UTM link builder
Add campaign parameters to a link so your analytics shows where visitors came from.
How it works
The parameters are added to the query string of your URL, after any parameters it already has, and every value is URL-encoded. Analytics tools (Google Analytics, Matomo, Plausible and others) read them when a visitor lands.
Worked example
- https://example.com/pricing
- + source newsletter, medium email, campaign autumn_sale
- …/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=autumn_sale
Frequently asked questions
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the ones every analytics tool relies on. utm_term (paid keywords) and utm_content (which link or ad) are optional.
Should UTM values be lower case?
Yes. Analytics tools treat “Newsletter” and “newsletter” as different sources, so keep everything lower case and use the same names every time. The builder lower-cases values unless you turn it off.
Can I use UTM links on my own site’s internal links?
No. Internal UTM links start a new session in analytics and hide where visitors really came from. Use them only on links that point to your site from elsewhere.