Add campaign tags to any link so your analytics can tell exactly where every click came from. Fill it in, copy the URL, done. Runs in your browser - nothing is stored.
Tagging links is step one. Step two is seeing revenue, conversions and conversion rate by exactly that source - live, with one line on your site. No cookie banner, no signup to try.
A UTM parameter is a short tag added to the end of a URL that tells your analytics where a visitor came from. When someone clicks a tagged link, the tags travel with them, so instead of a vague "direct" or "referral" you see the exact campaign, channel and source that earned the click. UTM stands for Urchin Tracking Module, named after the analytics company Google acquired in 2005 that became Google Analytics.
| Parameter | Required | What it captures |
|---|---|---|
utm_source | Yes | Where the traffic comes from - the referrer. e.g. google, facebook, newsletter. |
utm_medium | Yes | The marketing channel or type. e.g. cpc, email, social, banner. |
utm_campaign | Yes | The specific promotion or push. e.g. summer_sale, launch_2026. |
utm_term | Optional | Paid-search keyword. Optional, mostly for PPC. |
utm_content | Optional | Tells near-identical links apart. e.g. hero_cta vs footer_link for A/B tests. |
A UTM parameter is a small tag you add to the end of a URL - like ?utm_source=google&utm_medium=cpc - so your analytics can tell exactly which campaign, channel and source sent each visitor. UTM stands for Urchin Tracking Module, the analytics tool Google bought in 2005.
Three are enough for almost everything: utm_source (where it came from), utm_medium (the channel type) and utm_campaign (the specific promotion). utm_term and utm_content are optional and mostly used for paid search keywords and A/B testing variants.
Yes. UTM values are case-sensitive, so Google and google are counted as two different sources and split your reports. Keep everything lowercase and use underscores or hyphens instead of spaces. This builder can enforce that automatically.
No. UTM parameters are ignored by search engines for ranking and only affect analytics attribution. As a good habit, avoid putting UTM links in your own internal navigation, since that can overwrite the real original source of a visit.
Yes. It runs entirely in your browser, nothing you type is sent to a server or stored, and there is no signup. Build as many campaign URLs as you like.
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