Tools · Marketing tracking

UTM URL Builder

Build consistent campaign links for Google Analytics, Matomo, or your analytics platform. The tool normalises parameters, preserves existing URL query parameters, and previews the final result before generation.

What are UTM parameters for?

UTM parameters add campaign information to a URL that analytics tools can read. They help distinguish traffic source, channel, and campaign without changing the destination page content.

Source

utm_source

Identifies the origin: search engine, newsletter, partner, or platform.

Channel

utm_medium

Describes the traffic type: email, cpc, social, referral…

Campaign

utm_campaign

Groups clicks around a launch, operation, or marketing action.

Variants

utm_id, term & content

Add an identifier, keyword, or creative variant when useful.

Generate a UTM URL

Quick presets

Final destination URL of the link you want to share.

Examples: google, newsletter, linkedin, facebook.

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

Campaign name (launch, promo, follow-up, etc.).

Optional: a stable identifier useful for grouping several sources under one campaign.

Optional: targeted keyword, often for paid campaigns.

Optional: ad variation, button, visual, or placement.

Live previewComplete the URL, source, medium, and campaign to display the preview.
utm_source—
utm_medium—
utm_campaign—
utm_id—
utm_term—
utm_content—

Result

Build a reliable UTM convention

The main risk is not generating the URL, but inconsistent naming over time. A simple convention makes analytics reports easier to filter and compare.

1. Stabilise source and medium

Define a short list of allowed values and avoid switching spellings for the same channel.

2. Name campaigns consistently

Use a predictable format based on objective, period, offer, or audience.

3. Reserve term and content

Only add these parameters when they genuinely distinguish a keyword, creative, button, or placement.

4. Test before publishing

Open the final URL to confirm the destination and check that parameters appear correctly in your analytics platform.

Guide: campaign tracking with UTMsAnalyse a page with Audit Express Web
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