Free UTM Builder, for perfect tracking.
Build clean, consistent UTM links that attribute correctly. Free tool to append source, medium, and campaign parameters to your URLs.
Automate attribution tracking · live in 30 minutes.
URL & Parameters
Generated Link
Please enter a valid URL to generate your tagged link.
Use this link in your ad platforms or emails to ensure correct attribution.
How to structure your UTMs.
Consistency is key when building UTMs. A messy UTM naming convention leads to messy attribution reporting.
1. Source (utm_source)
The platform or vendor where the traffic comes from. E.g., google, facebook, newsletter, linkedin.
2. Medium (utm_medium)
The marketing medium or channel. E.g., cpc (cost-per-click), email, organic_social, display.
3. Campaign (utm_campaign)
The specific promotion or campaign. E.g., summer_sale, retargeting_30d, product_launch.
4. Term (utm_term)
Used mostly for paid search to identify the exact keyword that triggered the ad. E.g., b2b_saas_software.
5. Content (utm_content)
Used to differentiate similar content or links within the same ad. E.g., logolink, textlink, variant_a.
Best Practices
Use lowercase letters. Use underscores instead of spaces. Do not use special characters.
Questions, answered.
Everything teams ask before switching their attribution to Stripe truth. Still curious? Talk to us.
UTM (Urchin Tracking Module) parameters are short text codes that you add to URLs (or links) to help you track the performance of webpages or campaigns. They tell your analytics tools (like Google Analytics or Signal Sparrow) exactly where your traffic is coming from.
Without UTMs, a lot of your traffic will be categorized as "Direct" or simply "Referral" without any context. UTMs allow you to know exactly which ad, which email, or which social media post generated a click, a lead, and eventually revenue.
Technically, none are required for the link to work, but for tracking to make sense, you should always include at least `utm_source` (e.g., google), `utm_medium` (e.g., cpc), and `utm_campaign` (e.g., spring_sale).
UTMs track the click. To track conversions (like signups or purchases), you need an attribution tool that captures the UTMs when the user lands on your site, stores them in a cookie or database, and links them to the user's eventual purchase.
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