Link generators
UTM link generator
Add source, medium, campaign, term, and content parameters to any URL and copy a ready-to-use tracking link for your emails and notifications.
Instructions
How to use this tool
- 01Paste the destination URL you want to track, including https://.
- 02Fill in utm_source (where the traffic comes from, like newsletter or twitter) and utm_medium (the channel, like email or push).
- 03Add utm_campaign to name the campaign, and optionally utm_term and utm_content to separate ads or link variants.
- 04Copy the generated link and use it in your email, SMS, push, or in-app message.
Background
What UTM parameters are
UTM parameters are five standard query-string fields (utm_source, utm_medium, utm_campaign, utm_term, and utm_content) that analytics platforms like Google Analytics read to attribute a visit to a specific campaign. They were introduced by Urchin Tracker, the product Google acquired to build Google Analytics, and every major analytics tool understands them.
When a recipient clicks a UTM-tagged link in a notification, the parameters travel with them to your site, so the session is credited to that message instead of showing up as direct traffic. Consistent tagging is what makes it possible to compare an email campaign against a push campaign in one report.
Background
UTM conventions worth following
Keep values lowercase, because utm_source=Email and utm_source=email show up as two different rows in reports. Use dashes instead of spaces, since spaces become %20 and are easy to mistype. Agree on a small vocabulary for source and medium across your team: source is the specific origin (newsletter, twitter, courier), medium is the channel class (email, sms, push, social).
Avoid tagging internal links between pages of your own site. A UTM click resets the session attribution, so internal UTM links overwrite the real acquisition source in your analytics.
FAQ
Frequently asked questions
What is the difference between utm_source and utm_medium?
utm_source names the specific origin of the traffic, like newsletter, google, or twitter. utm_medium names the channel type, like email, cpc, social, or push. A weekly digest email would typically use utm_source=weekly-digest and utm_medium=email.
Are UTM parameters case sensitive?
Yes. Analytics tools treat email, Email, and EMAIL as three distinct values and report them on separate rows. The convention is to keep every UTM value lowercase.
Do UTM parameters affect SEO?
Not when used on links from emails, ads, or notifications. They can create duplicate-URL problems only if search engines index tagged versions of your pages, which a canonical tag pointing at the clean URL prevents.
Which UTM parameters are required?
utm_source is the only one Google Analytics strictly requires, but source, medium, and campaign together are the practical minimum for reports you can actually filter. utm_term and utm_content are optional refinements.
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