UTM Builder

They are tags added to the end of a URL — like ?utm_source=newsletter — that analytics tools use to attribute a visit to a specific campaign, channel or ad. “UTM” stands for Urchin Tracking Module, after the software Google Analytics grew from.

Source, medium and campaign. Those three are the backbone of campaign reporting. Term and content are optional and used mainly for paid-search keywords and for distinguishing two versions of the same link.

Source is the specific origin — google, facebook, a newsletter name. Medium is the broad channel type — cpc, email, social, referral. Think of medium as the category and source as the individual sender within it.

Best to stick to lowercase. Analytics treats utm_source=Facebook and utm_source=facebook as two different sources, which splits your data. Pick one convention — usually lowercase with underscores — and use it everywhere.

Yes. Google Analytics reads them automatically, and most other platforms (Matomo, Plausible, Piwik, marketing suites) recognise the same five keys. They are an informal industry standard, not a Google-only feature.

No. They are just extra text in the query string; your server ignores them and serves the same page. They only exist for analytics to read.

Both are preserved. Existing parameters stay, the utm keys are added after them, and any #section anchor is kept at the end so in-page links still jump to the right place.

No — only on links that point to your site from outside. Tagging internal links restarts the session attribution and overwrites the original source, which corrupts your reports.

The build happens entirely in your browser; the URL and values you enter are never uploaded. Note that the finished link itself is public once you share it — do not put anything sensitive in the parameters.