Free UTM builder

Track campaigns better with clean UTM codes. Fill out the form below, hit "Generate UTM" and use the URL in your campaign. Add in optional information for more detailed tracking, or just fill out the essential ones for basic tracking.

UTM code builder

Generate tracking URLs for your marketing campaigns

Error Icon
Please enter a valid URL.
Optional
Where your traffic originates. (utm_source)
Error Icon
Please complete this required field.
Optional
Marketing medium or channel. (utm_medium)
Error Icon
Please complete this required field.
Optional
Specific campaign identifier. (utm_campaign)
Error Icon
Please complete this required field.
Optional
Differentiate similar content or links. (utm_content)
Error Icon
Please complete this required field.
Optional
Paid search keywords. (utm_term)
Error Icon
Please complete this required field.
Formatting options

magnifying tag icons

Get Funnel's Built-in UTM Tracking

Sign up to Funnel and use our AI-powered Conventions feature to create consistent UTM codes, and see how well your team is sticking to them. Spot naming issues instantly, fix inconsistencies fast, and keep your reporting clean from day one.

Start for free

UTM builder: why do you need one?

A UTM stands for urchin tracking module, and it's a way for marketers to track their marketing campaigns in analytics tools just by adding a few UTM parameters to a URL.
A good UTM builder helps you describe where your traffic comes from — so you can measure what’s working, see connections between events in different platforms, and make better decisions. It's a simple thing that makes a big difference.

Without one, you risk:

  • Cross icon

    Inconsistent naming (labeling the same UTM parameters differently, e.g. email, Email, e-mail or UK, GB and EN) that breaks your reports

  • Cross icon

    Missing parameters that skew your attribution

  • Cross icon

    Manual tagging errors that confuse performance data

exclamation mark icon

If you don't use one, it's very hard to monitor data and attribute conversions. Worst case scenario, a messy UTM tracking code might even give you misleading data that leads you to spend your precious budget on the wrong bets. A UTM builder makes things faster, clearer, and easier to maintain across large teams.

FAQs & helpful info

What is a UTM builder?

UTM builder does what it says! It helps digital marketers create URL links for their campaign ads by adding UTM parameters for you. It's handy for making sure you don't forget one of the important elements. So if you're working at a shoe company, and promoting a new spring florals collection campaign on Instagram, the URL you use in your ads will be different from the campaign links you use for the same ads on Google or via email. The UTM parameters are like a code to see the what, where, and how of each advert and help analytics tools differentiate ads.

You can build trackable campaign URLs by adding parameters like:

utm_source – e.g. google, newsletter
utm_medium – e.g. cpc, email
utm_campaign – e.g. spring_sale, product_launch

Nice to know:
Funnel’s UTM builder goes further — helping you enforce naming conventions, catch duplicates or typos, and maintain clean, trustworthy data.

What does a UTM code look like?

A UTM link might look like this:

https://example.com?utm_source=facebook&utm_medium=paid&utm_campaign=spring_sale

So from this website URL we can see that the source of the click is Facebook, that is was a paid ad, and that the specific campaign was for the spring sale.

Creating UTM tags: does order matter?

Technically? No, order doesn't matter. But for consistency and readability, it’s best to stick to a standard order such as these five UTM parameters:
  1. utm_source
  2. utm_medium
  3. utm_campaign
  4. utm_term (if using paid search)
  5. utm_content (for creative-level tracking)
And yes, with Funnel’s UTM builder, you can lock in that order across your team — no rogue links needed. Just fill in the blanks and it's ready!

What each UTM parameter means (and how to use them)

Here’s a quick guide to each UTM tag and how to get it right, every time:

1. Campaign source (utm_source)
This is a required description for your UTM code if you're using Google Analytics. It explains which platform or website is sending you traffic. For email campaigns, use the platform (e.g. Mailchimp, HubSpot).

Examples:
utm_source=facebook
utm_source=sendgrid

2. Campaign medium (utm_medium)
Another required UTM parameter for GA, this time for the type of channel or traffic source. Think “how did the user get here?” — paid ad, email, organic social, etc.

Examples:
utm_medium=paid-social
utm_medium=email

3. Campaign name (utm_campaign)
This is the third and last UTM parameter that Google requires. The name of your marketing campaign. Make sure to use the same campaign name across channels to tie everything together.

Examples:
utm_campaign=summer-sale-june-2025
utm_campaign=retargeting-q3

Need more tips on naming? Read our blog on:
UTM and UTM convention best practices
how to name your ad campaigns like a pro

4. Campaign term (utm_term)
Originally used for tracking paid keywords in Google Ads, you can also use this one for subject lines, ad headlines, or targeting variations.

Examples:
utm_term=best-running-clothes
utm_term=product-launch-email

5. Campaign content (utm_content)
Used to distinguish between versions of an ad or placement. Ideal for A/B testing or tracking link position (e.g. top vs bottom CTA).

Examples:
utm_content=header-banner
utm_content=ad-womens-b

How to format UTM tags for better Google Analytics reporting

It doesn't stop with just creating your custom UTM parameters, there are a few best practices for building utm codes to make Google Analytics (or your analytics tool) happy.

✓ Use lowercase only
✓ Use underscores instead of spaces or dashes
✓ Avoid special characters
✓ Be specific (Use utm_campaign=spring_florals_2025, rather than just "spring", which may be confused with a previous year or different spring campaign.)
✓ Stick to your naming conventions (Yes – Funnel does this automatically.)

Don't stop at UTM tagging!

Once your links are tagged, you have to do something with that data! Find a marketing intelligence tool like Funnel to help you automatically collect campaign data from every major source (Google Ads, Meta, LinkedIn, HubSpot, etc) — and merge it with your web analytics, cost, and conversion data.

Once you have clean, unified campaign performance in one place, you can see what's working, pause campaigns that aren't performing and optimize the ones that are bringing in results. Then with your upcoming campaigns, you can use the data you already gathered to inform your choices — perhaps your audience is more responsive to video ads on social media, or converts more when they get an email. With data at your fingertips, there's no guesswork — it's clear to see.

The #1 tip for UTM building success: stick to your conventions

The biggest problem with UTM tracking links isn’t forgetting to add them — it’s using different formats every time. That’s why Funnel’s built-in Conventions tool is a game changer.

 It helps you:
  • Create rules for UTM parameters
  • Check existing UTM links against those rules
  • Clean up inconsistencies automatically
With solid conventions, your data stays reliable and your reporting headaches are a thing of the past. If you're interested in giving it a go, you can set up and start using Funnel for free.