UTM Builder
Compose perfectly tagged campaign URLs for Google Analytics, Mixpanel, PostHog and friends. Validates the five standard UTM parameters and copies the result in one click. No sign-up required.
Where the traffic comes from
Marketing channel
A friendly name for the campaign
Paid-search keyword
Distinguishes ad variations
What is a UTM parameter?
UTM parameters are short tags appended to a URL that let analytics tools (Google Analytics, Mixpanel, Plausible, PostHog and dozens of others) attribute each visitor to the campaign that brought them. They're free, universal, and live entirely inside the URL. No extra JavaScript required.
The 5 standard parameters
- utm_source: the referrer ("twitter", "newsletter")
- utm_medium: the channel type ("social", "email", "cpc")
- utm_campaign: a human-readable campaign name ("spring_sale_2026")
- utm_term: the paid-search keyword (optional)
- utm_content: distinguishes ads or links in the same campaign (optional)
Best practices
- Use lowercase, hyphenated or underscored values. Analytics tools are case-sensitive.
- Keep names short and consistent across the team. A shared spreadsheet of allowed values prevents data drift.
- Never use UTM parameters on internal links. They overwrite the original attribution and pollute your reports.
Built by the team behind Fantastic Forms
We make the form builder Tally and Typeform users switch to. Every feature free, one paid plan at $99/month.
Try Fantastic Forms free →