What are UTM parameters?

UTM parameters are tags added to a URL's query string — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — that tell Google Analytics which campaign, channel, and ad a visitor came from.

Which UTM parameters are required?

Google Analytics needs utm_source, utm_medium, and utm_campaign to attribute a visit. utm_term (paid keywords) and utm_content (to tell two links apart) are optional.

Do UTM tags work with any analytics tool?

Yes. UTM parameters are a plain URL convention, so GA4, Matomo, Plausible, and most analytics platforms read them. They also survive being shared, since the tags live in the link itself.

Is my URL kept private?

Completely. The link is assembled in your browser — your URL and campaign values are never uploaded or logged.

UTM Builder

Build tracked campaign URLs with UTM parameters — in your browser.

Website URL *

Campaign source *utm_source

Campaign medium *utm_medium

Campaign name *utm_campaign

Campaign term (optional)utm_term

Campaign content (optional)utm_content

Your campaign URL

Fill in the URL and campaign fields to build your tracked link…

About UTM Builder

A UTM builder adds tracking parameters to a URL so Google Analytics can tell where your traffic came from. Paste your page URL, fill in the campaign source, medium, and name (plus optional term and content), and it assembles a properly encoded link you can copy and share. Everything runs in your browser — no account, and nothing you type is sent anywhere.

Frequently asked questions

What are UTM parameters?: UTM parameters are tags added to a URL's query string — utm_source, utm_medium, utm_campaign, utm_term, and utm_content — that tell Google Analytics which campaign, channel, and ad a visitor came from.
Which UTM parameters are required?: Google Analytics needs utm_source, utm_medium, and utm_campaign to attribute a visit. utm_term (paid keywords) and utm_content (to tell two links apart) are optional.
Do UTM tags work with any analytics tool?: Yes. UTM parameters are a plain URL convention, so GA4, Matomo, Plausible, and most analytics platforms read them. They also survive being shared, since the tags live in the link itself.
Is my URL kept private?: Completely. The link is assembled in your browser — your URL and campaign values are never uploaded or logged.

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