UTM builder
Paste the destination URL, enter source, medium and campaign, and the UTM builder instantly creates the finished campaign URL. You can do several URLs at once (one per line). Existing parameters and anchors (#) are kept, old utm values are replaced.
How it is calculated
What are UTM parameters?
UTM parameters are additions at the end of a link that tell Google Analytics (and most other web analytics tools) which campaign a visitor came from. When someone clicks the link, the values are passed along and show up in Google Analytics 4 in the “Traffic acquisition” report. The page itself does not change.
| Parameter | Meaning | Example |
|---|---|---|
| utm_source | Source, e.g. website, newsletter, platform | google, newsletter4 |
| utm_medium | Marketing medium | cpc, banner, email |
| utm_campaign | Campaign, product, promotion or promo code | summer_sale |
| utm_term | Paid keyword (optional) | running_shoes |
| utm_content | Creative or link variant (optional) | top_button |
| utm_id | Campaign ID for data import (optional) | 2026_07 |
According to Google Analytics Help, utm_source, utm_medium and utm_campaign should always be set; the others are optional.
Example: creating a UTM link
The example from Google’s help: destination https://www.example.com/, source summer-mailer, medium email, campaign summer-sale gives
https://www.example.com/?utm_source=summer-mailer&utm_medium=email&utm_campaign=summer-sale
If the URL already has parameters or an anchor, the builder appends the UTM values correctly: https://shop.example/p?id=7#details becomes https://shop.example/p?id=7&utm_source=…#details – the anchor has to come last, otherwise the parameters are not passed on. Any utm parameters already in the link are removed and replaced by the new ones, so the link never contains conflicting values.
Special characters and encoding
Values are encoded according to the URL standard: spaces become +, an “&” becomes %26, accented letters become percent codes. So the keyword “red shoes” turns into utm_term=red+shoes. Values without spaces and special characters are easier to analyze.
Naming rules that keep your reports clean
- Lowercase: Google Analytics is case-sensitive – “Meta” and “meta” end up in two rows. Google recommends lowercase as the standard.
- One fixed spelling per platform and channel: always the same source for the same platform and the same medium for the same channel. “SpringSale” and “Spring_Sale” count as two different campaigns.
The builder flags missing required values, uppercase letters and spaces. Your URLs stay in your browser and do not appear in the address bar.
Frequently asked questions
Which UTM parameters are required?
Technically none, but Google Analytics recommends always setting utm_source, utm_medium and utm_campaign. utm_term, utm_content and utm_id are optional.
Are UTM parameters case-sensitive?
Yes. Google Analytics treats “Newsletter” and “newsletter” as two different sources. The simplest fix is lowercase throughout – the builder has the option “Convert all values to lowercase” for that.
What happens to parameters that are already in the URL?
They are kept unchanged, and the UTM parameters are appended with “&”. Only existing utm parameters are replaced. An anchor (#…) is put back at the end of the link.
Where do I see the data in Google Analytics 4?
Under Reports → Acquisition → Traffic acquisition or User acquisition, with session source/medium or session campaign as the dimension. The values only appear after someone has arrived through the link.
Can I create UTM links for several pages at once?
Yes. Enter one URL per line – each one gets the same UTM parameters. “Copy” copies all links at once, e.g. into a spreadsheet.
Sources and legal basis
- Google Analytics Help – URL builders: Collect campaign data with custom URLs
- WHATWG URL Standard – URLSearchParams (application/x-www-form-urlencoded)
As of:
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