UTM Builder

UTM Builder assembles the tracking parameters that analytics tools read to work out where a visitor came from. You supply the destination and the campaign details, and it produces the tagged URL with everything correctly encoded.

The three required parameters are source, medium and campaign. Source is where the traffic comes from, such as newsletter or facebook. Medium is the kind of channel, such as email, cpc or social. Campaign is the name of the specific push. Term and content are optional and used for paid keywords and for telling two versions of the same link apart.

The single biggest cause of messy analytics is inconsistency: Facebook, facebook and FaceBook become three different sources in your reports. The tool lowercases values and replaces spaces by default for exactly that reason, offers the standard medium values as presets, and warns when a value contains a character that will cause trouble.

• All five standard UTM parameters
• Presets for the common medium values
• Lowercases values and replaces spaces, for consistent reporting
• Correct percent encoding of every value
• Warns when the URL already carries UTM parameters
• Shows a parameter-by-parameter breakdown of the result
• Copy the finished URL

The utm builder is used by writers, developers, students, marketers and anyone else who needs the job done once without installing software. Common cases include:

• Tagging a newsletter link so you can measure the campaign
• Telling paid and organic social traffic apart
• Comparing two creatives in the same campaign
• Tracking a QR code placed on printed material
• Keeping a team's campaign tagging consistent