What are UTM parameters?

UTM (Urchin Tracking Module) parameters are tags appended to a URL that analytics tools use to identify the source, medium, and campaign of a visit. They have no effect on the page itself — only on how the visit is reported.

Which parameters are required?

utm_source, utm_medium, and utm_campaign are the three required parameters. utm_term and utm_content are optional but add useful context — utm_term is typically used for paid search keywords, and utm_content helps distinguish between multiple creatives in the same campaign.

What should I put in utm_source?

The origin of traffic: google, facebook, newsletter, twitter, etc. Use consistent lowercase values across campaigns so your analytics reports group sessions correctly.

Do UTM parameters affect SEO?

Use canonical tags to avoid duplicate content issues if the same UTM URLs get indexed. Googlebot ignores UTM parameters for ranking purposes, but indexed UTM URLs can split link equity — canonical tags prevent that.

UTM URL BUILDER

Add UTM parameters to any URL for campaign tracking in Google Analytics and other tools. Quick-fill buttons for common sources, history of your last 5 URLs, no account needed.

Base URL *

Quick Fill

utm_source *

utm_medium *

utm_campaign *

utm_term (optional)

utm_content (optional)

How to build a UTM URL

1
Enter the destination URL — the page you want to track traffic to.
2
Fill in utm_source (where traffic comes from), utm_medium (marketing channel), and utm_campaign (campaign name).
3
Optionally add utm_term (keyword) and utm_content (creative variant) for more granular tracking.
4
Click Build URL to generate the tagged link — then copy it for use in your ads, emails, or social posts.

Questions

What are UTM parameters?: UTM (Urchin Tracking Module) parameters are tags appended to a URL that analytics tools use to identify the source, medium, and campaign of a visit. They have no effect on the page itself — only on how the visit is reported.
Which parameters are required?: utm_source, utm_medium, and utm_campaign are the three required parameters. utm_term and utm_content are optional but add useful context — utm_term is typically used for paid search keywords, and utm_content helps distinguish between multiple creatives in the same campaign.
What should I put in utm_source?: The origin of traffic: google, facebook, newsletter, twitter, etc. Use consistent lowercase values across campaigns so your analytics reports group sessions correctly.
Do UTM parameters affect SEO?: Use canonical tags to avoid duplicate content issues if the same UTM URLs get indexed. Googlebot ignores UTM parameters for ranking purposes, but indexed UTM URLs can split link equity — canonical tags prevent that.