values to lowercase standardizes the tags you add to this link.
- Replace tracking values already in the address
- On by default, so new values replace any UTM tags already in the link. Turn it off to keep the existing tags and ignore the ones you typed, which suits a link that was tagged by someone else and should not be changed.
Supported inputs and limits
Where your input is processed
This tool processes your input in this browser. Your text and files are not uploaded to UseFreeTools. Check this tool's limits for anything it may save on your device.
How the five UTM parameters reach your reports
A UTM tag is a plain query string value, so it works in any analytics tool that reads campaign parameters. utm_source answers where the click came from, utm_medium answers what kind of channel it was, and utm_campaign groups the traffic under one name. utm_term and utm_content add detail inside that group. The tags are part of the request URL, so the landing page and its analytics script read them when the page loads. That is why the tagged address must be the real link in the email, post or ad rather than a redirect that strips the query string. Test every new link by opening it and checking the landing page and the report before you send it.
Questions about UTM Builder
Which UTM parameters are required?
The builder requires utm_source, utm_medium and utm_campaign. utm_term and utm_content are optional. Tagging that leaves one of the three out is why traffic can show up as (not set) in a campaign report instead of being grouped.
What is the difference between utm_term and utm_content?
utm_term records the keyword that triggered a paid click. utm_content tells two links in the same campaign apart, which is how you compare a button against a text link.
Why is the old utm_source still in my link?
Replace tracking values already in the address is off, so the existing tag was kept and yours was ignored. Turn it on to overwrite, or clear the tag from the address first.
Do UTM values need to be lowercase?
No, but they should be consistent. Campaign values are case-sensitive, so Newsletter and newsletter are counted separately. Set Text case to Convert values to lowercase unless you have a reason to keep capitals.
Should I use spaces or underscores in a campaign name?
Use underscores or hyphens. A space is valid but is written as %20, which is harder to read and easy to mistype when the link is passed around.