UTM Campaign Builder
Build correctly tagged campaign URLs and catch the mistakes that split your reporting.
About this tool
Enter a destination URL and the campaign parameters, and this returns a tagged URL ready to use.
The checks matter more than the string. Analytics tools treat Facebook and facebook as two different sources, so one careless capital splits a campaign across two rows in every report. Spaces arrive as %20 or +, and a URL that already has UTM parameters ends up with two conflicting sets.
Common questions
Does capitalisation really matter?
Yes, and it is the most common way campaign reporting goes wrong. Most analytics tools treat utm_source=Facebook and utm_source=facebook as two separate sources, so a single inconsistent link splits one campaign across two rows. Pick lower case and never deviate.
Which parameters do I actually need?
Source, medium and campaign. Term and content are optional and only worth using when you genuinely need to tell two otherwise identical links apart — the same offer in the header and the footer of one email, for example.
Should I tag internal links on my own site?
No. UTM parameters start a new session in most analytics tools, so tagging internal links makes it look as though visitors keep arriving as new traffic and destroys your attribution.
Will the parameters affect my SEO?
They create a separate URL for the same content, which is why tagged pages should carry a self-referencing canonical pointing at the clean URL. Never use UTM parameters on links you want indexed, such as those in a sitemap.