Main button
The prominent link near the beginning of the email.
- utm_content
- hero-button
UTM Link Builder
Give every campaign link a name you can make sense of later.
Create consistent campaign links before you share them. Make it easier to distinguish the newsletter, promotion and placement behind a visit when your analytics collects those details.
Build your campaign link
Name it before you share it
One destination. A clear campaign label.
Enter your destination, choose a preset, then review source and medium. Add a campaign name and, where useful, a content label to distinguish placements. Generate, copy and check the finished link.
02 / Your campaign link
Ready to share
Your last inputs are saved in this browser. Reset clears them. Check the destination before using the link in a campaign.
Start with a naming decision
What will you need to tell apart?
Agree on a small naming pattern with the people creating your links. Consistent labels are easier to compare than a new naming style for every send.
utm_sourceWhere it came from- Name the publisher or source, such as newsletter or linkedin.
utm_mediumHow it reached them- Use a consistent channel label, such as email. Review preset values against your reporting conventions.
utm_campaignWhat you were promoting- Keep the same campaign name across related links, such as spring-service-guide.
A campaign, with two placements
Keep the campaign together. Tell the links apart.
A business shares its service guide in a newsletter. The main button and a text link reach the same page. A content label lets the team distinguish those placements if the values are captured in its reporting.
Fictional naming example · no measured results
Shared destination
https://example.com/service-guide/
- Source
- newsletter
- Medium
- Campaign
- spring-service-guide
Supporting text link
A link within the explanation further down the same email.
- utm_content
- body-link
The main button’s generated URL
https://example.com/service-guide/?utm_source=newsletter&utm_medium=email&utm_campaign=spring-service-guide&utm_content=hero-buttonChoose Email, enter Spring Service Guide and Hero Button, and keep lowercase with hyphens to reproduce this example. Change only content to body-link for the second placement.
Before the campaign goes out
Check the link, then check what it records.
Confirm the destination
Open the generated URL. Check that the intended page loads and any redirects preserve the campaign details you need.
Keep labels about the campaign
Use agreed names, not customer names, email addresses or other personal details. Anyone with the link can read its parameters.
Verify your analytics setup
Check that campaign details appear where expected and that important actions are measured. A tagged visit alone does not show whether an enquiry was useful.
Your questions
A few useful details before you build.
Google Analytics guidance on campaign URLsWill the builder change existing UTM parameters?
Replace existing UTMs is the default. Merge keeps existing UTM values unless a filled field replaces the same parameter. Review the generated link carefully when starting with an already-tagged URL.
Why did spaces and capitals change?
The default format uses lowercase and hyphens. Advanced options let you preserve case or choose another separator. Campaign IDs and dynamic placeholders retain their original spelling.
Does generating a link set up tracking?
No. The builder adds campaign parameters to a URL. Analytics collection, consent choices, reporting configuration and redirects can affect what is recorded. Your last inputs are saved in this browser; Reset clears them.
Should I put UTM parameters on links within my own website?
Use campaign tags to describe incoming campaign traffic. For internal navigation, use appropriate event or link measurement instead; adding acquisition tags to internal links can make campaign interpretation confusing.
How should we distinguish two placements in the same campaign?
Keep the agreed campaign name consistent and use a suitable source or content value to distinguish the placement. Decide the naming convention first so reports do not split one campaign into several accidental variations.
Can I put a customer's name or email address in a UTM value?
Do not put personal or confidential information in campaign parameters. URLs can be stored in analytics, logs and browser history or shared with other people. Use non-personal campaign labels instead.
Campaign names are clear. Are the enquiries measurable?
Tell us what you promote, where people arrive and which actions matter. We can help connect useful campaign reporting with your enquiry journey.
Talk to us about your tracking