UTM Builder — free campaign URL generator

Build clean, consistent UTM-tagged URLs for every campaign. Runs entirely in your browser — no signup, nothing stored.

What is a UTM parameter?

UTM parameters are small tags you append to a URL that tell your analytics platform (GA4, Thrivio, Mixpanel, etc.) exactly where a click came from. They turn anonymous traffic into attributable revenue.

The five UTM parameters

• utm_source — the specific site or vendor sending the traffic (google, newsletter, linkedin).
• utm_medium — the marketing channel type (cpc, email, social, referral).
• utm_campaign — the campaign, product or promo name (spring-launch-2026).
• utm_term — optional. Paid keyword the click came from.
• utm_content — optional. Distinguishes creatives, ad variants or link positions.

Best practices

• • Stick to lowercase and hyphens — UTM values are case-sensitive.
• • Agree on a naming convention across the team and document it.
• • Never UTM-tag internal links (it breaks attribution).
• • Use a spreadsheet or platform (like Thrivio) to keep a source of truth.
• • Prefer descriptive campaigns (q1-webinar-b2b) over cryptic codes.

Example