UTM builder

The five UTM tags

• utm_source: where visitors came from, like newsletter, google or a partner's name.
• utm_medium: the channel, like email, cpc (paid ads) or social.
• utm_campaign: which campaign, like spring-launch.
• utm_term: the paid search keyword. Optional, and rarely used now.
• utm_content: which ad or link, if you are testing more than one.

Source, medium and campaign are the important ones. A link with only utm_campaign shows up in most analytics tools as "direct" traffic, as if it had no tags at all.

Why consistent names matter

UTM values must match exactly, including capitals. Email, email and e-mail show up as three different sources in your reports, and you cannot merge them later.

The "keep names consistent" option makes every value lowercase, with hyphens instead of spaces, as you type. So two people tagging the same campaign get the same link.

Presets stay in your browser

Saved presets are stored in this browser only. They are not sent to us, which also means they will not appear on another computer.

Where not to use UTM tags

Do not use them on links between pages of your own site. They replace where the visitor really came from with your own site. Use them only on links that bring people in from elsewhere.