UTM Link Builder
Build tagged campaign links, so your analytics show which emails, ads and posts bring in visitors.
What UTM tags do
UTM tags are short labels added to the end of a link. When someone clicks it, your analytics tool reads the labels and records where the visit came from, so you can see which emails, ads and posts bring in visitors and sales.
Common source and medium values
| Where the link goes | utm_source | utm_medium |
|---|---|---|
| Email newsletter | newsletter | email |
| Google Ads | google | cpc |
| Facebook or Instagram ad | facebook | paid-social |
| Instagram bio link | instagram | social |
| Partner or affiliate post | partner-name | affiliate |
| SMS campaign | sms | sms |
UTM link builder FAQ
Which UTM parameters do I need?
Use utm_source, utm_medium and utm_campaign on every tagged link, so your analytics can group the traffic. utm_term and utm_content are optional and help when you want more detail, such as which keyword or which button brought the visit.
Are UTM parameters case-sensitive?
Yes, in most analytics tools, including Google Analytics. Email, email and EMAIL show up as three different mediums, so pick lowercase values and stick to them.
Should I use UTM tags on links within my own site?
No. Tag only links that bring people to your site from somewhere else. Tagging internal links can make your analytics credit the visit to your own link instead of where the visitor really came from.
Do UTM tags affect SEO?
UTM tags don't change the page itself. If tagged links get shared and crawled, a canonical tag on the page tells search engines which URL to index, so keep your canonical tags in place.