Dynamically - AI Marketing Agency

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UTM campaign URL builder

Build perfectly formatted UTM-tagged URLs for your marketing campaigns. Add source, medium, campaign name and more – then copy your tracking link instantly. Track every click in Google Analytics with confidence.

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UTM parameter guide

UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that help Google Analytics identify where your traffic comes from. Here is what each parameter does and when to use it.

utm_source

Campaign Source

Required

Identifies the platform or website sending the traffic. This tells you where your visitors are coming from.

Examples: google, facebook, newsletter, linkedin, twitter

utm_medium

Campaign Medium

Required

Identifies the marketing channel or type of link. This tells you how the traffic reached you.

Examples: cpc, organic, social, email, referral, display

utm_campaign

Campaign Name

Required

Identifies the specific campaign, promotion, or strategic initiative. Use a consistent naming convention across all campaigns.

Examples: spring_sale, brand_awareness, product_launch_2025

utm_term

Campaign Term

Optional

Identifies paid search keywords. Use this to track which keyword triggered your ad in paid search campaigns.

Examples: running_shoes, seo_agency_liverpool, best_crm_software

utm_content

Campaign Content

Optional

Differentiates similar content or links within the same ad or campaign. Ideal for A/B testing different creatives, CTAs, or placements.

Examples: hero_banner, sidebar_cta, blue_button, version_a

UTM best practices

  • Use lowercase – UTM parameters are case-sensitive in Google Analytics. Keeping everything lowercase avoids duplicate entries.
  • Use underscores or hyphens – avoid spaces in your parameter values. Use underscores or hyphens for readability.
  • Be consistent – establish a naming convention and stick to it across all campaigns. Document your conventions in a shared spreadsheet.
  • Keep URLs under 2,000 characters – while most browsers support longer URLs, staying under this limit ensures compatibility.
  • Do not use UTMs for internal links – UTM parameters override the original source in Google Analytics. Only use them for external campaign links.

Need help tracking your campaigns?

UTM tagging is just the start. Our analytics and tracking specialists can set up proper attribution, conversion tracking, and custom dashboards so you know exactly what is driving results.

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