What is an UTM Link Builder?
UTM parameters tell your analytics where a visit came from. They are simple to add and remarkably easy to make a mess of.
Enter the destination URL and the campaign values and copy the tagged link. Existing query parameters on the URL are preserved rather than overwritten.
The trap is casing. UTM values are case sensitive in most analytics tools, so Email, email and EMAIL become three separate rows in the same report, and a campaign gets split across them for no reason. The lower case option exists to stop that before it happens, because cleaning it up afterwards usually is not possible.
Frequently asked questions
Which UTM parameters are required?
Source, medium and campaign are the three that analytics tools expect. Term and content are optional, and are mostly used for paid search keywords and for telling two links in the same email apart.
Why does casing matter so much?
Because the values are compared literally. Newsletter and newsletter are two different sources as far as the report is concerned, which splits one campaign into several rows and makes the totals wrong.
Should I use UTMs on internal links?
No. Tagging a link between two pages of your own site restarts the session attribution and overwrites the original source, so the visit gets credited to you instead of to whoever actually sent it.
Are my URLs sent anywhere?
No. The link is assembled in your browser.