Free tools · Analytics
UTM Builder
Build tidy tracking links for your ads and emails, with the casing fixed for you.
Campaign details
Your UTM link
What each parameter does
utm_source
Where the click comes from, the exact platform or referrer. e.g. google, linkedin, newsletter
utm_medium
The marketing channel or type of traffic. e.g. cpc, email, social, referral
utm_campaign
The promo or launch this link belongs to. e.g. spring-sale, product-launch
utm_term / optional
The paid keyword you are bidding on, mostly for search ads. e.g. running-shoes
utm_content / optional
Tells near-identical links apart, like A/B variants. e.g. cta-button, hero-banner
Best practice
Keep everything lowercase with dashes and stay consistent. Analytics reads Email, email and e-mail as three separate channels.
FAQ
UTM Builder, answered.
What is a UTM parameter?
A tag stuck on the end of a link that tells your analytics where the visitor came from. utm_source, utm_medium and utm_campaign are the three that matter. Without them most of your traffic gets filed as direct and you lose the ability to tell what worked.
Should UTM parameters be lowercase?
Yes, and this tool forces it. Analytics treats Facebook and facebook as two separate sources, so one stray capital splits a campaign across two rows in your report. Mixed casing is the most common way UTM data gets quietly ruined.
What is the difference between utm_source and utm_medium?
Source is where it came from. Medium is how. Source is facebook, a newsletter, or a partner site. Medium is cpc, email or referral. Keep your mediums to a short fixed list and the reports stay readable.
Do UTM links affect SEO?
Not on ads and emails, which is what they are for. Keep them off your own internal links: a UTM there can restart the visit in some analytics setups and it makes duplicate addresses for search engines. Tag your campaigns, never your own menu.
Where this stops being a calculator
Clean links are step one. The reporting gaps we find sit further down: a form that never fires, a CRM field nobody mapped, a thank-you page with no tracking on it. We go and find them.
Two marketers. Your whole account.
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