UTM Builder

What UTM parameters are for

A UTM-tagged link tells your analytics exactly which campaign sent a visitor. Without tags, an email click and an X post click both show up as "direct" or get lumped under the same referrer. With utm_source, utm_medium, and utm_campaign, every click is attributed — so you can compare channels, campaigns, and creatives on real numbers.

A naming convention that stays clean

The fastest way to ruin campaign reports is inconsistent casing and separators: Summer_Sale, summer-sale, and summer_sale become three different campaigns. Pick lowercase, pick underscores, and never deviate. This builder forces lowercase by default so your data rolls up cleanly.

The five parameters

utm_source = where (google, newsletter). utm_medium = channel type (cpc, email, social). utm_campaign = the campaign (summer_launch). utm_term = paid keywords. utm_content = which creative or link. The first three are essential; the last two are optional refinements.

Frequently asked questions

What is a UTM parameter?

UTM parameters are tags you add to a URL (utm_source, utm_medium, utm_campaign, and optionally utm_term and utm_content). Analytics tools read them to attribute a visit to a specific campaign, channel, and source.

Which UTM parameters are required?

utm_source, utm_medium, and utm_campaign are the three that matter — they answer where the traffic came from, what type of channel it was, and which campaign drove it. utm_term and utm_content are optional refinements.

Should UTM values be lowercase?

Yes. utm_source=Facebook and utm_source=facebook are counted as two different sources in most tools, fragmenting your reports. Keep everything lowercase and use a consistent separator (underscores) — this builder lowercases for you by default.

Does this work with Pug?

Yes. Pug captures utm_* parameters on page views automatically, so any link you build here is attributed in Pug with no extra setup — and the same in GA4, Mixpanel, Amplitude, and others.