Keep every tag lowercase
Analytics tools treat Newsletter and newsletter as two different sources, so one campaign ends up split across two rows in every report. Pick lowercase and never deviate.
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UTM Builder
Build clean, consistent campaign URLs in seconds. Fill in the fields, copy the finished link, and your analytics will attribute the traffic correctly. Everything runs in your browser.
Naming conventions
Three habits that keep campaign reports readable
Fix the medium vocabulary first
Medium is the channel type and should come from a short fixed list — email, cpc, social, referral. Source is the specific sender within it. Teams that blur the two lose the ability to compare channels at all.
Never tag an internal link
A UTM on a link between your own pages starts a new session and overwrites the original source, so the campaign that actually brought the visitor loses the credit. Tag only links arriving from somewhere else.
FAQ
About UTM links
What is a UTM parameter?
UTM parameters are tags added to a URL that tell analytics tools where traffic came from. The five standard tags are utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
Are utm_source, utm_medium, and utm_campaign required?
Source, medium, and campaign are the three core parameters most teams use. Term and content are optional and typically used for paid search keywords and A/B variants.
Does this UTM builder store my data?
No. The builder runs entirely in your browser and does not send or store the URLs you create.
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