UTM Link Builder
Build campaign URLs with UTM parameters. Live preview + one-click copy.
The page you want to track traffic to
e.g. google, newsletter
e.g. cpc, email, social
Paid search keywords
For A/B testing
Quick presets
Generated URL
Parameter breakdown
What are UTM parameters?
UTM parameters are short tags you append to a URL so analytics tools can tell where a visit came from. They were originally introduced by Urchin (later Google Analytics) and have since become the de-facto standard across every analytics platform — including OpenAnalyticsAPI. When someone clicks a link with UTM tags, the destination site records the source, medium, and campaign in its analytics, even if the referrer header is missing.
UTM tags are stored as the first event in a session. From that point on, every conversion in that session — and depending on your attribution model, future sessions too — can be attributed back to the originating campaign.
The five parameters
| Parameter | What it answers | Typical values |
|---|---|---|
| utm_source | Where did the click come from? | google, meta, newsletter, linkedin |
| utm_medium | What channel was it? | cpc, email, social, display, affiliate |
| utm_campaign | Which marketing campaign? | black_friday_2026, spring_launch |
| utm_term | Which keyword (paid search)? | privacy+analytics |
| utm_content | Which creative or variant (A/B tests)? | cta_blue, cta_green |
utm_source is the only one most teams really need to set every time. The others are optional, but adding utm_medium and utm_campaign consistently is what makes attribution dashboards useful instead of a soup of mystery traffic.
Examples by channel
?utm_source=google&utm_medium=cpc&utm_campaign=brand_terms&utm_term={keyword}
?utm_source=meta&utm_medium=cpc&utm_campaign=summer_sale&utm_content=video_15s
?utm_source=newsletter&utm_medium=email&utm_campaign=may_digest
?utm_source=affiliate&utm_medium=referral&utm_campaign=partner_x
Common mistakes
- Inconsistent capitalization.
Google,google, andGOOGLEshow up as three different sources. Pick lowercase and stick to it. - Spaces. Use underscores or hyphens — never raw spaces.
utm_campaign=spring_launch, notspring launch. - Tagging internal links. Adding UTM tags to links between your own pages overwrites the original campaign source on the second click. Only tag links coming from external traffic.
- One-off campaign names. Names like
test1,tmp, or your designer's first name make reports unreadable a month later. Use a naming convention everyone follows. - Putting UTMs in landing-page redirects. Some redirect chains strip query strings; verify with a real click that parameters reach the destination.
How OpenAnalyticsAPI captures UTM attribution
The tracking snippet reads the five UTM parameters off window.location on the first pageview of every session and stores them with the event. Every subsequent event in the same session — and every future event from the same user, depending on your attribution model — can be reported alongside its originating campaign. There's no SDK call to make; it's automatic. See the Conversions & goals docs for first-touch vs. last-touch behavior.
Want to track these UTM campaigns automatically?
OpenAnalyticsAPI automatically captures all UTM parameters, builds attribution reports, and shows you which campaigns drive conversions — no setup needed.
Start tracking UTM campaigns free →