UTM Builder for Ecommerce Campaigns

Enter your URL and campaign parameters. Get a clean tracking link you can paste into emails, ads, or social posts. No more broken UTMs.

Parameters

Generated URL

https://example.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=spring-sale-2026

How to build a UTM link

Paste your destination URL

Start with the page you want to send traffic to. This is the full URL including https. The builder adds UTM parameters to the end of it without touching the original link.

Fill in the UTM parameters

Source is where the traffic comes from (google, facebook, newsletter). Medium is the channel type (cpc, email, social). Campaign is the specific campaign name. Term and Content are optional for extra granularity.

Copy and use the tagged link

The builder generates the full URL with all parameters appended. Copy it and use it in your ad, email, or social post. When someone clicks it, Google Analytics picks up the tags automatically.

UTM best practices that save you headaches

These are the mistakes that mess up your analytics data. Avoid them from the start.

Always use lowercase

UTM parameters are case-sensitive. facebook and Facebook create two separate entries in Google Analytics. Pick lowercase for everything and enforce it across your team. This one rule alone prevents the most common data pollution.

Use dashes, not spaces or underscores

Spaces get encoded as %20 in URLs, which looks messy and can break in some email clients. Underscores work but dashes are easier to read in reports. spring-sale-2024 is cleaner than spring_sale_2024 or spring%20sale%202024.

Do not UTM tag internal links

If you add UTM parameters to links within your own site, it starts a new session in Google Analytics and kills your attribution data. UTMs are for external traffic sources only. Use events or custom parameters for internal tracking.

Keep a shared naming document

Create a simple spreadsheet with approved values for source, medium, and campaign naming formats. Share it with everyone who creates links. Three months from now, you will not remember what bfcm-23-v2b meant.

Shorten the URL for social sharing

UTM-tagged URLs are long and ugly. Use a URL shortener like Bitly or your own branded short domain before posting on social media. The UTM parameters still work after the redirect.

Test before you launch

Click your tagged link and check Google Analytics Realtime to confirm the source, medium, and campaign show up correctly. Finding a typo in your UTM after 10,000 people have clicked it means 10,000 visits with bad data.

Track which campaigns drive
the most reviews

UTM links tell you where your traffic comes from. WiserReview tells you which of those visitors become your biggest advocates. Connect the dots between campaigns and customer reviews.

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FAQs

Common questions about UTM parameters and campaign tracking.

Urchin Tracking Module. It comes from Urchin, the web analytics software that Google acquired in 2005 and turned into Google Analytics. The UTM parameter format stuck around and is now the standard way to track marketing campaigns across almost every analytics platform.
Technically none are required for the link to work. But for useful analytics data, you should always use source, medium, and campaign at minimum. Term and content are optional and mostly useful for paid search and A/B testing. Without at least source and medium, your traffic just shows up as untagged.
They should not if your site handles them correctly. Google treats URLs with different query parameters as separate pages by default, but Google Search Console usually consolidates them. To be safe, make sure your canonical tags point to the clean URL without UTM parameters. Most CMS platforms handle this automatically.
GA4 and Universal Analytics process sessions differently. GA4 does not start a new session when campaign parameters change mid-visit, while Universal Analytics did. GA4 also has different default channel groupings. If your medium values do not match GA4 expected values, traffic might be grouped under Unassigned.
You can, but Google Ads has its own auto-tagging system called GCLID that works better with Google Analytics. If you use manual UTM tagging alongside auto-tagging, the UTM parameters take priority in GA4. Most advertisers use auto-tagging for Google Ads and UTM parameters for everything else.
Set utm_source to your email platform name like mailchimp or klaviyo. Set utm_medium to email. Set utm_campaign to the specific email name like june-newsletter or abandoned-cart-v2. If you have multiple links in one email, use utm_content to differentiate them, like header-link vs footer-link.
Yes. For organic social posts, use utm_source=facebook and utm_medium=social. For paid social, use utm_medium=paid-social or utm_medium=cpc. The key difference is medium because GA4 uses it to sort traffic into channel groups. Without the right medium, your paid social traffic might get lumped into organic.
It still works as a URL parameter, but it will not be recognized by Google Analytics. If you type utm_sorce instead of utm_source, GA4 ignores it and the visit shows up with no source attribution. There is no error message. The data just silently goes to the wrong place, which is why testing matters.