UTM Parameter Builder

Use this simple tool to generate UTM parameters for your advertising campaigns. UTM parameters are used for tracking the performance of digital marketing campaigns. They are added to URLs and then tracked by analytics tools, such as Google Analytics. They allow for more detailed analysis of ad campaigns, enabling marketers to measure the return of investment and make informed decisions about advertising strategies. If you are not familiar with UTM parameters, below you will find a more detailed explanation.


Understanding UTM parameters

UTM (Urchin Tracking Module) parameters are tags that are added to URLs which allow marketers to track the source and medium of traffic to their website. UTM parameters are particularly important for website owners to understand where their website visitors are coming from, how they found their website and how effective their marketing campaigns are. For example, a UTM parameter might appear at the end of a URL for a website, such as "utm_source=google&utm_medium=cpc". This lets the website owner know that the visitor arrived at the website via a Google search that was paid for with a cost-per-click (CPC) ad. There are five parameter variants we can use. The first three of them are compulsory.

1. utm_source

UTM_source is a parameter used in a Uniform Resource Locator (URL) to identify the source of the traffic that is being directed to a website or other online content, i.e. whether it's from social media, search engine, or email.

2. utm_medium

utm_medium is a parameter used in URLs to identify the marketing medium associated with an ad or other marketing source. It is one of the components of a Google Analytics UTM tracking code, which helps to monitor the effectiveness of different marketing campaigns. UTM_medium can have different values such as email, cpc, banner, social, etc. depending on the marketing medium from which the traffic originated.

3. utm_campaign

It is part of the UTM parameters, which are added to the end of a URL to help marketers understand where traffic is coming from. UTM_campaign is typically used to understand the origin of a website visitor, such as which online ad they clicked, what type of device they used, and more.

4. utm_content

UTM_content is typically used to differentiate ads or links within the same medium, campaign, or source. For example, if you're running a campaign with a number of different variations of a single ads, you'll use utm_content to help distinguish between them. It can also be used to track different versions of a web page, like A/B testing.

5. utm_term

UTM_term is a specific parameter that allows marketers to track the terms or keywords that visitors used to find an advertisement or link, so that they can accurately gauge the effectiveness of their search engine optimization (SEO) efforts.