Media Puppies
UTM campaign URL builder
Tag a link so you can tell where the traffic came from. This lowercases everything and encodes spaces, which is what stops the same campaign appearing four times in your reports.
Where the traffic comes from.
The channel type.
Runs entirely in your browser. Nothing you type is sent to us or stored anywhere.
What each parameter is for
| Parameter | Answers | Examples |
|---|---|---|
utm_source | Which site or platform? | google, facebook, linkedin, newsletter |
utm_medium | What kind of channel? | cpc, organic-social, email, referral |
utm_campaign | Which campaign? | diwali-2026, launch-q3 |
utm_content | Which specific ad or link? | carousel-a, footer-link |
utm_term | Which keyword? | modular-kitchen-gurgaon |
The convention that saves your reports
UTM values are case sensitive. Facebook, facebook and FaceBook become three separate rows in your analytics, and six months later nobody can total them. This tool lowercases everything and converts spaces to hyphens for exactly that reason.
Agree the vocabulary once and write it down. Most teams need only a handful of mediums: cpc, email, organic-social, paid-social, referral, affiliate. If a new medium appears every month, nobody is following a convention.
Where not to use UTMs
- On internal links. Tagging a link from your own homepage to your own pricing page restarts the session and destroys the original attribution. This is the single most damaging UTM mistake.
- Never put personal data in a UTM. The URL ends up in analytics, server logs and referrer headers.
- Be careful with paid search auto-tagging. Google Ads adds
gclidautomatically; adding manual UTMs on top can override it. Pick one.
Questions
Do UTM parameters hurt SEO?+
Not if your pages have self-referencing canonical tags, which consolidate the tagged versions back to the clean URL. Without canonicals you can end up with many indexable versions of one page.
Are source, medium and campaign required?+
Analytics tools need all three to group traffic usefully. Content and term are optional.
Can I shorten the resulting link?+
Yes — a shortener preserves the parameters through the redirect. Use one for print, QR codes or SMS where the long URL is unwieldy.
Why does my traffic show as direct?+
Usually a missing or mistyped medium, an internal link that was tagged, or a redirect that strips the query string.
Embed this calculator
Free to use on your own site. Copy this into your page — the attribution line is the only condition.
The paragraph below the iframe is the part that matters: an iframe's contents are served from our domain, so a link inside it is not a link from your page. The paragraph is. The small script just resizes the frame to fit your column — drop it if you prefer, the fixed height still works.
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