Generate UTM-tagged URLs for campaign tracking in Google Analytics. Fill in the fields and copy the result.
UTM (Urchin Tracking Module) parameters are tags appended to a URL that tell Google Analytics exactly where a visitor came from. They were developed by Urchin Software, which Google acquired in 2005, and are now the universal standard for campaign tracking across all analytics platforms.
There are five parameters: utm_source identifies the traffic source (google, newsletter, twitter), utm_medium identifies the channel type (cpc, email, social, organic), utm_campaign names the specific campaign (spring-sale, product-launch), utm_term captures the paid keyword for search ads, and utm_content differentiates ad variants or links (useful for A/B testing). The first three are required; the last two are optional. Without UTM tags, Google Analytics lumps most campaign traffic into "direct" or misattributes it, making ROI measurement impossible. Always use lowercase and hyphens (not spaces or underscores) in UTM values for consistent reporting.
A UTM parameter is a snippet of text added to the end of a URL to track where website traffic comes from. When someone clicks a UTM-tagged link, Google Analytics records the source, medium, and campaign, letting you measure which channels and campaigns drive the most traffic and conversions.
UTM parameters do not affect SEO rankings. They are purely for analytics tracking and are stripped from Google's index via canonicalisation. Never use UTM parameters on internal links — only on external campaign links — as internal UTMs can break session attribution and inflate source data.
Use utm_source for the specific platform (google, facebook, newsletter-june, reddit). Use utm_medium for the channel type (cpc, email, social, organic, referral, display). Keep naming conventions consistent across all campaigns — inconsistent casing or spelling creates duplicate entries in Analytics reports.
Yes — UTM parameters work on any clickable link. For social media, use utm_source=twitter (or facebook, linkedin, instagram) and utm_medium=social. For paid social ads, use utm_medium=paid-social. This lets you compare organic social versus paid social traffic in your Analytics reports.