UTM Builder: How to Create UTM Parameters for Free

UTM parameters are tags added to a URL that let you see in Google Analytics exactly where your traffic comes from and which campaign actually sells. Without them, everything lands in one bucket and you are left guessing what worked.

The easy way: Google’s free UTM builder

You do not have to assemble the parameters by hand or memorize the syntax. The most convenient option is Google’s official, free tool, the Campaign URL Builder. You enter the URL and a few details about the campaign, and the tool builds a ready-to-copy link.

Open Google’s Campaign URL Builder

What to enter in each field

Fields marked with an asterisk are required.

• * Website URL - your domain or landing page, for example: https://yourdomain.com
• * Campaign source - where the traffic comes from, for example: google, bing, facebook, instagram
• * Campaign medium - the type of traffic, for example: cpc (cost per click), email
• * Campaign name - the name of your campaign, for example: Holiday%20Sale
• Campaign content - the ad variant, for example: Ad%20Variant%201

Once you fill in the fields, the tool generates the finished URL at the bottom of the page. Copy it and use it wherever you send traffic (an ad, an email, a post). If the link comes out long, you can shorten it with bitly.com.

More about tracking parameters

The table below covers everything you need to know about each tracking parameter.

Campaign source

utm_source

Required

Use utm_source to identify the ad platform, newsletter name or other source.

Example: google, bing, facebook

Campaign medium

utm_medium

Required

Use utm_medium to identify the medium, such as email or cpc (cost per click).

Example: email

Campaign name

utm_campaign

Required

Use utm_campaign to identify the specific campaign or promotion.

Example: utm_campaign=Holiday%20Sale

Campaign term

utm_term

Use utm_term to capture the paid keyword that triggered the ad.

Example: red%20shoes

Campaign content

utm_content

Use utm_content to tell apart ads that point to the same landing page.

Example: Ad%201 or AdVariant1

Tagged links are only worth something once the data from them ends up in a report that someone actually uses to make decisions. How we tie tagging, GA4 and reporting into one system is described on our marketing audit page.