SEO & web Tracking links

UTM link builder

Landing page

Source utm_source *

Where the click comes from: newsletter, google, linkedin.

Medium utm_medium *

The kind of traffic: email, cpc, social, referral. Analytics groups channels on this one, so keep to the standard values.

Campaign utm_campaign *

The thing you are running: spring-sale, launch-2026.

Content utm_content

Which link, when a page has several: header-cta, footer-link.

Term utm_term

The paid keyword. Usually filled in automatically by the ad platform.

Force lower case and replace spaces with hyphens

Your link 0 characters

— Still missing: utm_source, utm_medium, utm_campaign

Live · lower case and hyphenated by default

UTM parameters are five query-string tags — source, medium, campaign, content and term — that analytics tools read to attribute a visit. Source, medium and campaign are the three that matter; content and term are optional. Google Analytics treats them as case-sensitive, so Email and email become two separate rows.

How to build a UTM link

1 Paste the page the link should land on.

2 Fill in source, medium and campaign. The presets are the values Analytics recognises as standard channels.

3 Copy the finished link. Leave the lower-case switch on unless you have a reason not to.

Medium is the field that decides which channel group a visit lands in, and it is where most tagging goes wrong. Use email, cpc, social, referral, affiliate or display; anything else falls into "unassigned" and quietly disappears from the default reports. The other common mistake is inconsistent casing, which is why the lower-case switch is on by default.

Questions

Which parameters are required? −

Source, medium and campaign in practice. Without a source, Analytics cannot attribute the visit and falls back to referral or direct.

Why does case matter? +

Should I tag internal links? +

Does it work with anything other than Google Analytics? +

Are the parameters visible to the visitor? +

Sources

Google Analytics Help — collect campaign data with custom URLs Google Analytics Help — default channel group

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