Yusuf Bayrak
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    UTM Link Builder

    UTM parameters let Google Analytics and other tools attribute traffic sources correctly. Fill the fields below to build your campaign link.

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    What are UTM parameters?

    UTM parameters are tags appended to a URL that tell analytics tools which source, channel and campaign the traffic came from. GA4, Mixpanel, Amplitude and HubSpot all pick them up automatically and use them as the basis for channel attribution.

    There are five core parameters: utm_source (traffic source — e.g. google, newsletter), utm_medium (channel type — e.g. cpc, email, social), utm_campaign (campaign name), utm_term (paid search keyword) and utm_content (differentiates creatives within the same campaign). Source, medium and campaign should always be set; term and content are optional for A/B tests and variants.

    Without UTM discipline, marketing reports lose credibility. A consistent naming standard (lowercase, hyphen separators, fixed abbreviations) prevents fragmented reporting caused by capitalisation and spelling drift.

    //Frequently Asked Questions

    Which UTM parameters are required?

    For GA to attribute correctly, at minimum utm_source, utm_medium and utm_campaign must be set. utm_term and utm_content are optional and typically used for A/B tests or creative-level analysis.

    Is UTM case-sensitive?

    Yes — Google Analytics treats UTM values case-sensitively. 'Facebook' and 'facebook' report as two different sources. Standardise on lowercase across the whole team.

    Should I add UTMs to internal links?

    No. Adding UTMs to same-domain links resets the session and breaks attribution. Use UTMs only on external inbound traffic (ads, email, social).

    Do UTM links hurt SEO?

    There's no direct penalty, but using UTMs on organic search links can create duplicate content and rel=canonical issues. Don't use UTMs on organic traffic.