Free UTM Link Builder

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to a URL that tell Google Analytics where your traffic is coming from. They help you measure the effectiveness of your marketing campaigns by tracking the exact source, medium, and campaign name for each visitor.

Without UTM tags, Google Analytics groups traffic into broad categories. With them, you can see exactly which tweet, email, or ad is driving results.

• utm_source — Where the traffic comes from (google, newsletter)
• utm_medium — The marketing channel (cpc, email, social)
• utm_campaign — The specific campaign name
• utm_term — The paid keyword (for PPC)
• utm_content — Differentiates ad variants (A/B tests)

UTM Best Practices

Follow these naming conventions to keep your analytics clean and actionable:

• Use lowercase for all parameters (UTMs are case-sensitive)
• Use underscores or hyphens instead of spaces
• Be consistent: always use "email" not sometimes "Email" or "EMAIL"
• Don't use UTMs for internal links — they create new sessions
• Track results in Google Analytics → Acquisition → Campaigns

Connect ANO SEO's Search Console integration to see how your organic traffic compares with campaign traffic.