Free UTM Link Builder

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that help analytics tools like Google Analytics track where your traffic comes from. They identify the campaign source, medium, name, and other details.

Only the website URL is truly required. However, for effective tracking, you should always include utm_source (where traffic comes from), utm_medium (the marketing channel), and utm_campaign (the campaign name). utm_term and utm_content are optional and used for more granular tracking.

No. Google treats URLs with UTM parameters as the same page for ranking purposes. However, you should use UTM parameters only for external campaigns (social media, email, ads) — never for internal links on your own site, as that can confuse your analytics data.

Yes! In fact, UTM-tagged URLs are often long and ugly. Shortening them with a tool like Links on Link makes them clean and shareable while preserving all tracking data. You also get click analytics on top of your UTM tracking.

In Google Analytics 4, go to Reports → Acquisition → Traffic Acquisition. You'll see traffic broken down by source, medium, and campaign — all populated by your UTM parameters.

utm_term is traditionally used for paid search keywords (e.g., the keyword you bid on in Google Ads). utm_content is used to differentiate similar content or links within the same campaign — for example, two different CTAs in the same email.