SEO · Free tool
UTM Link Builder
Tag a URL with the five UTM parameters. Values are auto-lowercased and URL-encoded so attribution stays clean.
Tagged URL
https://www.example.com/page?utm_source=newsletter&utm_medium=email&utm_campaign=may-launch&utm_content=hero-cta
Why lowercase matters
UTM matching is case-sensitive. Twitter and twitter are different sources in GA4 and your attribution reports fragment accordingly. Pick lowercase as a team-wide convention and enforce it via this tool.
For many URLs at once
For multi-link campaigns (newsletter rows, social drops, ads), use the bulk UTM builder to keep campaign-name spelling consistent across dozens of links. Before sharing publicly, strip the UTMs with the permalink cleaner so secondary shares don't double-count visitors. The full convention guide is in UTM tagging conventions for 2026.
Required vs optional
- Required: utm_source, utm_medium.
- Strongly recommended: utm_campaign.
- Optional: utm_term (paid keyword), utm_content (creative variant).
- Always set a canonical tag so the un-tagged URL stays the indexed version.
FAQ
What are the five UTM parameters?
utm_source (e.g., newsletter, twitter), utm_medium (email, social, cpc), utm_campaign (campaign name), utm_term (paid keyword), utm_content (creative variant). Source and medium are mandatory; the rest are optional.
Should UTM values be lowercase?
Yes - UTM matching is case-sensitive. "Twitter" and "twitter" are different sources in Analytics. Standardise on lowercase team-wide to avoid fragmented attribution reports.
Will UTM parameters hurt SEO?
No, if canonical tags are set correctly. The canonical points search engines to the clean URL. Without canonicals, duplicate-content fragmentation can occur, but that is a canonical issue, not a UTM issue.