UTM Link Builder

Five query-string parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) that Google Analytics reads to tell you exactly how a visitor arrived. Without them, all your email and social traffic gets lumped into "direct" or "referral".

Source, medium, and campaign are required for Google Analytics to pick them up. Term and content are optional — use them for A/B testing ad copy variants or tracking specific links within the same campaign.

Yes, always. GA treats "Facebook" and "facebook" as different sources, which fragments your reports. Pick lowercase and stick to it — use hyphens, not spaces.

Some platforms (Instagram, LinkedIn) strip UTM params on paste. Use a link shortener for those. Others (email clients) encode them weirdly — always preview the composed URL before sending.