Campaign URL Builder
Free UTM code builder to track campaign URLs. Compatible with all popular tools including Google Analytics, Mixpanel, and Kissmetrics.
What are UTM Parameters
UTM stands for "Urchin Tracking Module", which comes from the Google Analytics predecessor called Urchin, acquired by Google in 2005.
These parameters are little bits of text that are placed in website links and are used by analytics software, such as Google Analytics, Mixpanel, Kissmetrics and Panelbear, to better understand where a website's traffic is coming from, and which content is most relevant.
Why are UTMs important
There are probably links to your website spread around the Internet, think things like social media posts, blog posts, tutorials on how to use your product, and whatnot. People discover your website through these links.
Now wouldn't it be useful to know from which sources are your visitors coming from? That's where UTM Parameter comes in, as they let you add small bits of text to your links so that you can "tag" the metrics each time someone clicks on that particular link.
Without UTMs, you would be missing out on important information that helps you understand which pages are most relevant for particular visitors.
Example UTM parameters
Here's what a basic URL with UTM parameters looks like:
https://panelbear.com/pricing/?utm_source=producthunt&utm_campaign=launch&utm_medium=social
There's the website name, and various parameters that come after it. Let's break it down into parts:
- Destination website:
panelbear.com - Destination page:
/pricing/ - Source:
utm_source=producthunt - Campaign:
utm_campaign=launch+day - Medium:
utm_medium=social
Each of those parameters will be parsed by the analytics software to better categorize the metrics being measured. And the actual values you assign to these parameters it's entirely up to you! This enables a very simple, but powerful way to better organize your analytics data.
Types of UTM parameters
In total there are five different UTM parameters: source, medium, campaign, term and content.
| Parameter | What question does it answer? | Example |
|---|---|---|
| utm_source | Where's the traffic coming from? | utm_source=twitter |
| utm_medium | From which medium are visitors arriving? | utm_medium=social |
| utm_campaign | Which effort is driving the traffic? | utm_campaign=summer+sale |
| utm_term | Which paid search traffic keyword led to this visit? | utm_term=running+shoes |
| utm_content | Which content was clicked? | utm_content=hero+image |
To recap, UTMs are useful for website owners to "tag", and better understand the traffic that is arriving into their website.
UTM campaign builder tools
Here's alternative tools to help you build campaign URLs:
- utm.io: UTM tracking code builder with free templates.
- utmbuilder.net: Popular URL builder by Terminus.
- GA dev tools: Tool to add campaign parameters to URLs so you can easily measure Custom Campaigns in Google Analytics.
- matomo.org: URL builder by popular open source analytics platform Matomo.
- keyperformance.de: Simple URL builder by keyperformance
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