UTM Builder

Use this Free UTM Builder to Generate full URLs to track your campaigns, including all variables such as Source, Medium, Campaign, Content and Term.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to a URL to track the performance of online marketing campaigns. These parameters allow marketers to identify the source of website traffic, the medium through which visitors arrived, the specific campaign that led them to the site, and other useful information. This helps in measuring the effectiveness of marketing efforts and optimizing strategies based on data.

The key UTM parameters are:

  • utm_source*: identifies the referrer (e.g., Google, newsletter)

  • utm_medium*: specifies the marketing medium (e.g., CPC, banner, email)

  • utm_campaign*: names the specific campaign (e.g., spring_sale)

  • utm_content: differentiates similar content within the same ad (e.g., text_link vs. image_link)

  • utm_term: tracks paid search keywords (e.g., running_shoes)

How this UTM Builder works

This UTM Builder generates UTM links by appending UTM parameters to a URL. When someone clicks on a UTM-enabled link, the parameters are sent back to Google Analytics or another analytics tool. This allows the marketer to track detailed information about the visitor's journey, including which campaign, source, and medium brought them to the site.

To effectively track your campaigns, follow these steps:

  1. Input Your Base URL: start with the main URL you want to track.

  2. Add UTM Parameters:

    • Source: the referrer (e.g., Google, newsletter)

    • Medium: the marketing medium (e.g., CPC, banner, email)

    • Campaign: the specific campaign name or promo code

    • Content: differentiate similar content within the same ad (e.g., text link vs. image link)

    • Term: paid search keywords

  3. Generate UTM-Enabled URL: the UTM Builder will append these elements to create a full URL, such as:


  4. Use in Campaigns: copy the generated URL and use it in your ads, emails, social media posts, or any other marketing materials.

Why using UTM Parameters

UTM parameters are crucial for data-driven marketing. They provide insights into which campaigns are driving traffic and conversions, allowing marketers to:

  • Optimize Marketing Strategies: by understanding which channels and campaigns are most effective, marketers can allocate budgets more efficiently.

  • Improve ROI: tracking performance metrics helps in refining strategies to get better returns on investment.

  • A/B Test Effectively: UTM parameters enable A/B testing of different ads, content, and strategies to see what works best.

  • Measure Campaign Performance: detailed analytics data allows for accurate measurement of campaign success.

Common Mistakes and use Best Practices

When building UTM links it's important to avoid common mistakes and follow best practices:

Best Practices for Creating Effective UTM Links

  • Consistency: always use lowercase for parameter values to avoid discrepancies in tracking data.

  • Naming Conventions: define and adhere to clear naming conventions for your campaigns.

  • URL Encoding: use a UTM builder tool that provides URL encoding to handle special characters correctly.

Common Mistakes when building UTM Links

  • Using Spaces or Unencoded Special Characters: this can break URLs and corrupt tracking data.

  • Overcomplicating Tags: keep UTM tags simple and relevant to the campaign.

  • Using Sensitive Information: avoid including sensitive data in UTM parameters to comply with privacy standards and regulations.

Practical UTM Builder Use Cases

Relevant use cases for adding UTM parameters to links are:

  • Social Media: track the performance of social media posts and ads.

  • Email Marketing: measure the effectiveness of email campaigns.

  • Paid Ads: analyze the success of pay-per-click (PPC) ads.

  • Print Media: use UTM parameters in URLs within print ads to track offline marketing efforts.

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