Free Tool

UTM Link Builder

Add UTM parameters to any URL to track campaign performance in Google Analytics and other analytics platforms.

Website URL *

Campaign Source *utm_source

Identifies which site or platform sent the traffic (e.g., google, newsletter, twitter).

Campaign Medium *utm_medium

Identifies the marketing medium (e.g., cpc, email, social, referral, banner).

Campaign Name *utm_campaign

Identifies the specific campaign or promotion (e.g., spring_sale, product_launch, black_friday).

Campaign Term utm_term

Identifies paid search keywords. Used primarily for paid search campaigns.

Campaign Content utm_content

Differentiates similar content or links within the same ad or email (e.g., header_cta, sidebar_banner).

Generated URL

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Real-Time Preview

See your UTM-tagged URL update instantly as you type. No submit buttons needed.

Smart Suggestions

Click into any field to see common values for source, medium, campaign, and content.

Syntax Highlighting

UTM parameters are color-coded in the output so you can verify each tag at a glance.

One-Click Copy

Copy your complete tagged URL to clipboard with a single click.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that tell analytics platforms where your traffic is coming from. When someone clicks a UTM-tagged link, the parameters are sent to Google Analytics (or any analytics tool), allowing you to see exactly which campaigns, channels, and content are driving traffic and conversions.

The 5 UTM Parameters Explained

utm_source

Source

Identifies the platform or website that is sending you traffic. Examples: google, facebook, newsletter, partner_blog. This is the most important UTM parameter and should always be included.

utm_medium

Medium

Identifies the marketing channel or type of traffic. Examples: cpc (cost per click), email, social, referral, display. Use consistent naming conventions across all campaigns.

utm_campaign

Campaign

Identifies the specific campaign, promotion, or strategic initiative. Examples: spring_sale_2026, product_launch, black_friday. Use lowercase with underscores for consistency.

utm_term

Term

Identifies paid search keywords. Primarily used for Google Ads campaigns to track which search terms triggered your ad. Can be left empty for non-search campaigns.

utm_content

Content

Differentiates similar content or links within the same campaign. Useful for A/B testing. Examples: header_cta vs footer_link, blue_button vs green_button.

UTM Tracking Best Practices

Be consistent with naming. Use lowercase and underscores (spring_sale, not Spring Sale or SpringSale). Google Analytics treats utm_source=Google and utm_source=google as different sources.
Always use at least source, medium, and campaign. These three parameters give you enough data to identify where traffic came from and why. Term and content are optional but useful for deeper analysis.
Document your naming conventions. Create a shared spreadsheet or document that lists approved values for each parameter. This prevents fragmentation in your analytics data.
Don't use UTM parameters for internal links. Adding UTM tags to links within your own website will override the original traffic source and create misleading attribution data.
Shorten long UTM URLs. Tagged URLs can get lengthy. Use a URL shortener for social media and other places where clean URLs matter. The UTM parameters will still be captured.
Combine UTM tracking with affiliate tracking. When running affiliate and referral programs, use UTM parameters alongside affiliate tracking codes to get a complete picture of your marketing performance.

UTM Parameters and Affiliate Marketing

UTM parameters and affiliate tracking serve different but complementary purposes. Affiliate tracking (via referral codes and cookies) handles commission attribution, while UTM parameters provide campaign-level analytics data.

For example, an affiliate might share a link like: yoursite.com?ref=PARTNER1&utm_source=partner_blog&utm_medium=referral&utm_campaign=summer. The ref parameter handles affiliate attribution, while the UTM parameters tell Google Analytics where the traffic came from.

Refgrow supports both affiliate tracking and UTM parameters out of the box. Your affiliates get unique referral links with proper tracking, and you get full analytics visibility into campaign performance.

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