UTM Builder
The traffic source, e.g. google, newsletter, facebook
The marketing medium, e.g. cpc, email, social
The campaign name, e.g. summer_sale
Paid keywords
To distinguish similar ads or links, e.g. top_banner
Frequently Asked Questions
Everything you need to know about UTM parameters
What are UTM parameters?
UTM parameters (Urchin Tracking Module) are tags you add to the end of a URL to identify the origin of traffic in Google Analytics and other analytics tools. The three essential parameters are utm_source (source), utm_medium (medium) and utm_campaign (campaign name); utm_term and utm_content are optional.
Which UTM parameters are required?
Technically no parameter is strictly required, but Google recommends always using at least utm_source, utm_medium and utm_campaign to get meaningful reports. utm_term is typically used for paid campaign keywords, while utm_content helps distinguish different links within the same ad or email (A/B testing).
Should I use uppercase or lowercase in UTM values?
UTM values are case-sensitive: Google Analytics treats "Facebook" and "facebook" as two different sources. To avoid fragmented data, adopt a consistent convention (usually all lowercase) and use underscores or hyphens instead of spaces. This tool automatically encodes spaces and special characters to produce valid URLs.
Which parameters are actually needed?
None of them is compulsory, but without source, medium and campaign the reports cannot be read. The term is for the keywords of paid campaigns, the content for telling two variants of one ad apart.
Upper or lower case in the values?
The values are case sensitive, so Facebook and facebook become two different sources and the data splits in two. It is worth writing everything lower case and using hyphens instead of spaces.