What it does
A UTM link is a normal link with a few tags added to the end. When someone clicks it, your analytics reads the tags and records where the visit came from.
Without them, a visit from your newsletter can look like direct traffic, and two campaigns on the same platform look identical. This builder adds the five standard tags for you, encoded correctly.
How to use it
- 1Paste the page you want people to land on into “Base URL”, including https://.
- 2Fill in “utm_source”, “utm_medium” and “utm_campaign”, for example newsletter, email and october-launch.
- 3Add “utm_content (optional)” to tell apart links in the same campaign, and “utm_term (optional)” for a paid keyword.
- 4Press “Run” and copy the finished link from the box below. If the base URL can't be read, you'll see “Invalid base URL”.
What each tag is for
Keep the meaning of each tag fixed, and your reports stay readable months later.
- utm_source: who sent the visit. newsletter, linkedin, partner-name.
- utm_medium: the kind of channel. email, social, cpc, referral.
- utm_campaign: why. A launch, a sale, a season.
- utm_content: which link or version. header-button, image-ad-b.
- utm_term: the keyword you paid for, for search ads.
Naming rules that save you later
Use lowercase everywhere. Most analytics tools treat Email and email as two different values, which splits your numbers.
Pick hyphens or underscores and stick to one. Write your choices down so everyone on the team tags links the same way.
Don't tag links between pages on your own site. Internal UTMs overwrite the real source of the visit, so you lose the information you were trying to collect.
atrby reads UTM tags on every visit and ties them to revenue, so you can see which campaigns bring paying customers, not just clicks.
Questions
Which UTM tags are required?
None are required by the web, but most tools expect utm_source, utm_medium and utm_campaign together. The other two are optional.
Do UTM tags affect SEO?
Not when used on links in emails, ads and social posts. Avoid them on internal links and in links you want search engines to treat as your main URL.
Can I use spaces in a value?
You can, and the builder encodes them, but they're harder to read in reports. Use hyphens instead.
What if my URL already has a query string?
That's fine. The builder keeps your existing parameters and adds the UTM tags. If a UTM tag is already there, it's replaced with your new value.