Free UTM Builder

UTM parameters (Urchin Tracking Module) are tags added to URLs that help you track the effectiveness of your marketing campaigns in analytics tools like Google Analytics. They tell you where your traffic is coming from, which campaign drove the visit, and other details about the traffic source. When someone clicks a link with UTM parameters, that data is sent to your analytics platform.

Technically, only utm_source is required for Google Analytics to track the campaign. However, best practice is to always include utm_source, utm_medium, and utm_campaign together. This gives you a complete picture of where traffic comes from, the channel type, and which specific campaign drove the visit. The utm_term and utm_content parameters are optional and used for more detailed tracking.

Yes, UTM parameters are case sensitive in Google Analytics. "Facebook" and "facebook" would be tracked as two completely different sources, fragmenting your data. We strongly recommend using lowercase for all UTM values to keep your data consistent and avoid fragmentation in reports. Our UTM builder has a "Force lowercase" option enabled by default.

In GA4, you can find UTM campaign data under Reports > Acquisition > Traffic acquisition. The utm_source appears as "Session source", utm_medium as "Session medium", and utm_campaign as "Session campaign". You can also create custom reports in the Explore section to analyze your campaign performance in detail.

No, you should never use UTM parameters for internal links (links between pages on your own website). When someone clicks an internal link with UTM parameters, it starts a new session in Google Analytics, which breaks your session data and makes it look like the user came from a new source. Use UTMs only for external traffic sources like ads, social media posts, and email campaigns.

UTM parameters themselves don't directly affect SEO rankings. However, if search engines index multiple versions of your URLs with different UTM parameters, it could potentially cause duplicate content issues. Best practice is to use canonical tags on your pages and configure Google Search Console to ignore UTM parameters. For organic search traffic, Google Analytics automatically tracks the source without needing UTMs.