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UTM parameters let analytics tools like Google Analytics attribute traffic to a specific campaign, source, and medium. This tool assembles a correctly-encoded UTM-tagged URL from a base link and the standard five UTM parameters.
How it works
Enter a base URL and any of the five standard UTM parameters (source, medium, campaign, term, content) — each is percent-encoded and appended to the URL's existing query string (or added as a new one), so special characters like spaces or ampersands can't break the link.
- Enter base URL.
- Enter utm_source.
- Enter utm_medium.
- Enter utm_campaign.
- Enter utm_term (optional).
- Enter utm_content (optional).
- Click Calculate to see your results.
Examples
Tagging a newsletter link
A base URL of https://example.com/landing-page with utm_source=newsletter, utm_medium=email, and utm_campaign=summer_sale produces a fully tagged link ready to paste into your email campaign.
Who should use it
- Tagging links for email newsletters, social posts, or paid ad campaigns.
- Building consistent, trackable links for a multi-channel marketing campaign.
Industry applications
- Digital marketing and campaign analytics
- Content marketing and social media management
Advantages
- Correctly percent-encodes every value automatically.
- Preserves any existing query string on the base URL instead of overwriting it.
Limitations
- Doesn't track or store your campaign naming history — keep your own record of the conventions you've used.
Common mistakes to avoid
- Using inconsistent naming for the same source/medium across campaigns (e.g. "Email" vs "email") — analytics tools treat these as different values, fragmenting your reporting.
- Manually building the query string by hand and forgetting to encode spaces or special characters, which can silently corrupt the link.
Best practices
- Adopt a consistent, lowercase naming convention for utm_source and utm_medium values across your entire team to keep analytics reports clean.
- Use utm_content to distinguish between multiple links pointing to the same page within one campaign (e.g. a header link vs a footer link), so you can see which performs better.
Tips
- Keep a shared spreadsheet of your team's standard utm_source and utm_medium values so everyone tags links the same way.