UTM Builder: Track Your Campaigns with Tagged URLs
Build URLs with UTM parameters to track your campaigns in Google Analytics and other tools.
The referrer (e.g. google, newsletter)
Marketing medium (e.g. cpc, email)
Product, promo code, or slogan
Paid keywords (optional)
Used to differentiate ads (optional)
What are UTM parameters?
UTM parameters are tags added to a URL that tell analytics tools where your traffic came from. They are essential for measuring the ROI of any marketing campaign.
Combine UTM-tagged URLs with OctoURL short links to get clean, trackable links that work across every channel.
Why use a UTM builder?
Manually typing UTM parameters is tedious and error-prone. A single typo like "utm_campain" instead of "utm_campaign" will break your analytics tracking. Our UTM builder ensures every parameter is formatted correctly so your data flows seamlessly into Google Analytics, HubSpot, or any platform that supports UTM tracking.
Beyond avoiding typos, using a consistent naming convention across campaigns makes reporting infinitely easier. When everyone on your team uses the same format for utm_source, utm_medium, and utm_campaign, you can aggregate data across channels and compare campaign performance with confidence.
The OctoURL UTM builder also integrates directly with our URL shortener. After generating your tagged URL, you can immediately create a branded short link that hides the messy query string while preserving all tracking parameters. This gives you the best of both worlds: clean, shareable links and precise attribution data.
Who uses UTM parameters?
Marketing teams
Track email campaigns, social ads, and content marketing efforts to measure which channels drive conversions.
Social media managers
Differentiate traffic from Instagram Stories vs feed posts vs LinkedIn updates by tagging each with unique UTM parameters.
SaaS companies
Attribute signups and revenue back to specific campaigns, ads, or influencer partnerships for accurate CAC calculation.
Agencies
Create separate UTM-tagged links for each client campaign to report performance in client dashboards with precision.
Frequently Asked Questions
What's the difference between utm_source and utm_medium?
utm_source identifies where the traffic originates (e.g., "google", "newsletter", "facebook"). utm_medium describes the type of marketing channel (e.g., "cpc" for paid search, "email" for email campaigns, "social" for organic social posts). Think of source as "who" and medium as "how."
Do UTM parameters affect SEO?
UTM parameters do not hurt SEO. Google treats URLs with different query strings as the same page for indexing purposes. However, you should use canonical tags if you're concerned about duplicate content.
Can I use UTM parameters with short links?
Absolutely. In fact, combining UTM-tagged URLs with short links is best practice. The short link looks clean when shared, but the UTM parameters are preserved in the destination URL so your analytics still work perfectly.
Are UTM parameters case-sensitive?
Yes. "utm_source=Facebook" and "utm_source=facebook" will show up as separate sources in Google Analytics. We recommend using lowercase for all parameters to maintain consistency across campaigns.
How do I view UTM data in Google Analytics?
In GA4, go to Reports → Acquisition → Traffic Acquisition. You'll see utm_source, utm_medium, and utm_campaign data broken down by session and conversion metrics. You can also create custom reports to analyze specific campaigns.
Ready to get started?
The UTM Builder is available on all plans, including our free tier. Combine it with custom domains for branded short links that maintain all your tracking parameters.