Which UTM parameters are required?

utm_source and utm_medium are considered required for accurate campaign tracking. utm_campaign is also highly recommended. utm_term and utm_content are optional.

What should I use for utm_source?

Use the name of the platform or referrer sending traffic, such as google, newsletter, facebook, or twitter.

What should I use for utm_medium?

Use the marketing channel type, such as cpc for paid search, email for email campaigns, social for social media, or organic for unpaid search.

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UTM Builder

Q: What are UTM parameters?

UTM parameters are tags added to a URL that help you track the source, medium, and campaign name for your web traffic in analytics tools like Google Analytics.

Generate UTM-tagged URLs for your marketing campaigns.

Website URL *

Campaign Source *

The referrer (e.g. google, newsletter)

Campaign Medium *

Marketing medium (e.g. cpc, email, social)

Campaign Name *

The campaign name (e.g. spring_sale)

Campaign Term (optional)

Paid keywords (e.g. running+shoes)

Campaign Content (optional)

Differentiate ads (e.g. logolink, textlink)

Generated URL

Fill in the fields above to generate your UTM-tagged URL

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Track it with qklnk — shorten links, auto-generate UTMs, and see exactly which ones convert. Free to start.

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What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are short text tags you add to the end of a URL. When someone clicks that tagged link, the parameters are sent to your analytics tool — like Google Analytics — so you can see exactly which campaign, source, and medium drove the visit.

Without UTM tags, your analytics will show traffic as "direct" or "referral" with no context. With them, you can tell whether that conversion came from your Tuesday newsletter, a Facebook ad, or an influencer's Instagram story.

The Five UTM Parameters Explained

utm_source (required): Identifies the platform or site sending traffic. Examples: google, newsletter, facebook.
utm_medium (required): Describes the marketing channel. Examples: cpc, email, social, organic.
utm_campaign (required): The name of your specific campaign or promotion. Examples: spring_sale, product_launch, black_friday_2025.
utm_term (optional): Used primarily for paid search to identify the keyword that triggered your ad. Example: running+shoes.
utm_content (optional): Differentiates similar content within the same campaign — useful for A/B testing. Examples: logolink, textlink, hero_banner.

UTM Best Practices

Be consistent with naming. Decide on lowercase and underscores (email_newsletter) and stick with it. Mixed casing creates duplicate entries in analytics.
Keep values descriptive but short. You'll read these in reports months later — fb_retarget_may is clearer than campaign1.
Never use UTM tags on internal links. Tagging links within your own site overwrites the original source, making your analytics inaccurate.
Use a link shortener for cleaner sharing. UTM-tagged URLs can get long. A tool like qklnk shortens the link while preserving all tracking parameters.