Are UTM parameters case-sensitive?

Yes. Google Analytics treats utm_source=google and utm_source=Google as different values, so one campaign can split into two rows. Tick Lowercase all values: source Google Ads then becomes utm_source=google%20ads.

Should I use spaces or underscores in UTM values?

Either works. A space is written as %20, so Spring Sale becomes utm_campaign=Spring%20Sale; underscores and hyphens stay as typed, as in spring_sale, and read more cleanly in the address bar.

What happens if my URL already has parameters or a # fragment?

They are kept exactly as typed. ?ref=home stays first, the utm parameters follow it, and #top stays at the end. A utm parameter that is already in the address is replaced, and a note says which.

Which UTM parameters are required?

Google Analytics’ help says to always use utm_source, utm_medium and utm_campaign when you tag a link, and this builder will not produce a URL until those three are filled in. Google also recommends utm_id; utm_term and utm_content are optional.

Can I add UTM tags to a mailto link or an app link?

No. Only http and https addresses are accepted; mailto:, javascript:, data: and ftp: get a message. A host with a port, such as localhost:3000/x, is accepted and gets https:// in front.

How should a team name its UTM values?

Google Analytics asks for a strict naming convention and lowercase as standard practice, because SpringSale and Spring_Sale count as two campaigns. Agree one spelling per source, medium and campaign, keep the list in a shared sheet, and copy from it. Newsletter, Email and Spring Sale with Lowercase all values ticked give https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring%20sale; typing spring_sale instead gives utm_campaign=spring_sale, with no %20 to read around. Tag the links that bring people in from elsewhere, such as emails, ads and posts: the values describe the campaign that referred the visit, so links between your own pages need none.

UTM Builder

Build a campaign URL with utm_source, utm_medium, utm_campaign, utm_id, utm_term and utm_content. Source, medium and campaign are required. How it works

Website URL (required)

Only http and https addresses. A host name such as example.com gets https:// added.

Campaign source (required)

Campaign medium (required)

Campaign name (required)

Campaign ID

Campaign term

Campaign content

Lowercase all values (Google Analytics treats Email and email as different)

Values are trimmed and limited to 200 characters. Spaces become %20. Everything else in your URL stays exactly as typed; a utm parameter you fill in replaces the same one already in the URL.

About the UTM Builder

example.com/landing with source newsletter, medium email and campaign spring_sale becomes https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. Google Analytics says to always use utm_source, utm_medium and utm_campaign, and this UTM builder requires those three, adds utm_id, utm_term and utm_content when you fill them in, and percent-encodes each value, so a space becomes %20.

UTM parameters in the builder

Parameter	Field	Required here	What Google Analytics uses it for
utm_id	Campaign ID	No	The ID of a campaign or promotion, matching the IDs used to upload campaign data
utm_source	Campaign source	Yes	The referrer, such as google, newsletter4 or billboard
utm_medium	Campaign medium	Yes	The marketing medium, such as cpc, banner or email
utm_campaign	Campaign name	Yes	The product, slogan or promo code, such as spring_sale
utm_term	Campaign term	No	The paid keyword
utm_content	Campaign content	No	Which creative was clicked, such as one of two links in an email

Google Analytics also reads utm_source_platform, utm_creative_format and utm_marketing_tactic, which this builder does not add; its help page says the last two are not currently reported.

Example campaign URLs

Website URL	Values	Generated URL	Note
example.com/landing	source newsletter, medium email, campaign spring_sale	https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale	https:// was added because the address had no scheme.
https://example.com/landing?ref=home#top	source newsletter, medium email, campaign spring_sale	https://example.com/landing?ref=home&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale#top	(none)
https://example.com/?utm_source=old&a=b%20c	source newsletter, medium email, campaign spring_sale	https://example.com/?a=b%20c&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale	Replaced the utm_source already in the address.
https://example.com/	source Google Ads, medium email, campaign Spring Sale	https://example.com/?utm_source=Google%20Ads&utm_medium=email&utm_campaign=Spring%20Sale	(none)
https://example.com/	the same, with Lowercase all values ticked	https://example.com/?utm_source=google%20ads&utm_medium=email&utm_campaign=spring%20sale	(none)
https://example.com/	id abc123, source newsletter, medium email, campaign spring_sale, term running shoes, content top link	https://example.com/?utm_id=abc123&utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale&utm_term=running%20shoes&utm_content=top%20link	(none)
mailto:[email protected]	source newsletter, medium email, campaign spring_sale	(no URL)	Only web addresses that start with http:// or https:// are supported; "mailto:" links are not.

Frequently asked questions

Are UTM parameters case-sensitive?: Yes. Google Analytics treats utm_source=google and utm_source=Google as different values, so one campaign can split into two rows. Tick Lowercase all values: source Google Ads then becomes utm_source=google%20ads.
Should I use spaces or underscores in UTM values?: Either works. A space is written as %20, so Spring Sale becomes utm_campaign=Spring%20Sale; underscores and hyphens stay as typed, as in spring_sale, and read more cleanly in the address bar.
What happens if my URL already has parameters or a # fragment?: They are kept exactly as typed. ?ref=home stays first, the utm parameters follow it, and #top stays at the end. A utm parameter that is already in the address is replaced, and a note says which.
Which UTM parameters are required?: Google Analytics’ help says to always use utm_source, utm_medium and utm_campaign when you tag a link, and this builder will not produce a URL until those three are filled in. Google also recommends utm_id; utm_term and utm_content are optional.
Can I add UTM tags to a mailto link or an app link?: No. Only http and https addresses are accepted; mailto:, javascript:, data: and ftp: get a message. A host with a port, such as localhost:3000/x, is accepted and gets https:// in front.
How should a team name its UTM values?: Google Analytics asks for a strict naming convention and lowercase as standard practice, because SpringSale and Spring_Sale count as two campaigns. Agree one spelling per source, medium and campaign, keep the list in a shared sheet, and copy from it. Newsletter, Email and Spring Sale with Lowercase all values ticked give https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring%20sale; typing spring_sale instead gives utm_campaign=spring_sale, with no %20 to read around. Tag the links that bring people in from elsewhere, such as emails, ads and posts: the values describe the campaign that referred the visit, so links between your own pages need none.

Tagging a campaign link

Tag the links in a newsletter, a social post or an ad so Google Analytics can report which one brought each visit. Paste the landing page, fill in source, medium and campaign (and the optional ID, term and content), and copy the finished URL. Tick Lowercase all values so one campaign does not split into Email and email.

How the campaign URL is built

Each filled field is added as utm_<name>=value, in the order utm_id, utm_source, utm_medium, utm_campaign, utm_term, utm_content. Values are trimmed and percent-encoded with encodeURIComponent, so Spring Sale becomes Spring%20Sale. The rest of the address is kept as typed: other parameters stay first, a #fragment stays last, and a utm parameter already in the URL is replaced. Example: example.com/landing with newsletter, email and spring_sale gives https://example.com/landing?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. Only http and https addresses are accepted.

Fun Fact: The utm_ parameters come from Urchin, a San Diego web-analytics company that Google agreed to buy in March 2005; Google Analytics grew out of its software.

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