Marketing tool
Trackable links without the spreadsheet.
Build a UTM-tagged URL for any campaign. Works with Google Analytics, Plausible, Fathom — basically anything that reads URL parameters.
- Free
- No signup
- GA · Plausible · Fathom
UTM parameters explained
What each field actually means
utm_source
requiredWhere the traffic comes from.- x
- newsletter
utm_medium
requiredThe channel type.- social
- cpc
- referral
utm_campaign
requiredThe campaign or promotion name.- spring-launch-2026
- black-friday
utm_term
optionalThe keyword you bid on, mostly for paid search. Skip it for organic posts.utm_content
optionalDifferentiates two variants pointing at the same campaign.- headline-a
- headline-b
Your trackable link
Enter a destination URL.
FAQ
Frequently asked
What are UTM parameters?
UTM (Urchin Tracking Module) parameters are tags you add to a URL so analytics tools can attribute the visit to a specific source. The five standard tags are utm_source, utm_medium, utm_campaign, utm_term and utm_content.
What is the difference between utm_source and utm_medium?
utm_source is where the click came from (x, linkedin, newsletter). utm_medium is the channel type (social, email, cpc). A post on LinkedIn would be utm_source=linkedin and utm_medium=social.
Does GA4 still use UTM parameters?
Yes. Google Analytics 4 reads the same five UTM tags as Universal Analytics did, plus optional utm_source_platform, utm_id and utm_creative_format. The standard five still cover ~95 % of use cases.
Will UTM tags break my links?
No — query string parameters are ignored by your page server. The tags are only read by analytics scripts that look for them. However, some platforms (Facebook, X) strip parameters they do not recognize on certain ad placements — test before relying on attribution.
Should UTM values be lowercase?
Yes. Always. Google Analytics treats "Newsletter" and "newsletter" as different sources, which fragments your reports. Stick to lowercase and hyphens (no spaces or underscores in the visible part).
Can I use UTM tags on internal links?
Never. UTM tags on internal links overwrite the original attribution — a user who arrived from email but clicks an internal link with utm_source=footer becomes a "footer" visitor in your analytics. Use them only on links from external surfaces into your site.
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