UTM Link Builder
Build campaign tracking URLs without touching spreadsheets.
How UTM parameters work
UTM parameters are query strings appended to a URL that analytics tools (Google Analytics, Plausible, Matomo) read to attribute visits to a campaign. The two required values are source — where the traffic comes from, like "newsletter" or "twitter" — and medium — the channel type, like "email", "cpc" or "social".
The optional fields add depth: campaign groups links into one initiative, term records the paid keyword, and content distinguishes between links inside the same message (for example "hero-button" vs "footer-link").
Use lowercase consistently and keep names stable across a campaign — "Spring-Sale" and "spring-sale" will show up as two separate rows in your reports.
FAQ
Do UTM parameters hurt SEO?
Parametrized URLs can create duplicate pages if they get indexed. Link to the clean URL from your site and use canonical tags; use UTM links only in external placements.
Can I use UTM links in emails?
Yes — email is the classic use case. Set source to your newsletter name and medium to "email" so each send is attributed correctly.
Why is my UTM data missing in reports?
Check the link actually kept its parameters: redirects, link shorteners and some messaging apps strip query strings. Test the final URL in a browser before sending.