Free Generator

UTM Link Builder

Build trackable URLs with UTM parameters

Converge Converge Team
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Build Your UTM Link

UTM parameters are tags you add to URLs so analytics tools can track exactly where your traffic comes from. When someone clicks a UTM-tagged link, Google Analytics (or any analytics platform) records the source, medium, campaign, and other details — giving you clear attribution data for every marketing channel.

According to HubSpot's 2024 State of Marketing report, 72% of marketers say proving ROI is their top challenge. UTM parameters solve this by connecting every website visit to a specific campaign, ad, email, or social post. Without UTM tracking, most traffic from social media, email, and partner sites shows up as "direct" or "referral" with no campaign context.

Google introduced UTM parameters through Urchin (later acquired and renamed Google Analytics). The five parameters — source, medium, campaign, term, and content — provide a standardized framework that every major analytics platform supports. They work by appending key-value pairs to your URL after a "?" character.

For customer-facing teams, UTM tracking is essential for measuring which support content, help articles, and community posts drive traffic back to your site. If your knowledge base article links to your pricing page with UTM tags, you can measure exactly how much revenue self-service support generates.

How to Use This Generator

  1. Enter your URL: Paste the destination URL you want to track.
  2. Fill in UTM parameters: Add source (required), medium, and campaign name at minimum.
  3. Copy the tagged URL: The full URL with parameters is generated automatically. Copy it with one click.
  4. Use in your campaigns: Use the tagged URL in emails, ads, social posts, or any trackable link.

Pro Tips

  • Use consistent naming: Always lowercase. Use hyphens instead of spaces. Document your conventions in a shared spreadsheet so the whole team uses the same values.
  • Never use UTMs for internal links: UTM parameters on internal links override the original source attribution. Only use them for external campaigns.
  • Keep campaign names descriptive: "spring-2026-product-launch" is better than "campaign1". Future you will thank present you.
  • Use utm_content for A/B tests: When testing two versions of the same email or ad, use utm_content=variant-a and utm_content=variant-b to see which performs better.

Frequently Asked Questions

What are UTM parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs that tell analytics platforms where traffic comes from. There are five: utm_source (traffic source), utm_medium (marketing medium), utm_campaign (campaign name), utm_term (paid keywords), and utm_content (A/B test variants). Google Analytics reads these automatically.
Which UTM parameters are required?
Only utm_source is technically required for Google Analytics to recognize UTM-tagged traffic. However, best practice is to always include source, medium, and campaign. For example: utm_source=twitter&utm_medium=social&utm_campaign=product-launch. Term and content are optional and mainly used for paid search and A/B testing.
What is the difference between source and medium?
Source identifies WHERE the traffic comes from (google, facebook, newsletter). Medium identifies HOW it arrives (cpc, social, email, organic). Think of source as the specific platform and medium as the category of channel. Google Analytics uses medium for channel grouping in reports.
Are UTM parameters case-sensitive?
Yes, in Google Analytics. 'Facebook' and 'facebook' will appear as separate sources. Always use lowercase for consistency. Most teams establish a naming convention (e.g., always lowercase, hyphens instead of spaces) to prevent fragmented data.
Do UTM parameters affect SEO?
UTM parameters do not directly affect SEO rankings. Google ignores UTM parameters when indexing. However, sharing UTM-tagged links publicly (like in blog posts) can cause duplicate content issues. Use UTM tags for trackable distribution links (emails, ads, social posts), not for internal site links.
How do I view UTM data in Google Analytics?
In Google Analytics 4: go to Reports > Acquisition > Traffic Acquisition. Use the dropdown to select Session source, Session medium, or Session campaign. You can also create custom explorations filtering by these dimensions. UTM data typically takes a few hours to appear in real-time reports.

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