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How to Build UTM Tracking URLs - Step by Step Guide

Step 1

Enter Your Base URL

Start by entering the destination URL where you want to send traffic. This is the webpage users will land on after clicking your tracked link. UTM parameters help you track campaign performance in Google Analytics:

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Landing pages: Product pages, blog posts, or campaign-specific pages
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Homepage: Your website's main page for brand awareness campaigns
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Special offers: Promotional pages with discounts or limited-time deals
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Any valid URL: Works with existing query parameters and maintains URL structure

Example: Base URL

A typical landing page URL before adding UTM parameters:

https://www.example.com/products/running-shoes
Step 2

Add Required UTM Parameters

Fill in the three required UTM parameters to identify your traffic source, medium, and campaign:

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utm_source: Identify where traffic comes from (google, facebook, newsletter, twitter)
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utm_medium: Identify the marketing medium (cpc, email, social, banner, affiliate)
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utm_campaign: Name your specific campaign (spring_sale, product_launch_2025, back_to_school)
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Best Practice: Use lowercase and underscores instead of spaces for consistency

Example: Common UTM Combinations

Examples for different marketing channels:

Facebook Ad Campaign:

source: facebook
medium: social
campaign: summer_sale_2025

Email Newsletter:

source: newsletter
medium: email
campaign: weekly_digest

Google Ads:

source: google
medium: cpc
campaign: brand_keywords
Step 3

Add Optional Parameters (Advanced)

Enhance your tracking with optional parameters for more detailed analytics:

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utm_term: Identify paid search keywords (running_shoes, blue_jacket, winter_coat)
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utm_content: Differentiate similar content or links for A/B testing (banner_ad, text_link, logo_link, cta_button)
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Use Case: Perfect for comparing ad variations or testing different placements

Example: Complete UTM URL

A fully tracked URL with all parameters:

https://www.example.com/products/running-shoes?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale_2025&utm_term=running_shoes&utm_content=ad_variant_a
Step 4

Copy and Use Your Tracking URL

Your tracking URL is ready to use in your marketing campaigns:

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Copy URL: One-click copy to use in social media posts, email campaigns, or advertisements
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Test URL: Click "Test URL" to verify your tracking link with our API Tester
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Download report: Save your UTM parameters and URL for documentation and team sharing
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Track in Analytics: View campaign performance in Google Analytics under Acquisition → Campaigns → All Campaigns

Frequently Asked Questions

What are UTM parameters and why do I need them?

UTM parameters are tags you add to URLs to track the effectiveness of marketing campaigns in Google Analytics. They help you understand which campaigns, sources, and content drive the most traffic and conversions to your website. Without UTM parameters, all traffic appears generic in your analytics.

What's the difference between utm_source, utm_medium, and utm_campaign?

utm_source identifies where traffic comes from (facebook, google, newsletter). utm_medium identifies the type of link (email, social, cpc, banner). utm_campaign identifies the specific promotion or campaign (summer_sale, product_launch). Think of it as: "Traffic from [source] via [medium] for [campaign]."

Are UTM parameters case-sensitive?

Yes! UTM parameters are case-sensitive in Google Analytics. "Summer_Sale" and "summer_sale" will appear as separate campaigns. Best practice: always use lowercase letters and underscores to maintain consistency across your campaigns and avoid splitting data.

Can I use UTM parameters with shortened URLs?

Absolutely! Create your UTM tracking URL first, then shorten it with services like bit.ly or TinyURL. The UTM parameters remain intact through the redirect. Just make sure to shorten the complete URL after adding all UTM parameters. You can also use our URL Parser to verify the parameters.

How do I view UTM campaign data in Google Analytics?

In Google Analytics 4 (GA4), go to Reports → Acquisition → Traffic acquisition to see traffic by source/medium. For campaign details, go to Reports → Acquisition → User acquisition and add "Session campaign" as a secondary dimension. In Universal Analytics, check Acquisition → Campaigns → All Campaigns.

Is the UTM parameter builder free to use?

Yes, completely free with unlimited URL generations. No registration required, and you can create as many tracking URLs as you need for all your marketing campaigns. All UTM parameters follow Google's official specifications.

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