How to use the UTM Builder
- Paste the page you're linking to.
- Pick a preset or fill in source, medium and campaign.
- Copy the tagged link and use it in your post, email or ad.
The five UTM parameters
- utm_source (required): where the click comes from, such as
newsletter,xorproducthunt. - utm_medium (required): the type of channel, such as
email,social,cpcorreferral. - utm_campaign (required): the campaign name, such as
launch-2026. - utm_term: the paid keyword, for search ads.
- utm_content: which link or creative was clicked, for A/B tests.
UTM rules that keep reports clean
- Use lowercase. Analytics tools treat
Emailandemailas two different sources. - Use hyphens instead of spaces, and keep names short.
- Never use UTM tags on internal links. They overwrite the visitor's real source.
- Write your naming down once and reuse it for every launch.
Launching soon? Check your landing page with the marketing SEO checker and your share card with the Open Graph checker before you post.
Frequently asked questions
What is a UTM code?
A set of query parameters added to a URL, like ?utm_source=newsletter&utm_medium=email. Analytics tools read them to attribute the visit to a campaign.
Do UTM parameters hurt SEO?
No, as long as your pages have a canonical tag pointing to the clean URL. Don't use UTM links for internal links or in your sitemap.
Which UTM parameters are required?
Google Analytics needs utm_source, and in practice you should always set utm_source, utm_medium and utm_campaign. Term and content are optional.
Can I shorten a UTM link?
Yes. Link shorteners keep the parameters when they redirect, so you can share a short link and still get full tracking.