Build a campaign tracking URL by adding UTM parameters to a base URL, ready to use in analytics tools like Google Analytics.
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UTM parameters are tags appended to a URL's query string that analytics tools like Google Analytics use to attribute traffic to a specific source, medium and campaign, letting you see exactly which newsletter, social post, or ad drove a visit rather than just seeing generic 'referral' traffic.
utm_source identifies where the traffic came from (e.g. 'newsletter', 'facebook'). utm_medium identifies the marketing medium (e.g. 'email', 'cpc', 'social'). utm_campaign identifies the specific campaign or promotion (e.g. 'summer_sale'). utm_term and utm_content are optional, used for paid keyword tracking and A/B testing different links within the same campaign, respectively.
Say your landing page URL already has a query parameter, https://example.com/landing-page?ref=abc, and you set source "newsletter", medium "email", campaign "summer_sale", leaving term and content blank. The result is https://example.com/landing-page?ref=abc&utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale, note the existing ?ref=abc parameter is preserved rather than overwritten, and the optional utm_term/utm_content parameters are simply left out since they weren't filled in.
Using inconsistent casing or wording for the same source/medium across different campaigns (like 'Newsletter' vs 'newsletter' vs 'email-newsletter'), analytics tools treat these as distinct values, inconsistency fragments your reporting into separate rows for what should be one channel.
Forgetting to set a canonical tag on the landing page pointing to the clean, UTM-free URL, without it search engines may index the tagged URL as a separate page from the plain version.
Adding UTM parameters to internal links between your own pages, UTM parameters are meant for tracking traffic arriving from outside sources, using them internally can incorrectly overwrite the original source/medium recorded for that visitor session.
No, but it's good practice to set a canonical tag on the landing page pointing to the clean URL without UTM parameters, so search engines consolidate ranking signals onto one version rather than treating tagged and untagged URLs as separate pages.
This tool preserves any existing query parameters on your base URL and adds the UTM parameters alongside them, rather than overwriting them.
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