Use this tool to build UTM links for ads, social posts or emails. When someone clicks, Google Analytics knows where they came from and which campaign brought them.
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What is UTM?
UTM parameters are tags added to the end of a page address. The three required ones are utm_source (where the visit came from), utm_medium (the channel) and utm_campaign (the campaign). The optional ones are utm_term (keyword) and utm_content (to tell ad versions apart).
Naming rules to keep your data clean
- Always use lowercase without accents, because Facebook and facebook are counted as two different sources.
- Keep source and medium names consistent across the whole team.
- Name campaigns with a time period, for example autumn-sale-october.
- Never add UTM to internal links on your own website, as it breaks traffic source data.
Frequently asked questions
Do UTM links affect SEO?
Not noticeably if the page has a canonical tag. Still, do not use UTM links as internal links.
Where do I see UTM results?
In Google Analytics 4, open the Acquisition reports and view by source, medium or campaign.
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