UTM Link Builder
Create trackable URLs with UTM parameters to measure the effectiveness of your marketing campaigns across every channel.
UTM Parameter Guide
UTM Best Practices
Do
- Use lowercase for all UTM values
- Use underscores or hyphens instead of spaces
- Be consistent with naming conventions
- Document your UTM taxonomy in a shared sheet
- Always include source, medium, and campaign
Don't
- Use UTM parameters for internal links
- Use spaces or special characters in values
- Mix uppercase and lowercase inconsistently
- Use overly long or cryptic campaign names
- Forget to track your UTM links in a spreadsheet
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Frequently Asked Questions
UTM (Urchin Tracking Module) parameters are tags added to a URL that help you track where your website traffic comes from. When someone clicks a UTM-tagged link, the parameters are sent to Google Analytics (or your analytics tool), allowing you to see which campaigns, platforms, and content drive the most visits and conversions.
Yes! In Google Analytics, 'Facebook' and 'facebook' are tracked as two different sources. Always use lowercase for consistency, and document a naming convention your whole team follows.
At minimum, use utm_source, utm_medium, and utm_campaign for every link. Use utm_term and utm_content only when you need to differentiate between multiple links in the same campaign (e.g., A/B testing different ad creatives).
No. UTM parameters don't affect how search engines rank your pages. They're purely for analytics tracking. However, avoid using UTM parameters on internal links as they can overwrite the original traffic source in your analytics data.