UTM Generator & Builder

1. Paste the destination URL of the page you want to track, including https://.
2. Pick a preset — Google Ads, Facebook Ads, Instagram or email — or type your own source and medium, then name the campaign.
3. Optionally add utm_term (the paid-search keyword) and utm_content (the ad or link variant) to split reports further.
4. Click Generate URL and copy the tracked link into your ad, post, email or QR code.

A UTM code is the set of utm_* parameters appended to a URL — utm_source, utm_medium, utm_campaign, utm_term and utm_content. When someone clicks a tagged link, your analytics tool reads those parameters and attributes the visit to the campaign, channel and placement that earned it, instead of dumping the click into a vague referral bucket.

UTM stands for Urchin Traffic Monitor, named after Urchin, the analytics tool Google acquired in 2005 and rebuilt into Google Analytics. Twenty years later the same five parameters remain the universal campaign-tagging format: GA4, Matomo, Piwik, Mixpanel and HubSpot all read them, so one tagged link reports everywhere.

Google's own campaign URL builder defines five parameters. The first three should be on every link you tag; the last two split the reports further:

• utm_source — Where the click comes from: google, facebook, newsletter, qr_code. Required — without a source most analytics tools ignore the whole tag.
• utm_medium — The marketing channel: cpc, paid_social, email, social, organic, referral, display, video. Required.
• utm_campaign — The campaign's name or ID: black-friday, launch-2026, spring-sale. Required — this is the row your reports group by.
• utm_term — Optional. The paid-search keyword that triggered the ad, e.g. utm_term=crm+software.
• utm_content — Optional. Distinguishes ads or links pointing at the same URL — top_banner vs sidebar — which makes it your A/B-testing lever.

A Google Ads click on the keyword crm software — with Auto-tagging off, or a link reused outside Ads:

https://example.com/pricing?utm_source=google&utm_medium=cpc&utm_campaign=search-brand&utm_term=crm+software&utm_content=ad-1

A Facebook or Instagram ad, with one utm_content value per creative so the report crowns the winner:

https://example.com/demo?utm_source=facebook&utm_medium=paid_social&utm_campaign=retargeting-may&utm_content=video-a

An email newsletter — medium is always email, and the source identifies the list:

https://example.com/blog?utm_source=newsletter&utm_medium=email&utm_campaign=issue-42&utm_content=cta-bottom

A QR code printed on a flyer — one utm_content per offline placement, so you know which piece pulled the scan:

https://example.com/offer?utm_source=qr_code&utm_medium=print&utm_campaign=expo-2026&utm_content=flyer-front

Your reports are only as clean as your tags. Agree on a convention before the first campaign ships and hold the whole team to it:

• Use lowercase everywhere: analytics counts Summer_Sale and summer_sale as two different campaigns.
• Separate words with hyphens or underscores — never spaces, which encode as %20 and wreck the URL.
• Keep names short and readable: spring-sale beats 2026_q2_multi_latam_final_v3.
• Never rename a campaign mid-flight, or one campaign splits into two report rows.
• Keep a shared sheet of every campaign name so ads, email and social tag consistently.
• Tag the placement with utm_content (banner, video-a, cta-footer) to make A/B reads trivial.
• Don't tag internal links — that overwrites the visitor's original campaign.