Which UTM parameters are required?

Google Analytics recommends always including utm_source, utm_medium, and utm_campaign. The utm_term and utm_content parameters are optional — use them for keyword-level or creative-level tracking in paid campaigns.

Do UTM links work with all analytics platforms?

UTM parameters are a standard supported by Google Analytics (GA4 and Universal), Adobe Analytics, Mixpanel, Amplitude, Plausible, and most other analytics platforms. The exact reporting fields may differ by platform.

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Q: What are UTM parameters?

UTM parameters are tags you add to a URL so Google Analytics can identify where your traffic comes from. The five parameters are: utm_source (traffic origin, e.g. 'google'), utm_medium (marketing channel, e.g. 'cpc'), utm_campaign (campaign name), utm_term (paid keyword), and utm_content (specific ad or link variant).

Build campaign tracking URLs for Google Analytics in seconds. Add utm_source, utm_medium, utm_campaign, and more to any link — then copy and use it anywhere.

Campaign Details

Website URL *

The full URL of the page you want to track.

Campaign Source *

Where the traffic is coming from (e.g. google, linkedin, newsletter).

Campaign Medium

The marketing medium (e.g. cpc, social, email, banner).

Campaign Name

A name to identify this specific campaign.

Optional Parameters

Campaign Term

Paid search keywords. Useful for Google Ads campaigns.

Campaign Content

Differentiate between ads or links pointing to the same URL (A/B testing).

Parameter Breakdown

Fill in the form to see a live parameter breakdown

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to URLs that tell Google Analytics where your traffic comes from and which campaigns are driving it.

utm_source — Where (google, facebook)

utm_medium — How (cpc, email, social)

utm_campaign — Why (spring_sale)

utm_term — Keyword (paid search)

utm_content — What (A/B variants)

How to Build a UTM Tracking Link

Enter Your URL

Paste the landing page URL you want to track — your website, blog post, or a specific product page.

Add UTM Parameters

Fill in source, medium, and campaign name using the quick presets, or type your own custom values.

Copy & Use

Copy the generated link and use it in ads, emails, social posts, or QR codes to track performance in Google Analytics.

Example UTM Link

https://example.com/landing?utm_source=linkedin&utm_medium=bio&utm_campaign=product_launch

This tells Google Analytics: traffic came from LinkedIn, via a bio link, for the product_launch campaign.

Frequently asked questions

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