Build UTM-tagged URLs for Google Analytics campaign tracking. Generate, preview, and copy campaign links for any marketing channel.
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UTM Parameters: Track Every Marketing Channel in GA4
UTM parameters are tags added to URLs that tell Google Analytics exactly where a visitor came from. Without UTM tags, GA4 groups most traffic as "Direct" or misattributes it. Proper UTM tagging gives you accurate channel data to make informed marketing decisions.
The 5 UTM Parameters
utm_source (required): The traffic source — google, facebook, newsletter, twitter
utm_medium: The marketing channel — cpc, email, social, banner, affiliate
utm_campaign (required): The campaign name — spring_sale, product_launch_2024
utm_term: The paid keyword (Google Ads only) — automatically populated with {keyword} ValueTrack parameter
utm_content: Differentiates ads in the same campaign — banner_v1, text_link, hero_cta (for A/B testing)
UTM Naming Conventions
Always lowercase — Google Analytics is case-sensitive (Facebook ≠ facebook)
Use underscores or hyphens for spaces — spring sale → spring_sale
Be consistent across your team — document a naming convention once and stick to it
Never use UTM parameters on internal links — they reset the session and break attribution
Frequently Asked Questions
UTM parameters don't directly affect SEO, but they can cause duplicate content issues if pages with UTM parameters get indexed. Use a rel=canonical tag pointing to the clean URL, or add UTM-parameterized URLs to robots.txt Disallow. Google Search Console generally understands UTM parameters, but canonical tags are the safest approach.
utm_source is the specific platform or website (google, facebook, mailchimp). utm_medium is the type of channel (cpc, email, social, organic). Example: utm_source=google&utm_medium=cpc means paid search on Google. utm_source=google&utm_medium=organic would mean organic search (though Google Analytics auto-detects this — you wouldn't tag organic links). utm_source=newsletter&utm_medium=email means your own email newsletter.
For Google Ads, use ValueTrack parameters for keyword-level tracking (utm_term={keyword}) and auto-tagging (gclid) instead of manual UTMs where possible. Manual UTMs on Google Ads override auto-tagging and lose click-level data. Best practice: enable auto-tagging in Google Ads settings and use utm_campaign, utm_source, utm_medium for campaign-level segmentation if needed.
In GA4: Reports → Acquisition → Traffic Acquisition (campaign dimension). Also in Explore → create a custom exploration with source/medium/campaign dimensions. In Universal Analytics (deprecated): Acquisition → Campaigns. You can see utm_source as 'Source', utm_medium as 'Medium', utm_campaign as 'Campaign', utm_content as 'Ad Content', and utm_term as 'Keyword' in the standard acquisition reports.