UTM Builder

What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that tell Google Analytics (and other analytics tools) exactly where your traffic came from which platform, which campaign, and which specific link someone clicked. Without them, traffic from a social post or email often just shows up as generic "referral" or "direct" traffic, making it impossible to tell which campaigns are actually working.

What do the five UTM fields mean?

Source is where the traffic comes from (e.g. "newsletter" or "google"). Medium is the marketing channel type (e.g. "email" or "cpc"). Campaign is the specific promotion or initiative (e.g. "fall_sale"). Term is used for paid search to track keywords. Content is used to differentiate similar ads or links, like testing two different button colors in the same email.

FAQ

Which UTM fields are required?
Google Analytics requires Source, Medium, and Campaign Name to properly attribute traffic. Term and Content are optional and mainly used for paid search keywords and A/B testing different ad variations.

Will UTM parameters affect my page or SEO?
No UTM parameters are only used for analytics tracking and are ignored by your website's functionality. They also should not create duplicate-content SEO issues as long as your site uses canonical tags, which most modern websites do by default.