Paste the URL of the page you're driving traffic to, your homepage, landing page, product page or blog post. The full UTM-tagged URL builds live as you type.
Use one-click presets for Google Ads, Facebook, Email, LinkedIn and WhatsApp or fill in the UTM Source, Medium, Campaign, Term and Content fields manually for full control.
Click the Copy button to copy the full URL to your clipboard. The URL is also saved to your session history so you can quickly copy it again or use it as a template.
Use the tagged URL in your ads, emails or social posts. In GA4, go to Reports → Acquisition → Traffic Acquisition to see every campaign broken down by source and medium.
Fill in the fields below, the UTM URL builds live on the right. Use presets to populate common campaign types in one click, then customise as needed.
| Parameter | Purpose | Examples |
|---|---|---|
| utm_source | Traffic origin | google, facebook, newsletter |
| utm_medium | Marketing channel | cpc, email, social, banner |
| utm_campaign | Campaign name | summer-sale, brand-jan-2025 |
| utm_term | Paid keyword | seo+consultant, buy+shoes |
| utm_content | Ad variant / A/B test | hero-banner, text-link-top |
UTM parameters are case-sensitive in Google Analytics, "Facebook" and "facebook" appear as two separate sources. Always use lowercase and hyphens instead of spaces. Establish a naming convention (e.g. source-medium-campaign) and stick to it across your entire team.
Applying UTM parameters to links between your own pages will override the original traffic source, a visitor from Google Ads will suddenly appear as "email" if they click a UTM-tagged internal link. UTMs are only for external traffic sources pointing to your site.
In GA4 go to Reports › Acquisition › Traffic Acquisition, then filter by Session Campaign. You'll see exactly which campaigns drove conversions, revenue and engagement, making it simple to cut underperforming channels and double down on what works.
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UTM parameters are tags you add to a link so analytics can tell where a visit came from. They record the source, medium and campaign, which lets you see which channels actually drive results.
They are source, medium, campaign, term and content. Source, medium and campaign are the three you should always set. Term and content are optional and mainly used for ads and testing.
Pick one naming style and stick to it, for example all lowercase with no spaces. Analytics treats Email and email as two different sources, so inconsistent tags split your data.